Founded in 1996 and committed to preserving the heritage of the Kashmiri Pashmina, Andraab weaves together tradition, elegance and imaginative design into hand-crafted, bespoke cashmere. We spoke to one of the founders to know more about the evolution of the brand and the craft behind their exquisite line of products.
What inspired Andraab?
My name is Muzakir (Muza), and I have an identical twin (Muba). Andraab was inspired by directionless youth trying to conquer the world, wanting to do something of our own, being independent, and selling recognisable goods of quality and style.
What does craft mean to you and what is Andraab doing to keep the crafts real, genuine and alive?
Craft is basically tied to history. To me it means a glorious past! A reminder of a time when we lived a slow life and everything was pure. At Andraab we are trying to uphold the values and traditions our ancestors left us with, by preserving and weaving using methods steeped in 600 years of craftsmanship.
How has your childhoods, travels, country, region shaped the entrepreneurs you are today?
Our childhood was simple but informed by amazing visuals of many crafts, which we would see up-close. It left a strong impression on us, and ultimately led us to create our own brand. It has been a long process and to this date, we are learning and trying to improve everyday. Traveling around the world has helped us give our brand a look that appeals to a global audience.
What are the challenges you have faced and learnt from along the way?
Our biggest challenge is that we are up against a three billion dollar industry that sells adulterated, machine-made products. Regardless of this massive competition, we have learned that if you sell authentic products and are genuine in your cause, quality will always prevail!
What do you feel is lacking in the crafts sector in India and what steps should be taken to celebrate the crafts to the fullest?
There is a ton of talent in the craft world in India, but there is no enthusiasm for many reasons. It starts from the fact that we don't value or celebrate our artisans to the degree we should. For example, Japan has a way of elevating their master craftspeople to such a high level of prestige, that the younger generation look up to them, which creates awareness and genuine interest at the grass roots, and enables a constant demand of new enthusiasts at a young age. In the long run, this elevates the artisans and makes the particular crafts sought after and duly recognised, thus protecting arts and crafts for centuries. It has to be done in a similar manner in India, so that young minds are impressed and genuinely have interest in choosing a profession that they enjoy and want to be a part of.
With the current scenario, we are all in — what does change look like in your industry and how are you adapting to the new normal?
In every hardship there is always a silver lining! Like most businesses, we have been hit hard and have had to close many of our retail stores, as it was impossible to sustain them. After months of working on our e-commerce, we finally launched our online web-shop. The support has been overwhelming! We are fine-tuning every day to adapt to selling online. It's quite fascinating and a new way to organise and relearn the art of selling.
Lastly, 2021 will see 25 years since Andraab was founded. How has the company evolved and what have you done to keep it timeless yet relevant?
Even though our company was formed in 1996, it really did not evolve into what it is today until 2005. Having said that, I would like to add that it has been a journey full of surprises, ups and downs, and sheer thrill. Selling to celebrities and royalty was a dream, but somehow everyone found us, despite our non-existent marketing. We have believed from day one that quality will stand the test of time, and we are a living example of it. We strongly believe our business is a gift to our society and it is our duty to keep it true to its form, in every respect. An industry that has existed for over 600 years is still relevant today, which is a testament of its crafts people, who have been part of this journey. Our little efforts will hopefully help them, and at the same time we hope that as a company, we can make a bigger impression, so that other young entrepreneurs can follow what we have achieved. This would not only enhance, safeguard but also ensure the preservation of this centuries old heritage.
Muzakir
Text Platform Desk