Handloomed Hues

Via East is a portal that is solely focused on handloom saris that are sourced directly from weavers. Bindu Gopal Rao introduces to us the wide spectrum of its handloomed treasures.

- Bindu Gopal Rao

Via East is an online brand that focuses on Indian textiles and the myriad art forms associated with it. The platform showcases a range of saris woven with different textile techniques. The brand has its design philosophy rooted in love for good craftsmanship, simplicity, and elegance. The kind of saris Via East retails include embellished, embroidered, chequered, striped and printed ones; and Benarasi, chanderi, Gadwal, jamdani, Kanjeevaram, Maheshwari, Mangalagiri, Paithani, printed saris, Sambalpuri, traditional silk (with woven borders and motifs) and Kota saris. They are available in several materials too—all of which adhere to its handloom philosophy. The outcome: saris in chiffon, cotton, crepe, georgette, kora silk, kosa silk, linen, linen cotton, linen silk, matka silk, muga silk, muslin silk, organza, silk, silk cotton, tissue, tussar silk, and satin. You can also choose to shop by colour and they even have a special festive edit with some hand-picked saris for the perfect occasion. Deeksha Sharma, founder, Via East, tells us about the brand’s journey in this exclusive conversation.

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