TateeGhar is an exclusive luxury brand that upholds the legacy of traditional hand-woven apparel designs by our local artisans
Have you ever wondered about the story behind each stitch in a saree? It bears rural sentiments that come in the form of creative design and texture. The unparalleled textile culture of our regional jamdani, silk, or muslin created global wonders. This legacy of impeccable craftsmanship has been carried forward by generations of artisans throughout centuries.
Unfortunately, this hand-woven artistry is slowly fading away. That’s where TateeGhar steps in to connect exclusive hand-woven embroidery apparel of our local artisans to the traditional attire aspirants.
TateeGhar has been reviving the artists and keeping their traditional handloom alive by targeting the niche, high-end market.
Monira Munni Chowdhury, the founder of TateeGhar, grew up watching the fascinating embroidery crafts in Tangail. She always nurtured a love for traditional hand-woven artistry and was determined to work with the local artisans. Eventually, she gave flight to her dreams by starting TateeGhar in 2012. Since then the brand has been reviving the artists and keeping their traditional handloom alive by targeting the niche, high-end market. The brand has an exclusive outlet at Pink City.
TateeGhar offers traditional saree of a wide-ranging fabric. To name a few: half silk jamdani, cotton jamdani, dhakai jamdani, muslin, tantuj, maslais Cotton, etc. The magical handwoven fabric of the artisans is the backbone of the luxury fashion house. All the items are woven by the finest craftsman. Starting from choosing the basic fabric to patterns and cuts are all planned and executed in open discussions with the artisans. The artisans get complete creative freedom in designing the handloom sarees.
Regarding the sheer handloom craftsmanship of the local artisan Sohelee Tahmina, Special Project Lead at Square Food & Beverage Ltd., shared, “ The local artisans of our country produce the finest quality handloom saree that many consumers are unaware of. We aspire to bridge this gap by offering handwoven products of the finest quality.”
As a means to promote the artisans and their traditional hand-woven artistry, TaateeGhar held a saree exhibition on the 17th and 18th of March, 2023 at Bay’s Edgewater Gallery. The exhibition was attended by various clothing and designer patrons as well as many celebrities including Aupee Karim, Nusrat Imrose Tisha, Sadia Ayman & other renowned personalities.
Regardig the success of the event, Sohelee Tahmina shared, “ The event was a huge success, Alhamdulillah. We have received overwhelming responses from all the attendees. Around 100+ people visited on the opening night and all the sarees were highly appreciated.”
The brand holds many long-term plans for its future. On this aspect, Sohelee said, “We are planning to expand our work to promote the fine quality handloom products of our local artisans to the targeted audience. So for that, we have plans of going for online selling options very soon as well as expanding the product line.”
The magical handwoven fabric of the artisans is the backbone of the luxury fashion house. All the items are woven by the finest craftsman.
Over the years, TateeGhar has acquired immense goodwill from consumers for its high-quality Jamdani, cotton, and silk sarees. As a result, customer loyalty has remained intact. The brand is now envisioning increasing its customer outreach to promote the works of local artisans.
Discussing the plans for its branding, Sohelee shared, “In the near future, we have some strategic branding plans for TateeGhar. Our promotions will slide across digital media and print media with some selected platforms. Apart from that, we will organise more exhibitions to increase customer engagement. Moreover, we are looking forward to stepping into e-commerce in near future.”
Luxury fashion brands like TateeGhar give hope to the preservation of the rich heritage of our handloom artistry. Its persistence on providing quality artisanal craft will surely diminish the gap between the demand for our handloom products and local artisans in near future.
Photographs: Courtesy of TateeGhar