Can bags be a cultural phenomenon? At iNDRU, it’s a Yes!
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.
A few years ago, we had the privilege of working on a little project for IGNCA -Delhi that gave us the opportunity to work with the weavers of Bhavani closely.
Once a plush town filled with weavers in every household, Bhavani witnessed the slow downfall of the craft over the decades, leaving only a handful of families still holding on to the craft. Needless to say, its been in our mind ever since. iNDRU is birthed from that thought, the quest to revive jamakkalam as an art and craft. The dreaminess of it all !
Referring to a carpet woven with coarse cotton threads, primarily in red, yellow, white, green, violet; Jamakkalam – as simple it may be, carries the cultural lineage of centuries spanning from the 1600s. Weaving of Jamakkalam is a craft that has been passed down through many generations, is now being retrieved through the intervention of modern brand from diminishing.
The designs personify a culture rooted so deeply in colours, combination and the skill of crafting it all together and a contemporary world of style and structure, bringing a new identity to the world of fashion with bags.
Lines are carefully drawn, and colours are picked to build patterns, patterns that then go to become intrinsic designs and further be crafted into a bag so phenomenal.
About Us
A brainchild and creative endeavour of Hari Madhavan, an Alumni of ISTITUTO MARANGONI – MILAN, who has more than a decade of experience in the fashion industry, always had a thirst for arts & crafts and a quest to bring the attention of the world to the traditional arts. Bringing an admiration for all things design and business acumen, Ramya Hari Madhavan is truly the Yin to the Yang. With a background in business and also hailing from the region of Jamakkalam- Erode, Ramya adds a flavour of knowledge into iNDRU that is fresh.
Form + Shape + Colour = Design in Hari’s world. Hari gravitated towards building brands that stand for the designs and the quality. His early career began with working with Jil Sander, and that has now brought in a new face to Indru. His appreciation for indigenous crafts found more attention after he was approached to work with IGNCA – INDIRA GANDHI NATIONAL CENTRE FOR THE ARTS, to intervene with the weavers of Bhavani, to work in collaboration to bring back the dying craft of weaving Jamakalam to life. Hari is a visionary deeply inspired by global and local cultures, emerging trends, and sustainable practices.
Ramya, is a powerhouse behind the operations, with a Masters in Business Administration. Her approach is rooted in a strong understanding of both business fundamentals and design principles, making her the perfect bridge between creative innovation and commercial viability. Ramya works closely with Hari to ensure that every concept not only meets artistic vision but also resonates with market demand and delivers measurable results. Her keen eye for market trends, and strategic execution, ensures the brand maintains a responsible, ethical approach to growth and production
