Enterprise: Design Studio

by Parul Sharma Singh

The design studio processes, prints, steams and finishes by hand, with zero use of electricity

Amalgamating contemporary fashion styles with traditional hand woven textiles and attempting to make such products in an eco-friendly way is textile designer Bina Rao's marketing strategy for her industry.

Her design studio “Creative Bee” set up in collaboration with her artist husband K. Sivakesava Rao (an expert in natural dyes) in 1998 in Hyderabad is a self-sustained commercial organisation with an in-house facility for designing, production and marketing of hand-made and natural fabrics. Rao opened her first store in the Capital last month and has another one coming up in Mumbai soon. Creative Bee makes a range of products in both fashion fabrics and home furnishings. The Raos run their own dye unit close to Hyderabad where all the vegetable dye materials, such as roots, barks, leaves, flowers, fruits are either grown or processed to make dyes. The designer claims the process of dyeing, printing, steaming and finishing is done by hand and no electricity is used.

Bina has also been providing work to and upgrading skills of over 400 weavers. “My products are hand-made, natural and produced with zero electricity. They are trendy and yet have an Indian character. We try to ensure the livelihood of all the weavers and artisans working with us.”

Rao, who is an advisor on a number of state and central projects and government committees, feels this close association with the local artisans, especially from Andhra Pradesh, adds “exclusivity” to her products. “I wanted to conserve traditional practices. That's why instead of uprooting them, I went to their villages. It is important to retain them in their natural environment because they adopt a lot from their immediate surroundings and use it in their weaving. We don't interfere with their traditional skills. They are better designers than I am and that's why my every fabric has a unique story to it.” Rao's Delhi store has been started in view of the expanding retail market, in addition to the city being a big hub for fabric needs. “Indian economy has ripened for retail and our brand has also become strong. It was the right time to expand. Also, Delhi has a great potential in terms of bulk order. Fashion textiles are one of our most popular products. We produce fashion fabrics and accessories for many designer clients,” she points out.

Creative Bee also has a foundation for helping artisans develop quality craft products from wood, metal and fibre for various life-style stores.