Aadyam Handwoven embarks on a new venture, weaving together art, music and tradition

Many corporates are expanding their scope of engagement to include diverse forms such as art, music and textiles. In a similar vein, Aadyam Handwoven is embarking on a new chapter to build #CultureBeyondTextiles — a project that brings together myriad art forms rooted in the same tradition. As for music, the initiative #MusiOfAadyam transitions from intimate baithaks to an album, soon to be launched across streaming platforms. 

#CultureBeyondTextiles’ music initiative brings together seven artistes celebrating seven diverse music forms.
| Photo Credit:
Thariq Hussain

It attempts to create a multisensory experience with seven artistes, celebrating seven diverse music forms. The album, set to launch on October 29 at Travancore Palace, New Delhi, will be unveiled by actor-director Nandita Das.

Gaurav Bhatti’s dance performance held as part of the Aadyam Handwoven’s new initiative.
| Photo Credit:
Courtesy: Aadyam Handwoven

“We believe in partnership and collaboration. Our weaver-engagement is also built on the principles of transparency and commitment. Celebrating the spirit of companionship, this album endeavours to stand along with the performing arts community to keep the classical and semi-classical art forms alive and its relevance and purity intact. It is a testament and an extension of our belief in heritage and tradition, and the fact that it is this which roots us and makes us evolve,” said Manish Saksena, business lead, Aadyam Handwoven.

A kathak performance organised by Aadyam Handwoven recently.
| Photo Credit:
Special Arrangement

Aadyam regularly hosts intimate baithaks in several cities with artistes such as Shubha Mudgal, Vidya Shah and Ananya Gaur among others. The baithaks integrate the heirloom ingenuity and intricacy of the craft showcased in textiles with the nuances and lyrics in music. “Shubha Mudgal’s concert, for instance, was specially designed by her to find the connect in the lyrics of different musical forms such as kajri, chaiti and dadra which have references of colour and fabrics as the storytelling narrative,” explained Manish. This album is their maiden effort to reach out to a wider audience.

Ananya Gaur performing at Aadyam Handwoven’s music initiative, #MusicOfAadyam, held recently.
| Photo Credit:
Special Arrangement

Next, the brand will launch #fragranceofaadyam, rooted in the history of Kannauj, India’s perfume capital. “We see, imbibe and interpret through textiles, capturing global trends and continuing the relevance of the art forms without distorting their meaning. Witnessing it through art, music and conversations is an exciting experience, and we strive to preserve them through documentation and sharing with our patrons,” said stated Manish Saksena.

Vocalist Ananya Gaur at Aadyam’s Hyderabad unit.
| Photo Credit:
Courtesy: Aadyam Handwoven