The Informed Buyer

As much as the weaver and products are valuable to the chain of production in the handloom industry, a key player in the process is the consumer. Without the demand or desire to purchase a bespoke piece of cultural work, the handloom industry would be a failed mission. It is by the desire of many to own a unique piece of work, that the weavers and artisans strive to produce their craft.

The AHC Foundation champions the role of the consumer in the design and production process. From the very first steps of threading to the moment the saree is taken off the loom, the consumer is kept abreast of every development of the product that they will ultimately purchase. An informed consumer is an informed contributor to the production cycle. An informed consumer is one who is able to recognize the need to revive the handicraft industry and is able to invest in buying an exquisite piece of garment with the knowledge that the object goes beyond itself. The saree carries a legacy of the weaver, the designer, and its materials. An informed consumer fundamentally recognizes this material philosophy for themselves and shares this awareness with others. 

An informed consumer seeks to make wise purchases with a conscious awareness of fast-fashion and global textile waste. They recognize that by purchasing a unique handcrafted piece they are able to make an intentional purchase that will last a lifetime.

The AHC Foundation seeks to raise awareness about the need for the consumer to be involved in the process of weaving and production and champions the sharing of this motive with the people who buy their sarees on The Parvai Shop. This helps create a sustainable cycle where there is limited waste and more conscious choices, that ultimately benefit the handloom industry to sell every single piece that they produce.