Toda Handlooms Exhibition

FICCI FLO Chennai’s Handloom & Textile vertical headed by Ms Arti Bagdy and Committee members Ms Nabila Avaias and Ms Vharsha Raheja selected the Toda community in Tamil Nadu for support, after trying to identify the best weaver/artisan community to adopt from Tamil Nadu.

Todas, renowned for their traditional embroidery using red and black threads on cotton, are a small community of around 2000 people, underscoring the importance of preserving their cultural heritage.

The initiative honours the legacy of Evam Wiedemann, who, along with her husband Claus Wiedemann, pioneered efforts to empower Toda women economically by promoting their handcrafted products beyond local markets. This initiative by FICCI FLO aims to enhance livelihood opportunities and promote the unique artistry of the Todas on a broader platform, fostering sustainable development and cultural enrichment.

The Toda stall was inaugurated by Thiru. Dharmendra Pratap Yadav, I.A.S., Principal Secretary to Government, Handlooms, Handicrafts, Textiles, and Khadi Department. Thiru. Yadav highlighted the need for diversification beyond shawls, which are suited for cold climates, to attract a broader market. Conversations also touched on the economic empowerment of Toda women, sustainable practices, and potential collaborations, as well as sales and distribution channels.

This initiative has seen significant engagement, clocking in approximately 1.5 lakh in total sales. Additionally, 2000 people visited at ABFC (Arti Bagdy Fashion Collezione), and 850 attended the FLO Toda stall, highlighting the growing interest and support for this endeavour.

Number of people impacted: Of the 2000 people who visited ABFC, 850 specifically visited the Toda stall.