From Bhavani, to Madras, to the World
From Bhavani, to Madras, to the World
HERITAGE
iNDRU
AN ODE TO BHAVANI
A serene town in Erode, located in the banks
of the river Bhavani.
Featured Products
About Us
iNDRU – Today – The present.
True to its meaning is a brand of today, bringing you a slice of past through bags that are thoughtfully designed and handcrafted using traditional jamakkalam, from Bhavani. An amalgamation of the traditional and heritage hand-woven jamakkaalam and the modern design language in crafting bags that emulate culture at its finest and fitting to the aesthetics of today’s fashion.
WEAVE
Jamakkalams are historically woven in pit looms, using throw shuttles.
NOOL
Woven from coarse cotton nool or thread, in colours that personify the culture and sophistication.
COMMUNITY
A creative endeavour built on the foundation of supporting a community of people that has been holding a craft of many generations.
FAIR TRADE
Transparency and respect for the craft and the weavers lie in our core
FITTINGS
Fittings of Premium Gun Metal plated nickel, adding a dimension of its own. All our zippers are of YKK.
LEATHER
Trims are of 100% Full Grain Up-cycled Leather.
History Of Jamakkalam
ORIGIN :
Historically, the art of making Jamakkalam began with a branch of vīraśaiva liṅgāyats, the JANGAMARS, who migrated to Bhavani from Mysore in the 16th century. The community undertook weaving of these carpets as a profession, and eventually came to be known as “Jamakāḷa Pandārams”.
INCEPTION :
Under the Raj of the British, the weavers of Bhavani and Kumarapalamyam wove bedsheets and carpets in colours and patterns unique to this region.
CELEBRATION OF THE CRAFT :
The Jamakkalam from Bhavani flourished to be an essential part of the Tamil culture, primarily at weddings and religious events.
DECLINE :
Decline in popularity due to the competition created by carpets and the like made by power looms around the country. Unable to keep up with the demand, the craft saw a decline for some time, still finding its footing in the modern fashion and apparel industry.
GI PRODUCT – BHAVANI JAMAKKALAM :
Centuries later, Bhavani’s Jamakkalam was given the label of Geographical Indication by the Government of India, making it a cultural symbol nationally.
G.I. – APPLICATION NUMBER – 16, March 2005
Application is made by Department of Handlooms and Textiles (Government of Tamil Nadu), for the registration in Part A of the register of Bhavani Jamakkalam under Application No.16 in respect of Textile and Textile Goods falling in Class 24 and Carpets, Rugs, Mats & Matting falling in Class 27 is hereby advertised as accepted under sub-section (1) of section 13 of Geographical Indications of Goods (Registration and Protection) Act. 1999
MODERN INTERVENTION :
Efforts have been made to embrace the traditions and its authenticity to craft and create products, creating a market for Jamakkalam and its alliances. A similar effort gave birth to iNDRU, a brand that we proudly present to reclaim the rightful place of Jamakkalam in fashion.
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