Hyderabad|India|May'2012: Anagha, the Handloom Boutique Store’s first franchise is inaugurated here in city at Himayatnagar. The new store is inaugurated by Ms. Sarvamangala Chavali, Fashion Designer and Founder of the Flagship Anagha brand. On the occasion of the inauguration, several customers were invited to check out the latest collection on display.

Speaking to media immediately after the inauguration of the store, Ms. Sarvamangala said, Anagha is a Handloom Boutique Store and is dubbed by many discerning customers as Handloom Haven. The Handloom clothes are known for their heritage and the tradition of excellent craftsmanship. It is Anagha’s first ever franchise outlet. Soon it plans to expand to other cities as well.

Located in Himayatnagar, the franchise is owned by Ms. Sangeetha Rajesh, a successful woman entrepreneur in her own right. Sangeetha Rajesh runs the Smiles Pre-School in Himayat Nagar. The franchise is given only to women entrepreneurs. The store showcases Handloom Sarees, Salwar Kameez, Dress Material, Designer Blouses and Fabric, she added. Orders for tailoring, embroidery & block printing are also undertaken.

Commenting on the occasion Ms. Sangeetha Rajesh, owner of the Anagha franchise, said Anagha is the most sought after brand among the elite of the society. Many who’s who of the city, socialites, film fraternity among others frequent its flagship store in Banjara Hills.

Anagha is a homegrown brand created and nurtured by Ms. Sarvamangala Chavali, city’s woman of many facets, a fashion designer, boutique owner and role model for many. Once a Airhostess with Indian Airlines, Sarvamangala turned Fashion Designer, who designed clothes for many films and film stars like Shabana Azmi, Juhi Chawla, Kalyanik etc. a model who does modeling for all the ads of Anagha Store, an amateur actor who debuted in “Oh my friend” and is now doing “Seetamma Vakettlo Sirimalle Chettu”. She has 18 years of experience in this field.

Handloom is the cottage industry. It is an ancient industry in India. Lakhs of people depend on it for their livelihood. We must encourage the handloom weaver said Ms. Sarvamangala. It is our responsibility too. Though it employs the largest number of people, the handloom sector is considered a sunset industry, and there is an air of inevitability given the relentless march of mechanisation, modernisation and sophistication. Still, there are many advocates of handloom for reasons including ideology, philosophy, sheer love for handloom products and economic arguments. However, irrespective of the policies, projects and aspirations arising out of various quarters, the handloom sector is undergoing changes that are impacting the livelihoods of handloom weavers.

Speaking further Ms. Sarvamangala added that the Handloom fabric plays a very important role in our life and in our economy. It is one of the largest economic activities providing direct employment to over 65 lakh people engaged in weaving and allied activities. Withstanding competition from the power loom and mill sectors, handlooms contribute nearly 19% of the total cloth produced in the country. Handloom is unparalleled in its flexibility and versatility, permitting experimentation and encouraging innovations. The strength of Handloom lies in the introducing innovative designs, which cannot be replicated by the Power loom sector. Thus, Handloom forms a part of the heritage of India and exemplifies the richness and diversity of our country and the artistry of the weavers she says.

What is really interesting and makes Anagha different from others is it deals in only Handloom fabric. Anagha is the destination for Handloom clothes in city. The Handloom clothes are known for its heritage and the tradition of excellent craftsmanship. Handlooms provide livelihood to millions of weavers and craftspersons. But, weavers are slowly going out of their tradition. Anagha extends helping hand by contributing to restore dying art of weaving and helps weaver community by only trading in Handloom clothes she informed.

Visit Anagha news store at F2, Aalto’s A&M Centre, Himayat Nagar, Hyderabad 500029. Phones: 66252910 & 64617711