"Our family's rendezvous with the textile craft started with my grandfather, who began with a small block printing table. My father, my brother and I were fascinated by the beauty of his art.""My family has been in textiles industry since the early 1980s. All our techniques and designs have roots in the ancestral culture and tradition of Rajasthan. I am proud to say that our apparel is known for its rich colors and delicate patterns that are often inspired by nature. Our designs are magical, yet simple and pure in their execution. Our apparel is well made to offer comfort and reassurance, where sustainability goes hand in hand with quality, where fabrics and designs offer elements of authenticity and grace.
"Our family's rendezvous with the textile craft started with my grandfather, who began with a small block printing table. My father, my brother and I were fascinated by the beauty of his art. At the time my father was working in metal but we were so mesmerized by block printing, my father joined my grandfather fulltime.
"In the olden days, the block printing technique was used only for kings. It is believed that Maharaja Jai Singh of Jaipur and his wife uplifted this art among local artists, and hence this craft flourished due to royal patronage.
"I think our sheer dedication and interest in this art work are what motivated us, and this helps sustain us in this field. Even though I did not have any technical training in textiles, I was able to understand and grasp the whole process in a very short span of time. I began getting personally involved in each and every stage of making. My brother and I look after the printing and sewing part while my cousin looks after sales.
"Apart from apparel, we also create fashion accessories as well as home furnishings and décor. All our designs speak volumes about the fascinating colors and cultural richness of Rajasthan. We are very particular and conscious about quality and all our textiles are color fast. We use only dyes that are free of azo, and our team is constantly innovating to combine traditional techniques with contemporary designs. Our apparel is beautiful, exclusive and we take care to ensure the highest quality. It's a process that involves lot of creativity and the love of our experienced artisans. We do all the work ourselves, from stitching to finishing to embroidery and more.
"Starting is always a struggle and we did have our share of difficulties. I remember during the start of my career, I would run around a lot getting things done and it was not easy at all. But when I look back now, I realize it was worthwhile. And the taste of success is even sweeter when you struggle at the initial stage.
"I hope our esteemed Novica shoppers appreciate and enjoy our collection."