In the rich fabric of India's handloom traditions, Project Loom, led by author and journalist Shoba Narayan, emerges as a beacon for the artisans working tirelessly in anonymity. Commissioned by Taneira, a Titan company, the project aims to elevate the art of handloom craftsmanship, shedding light on the history and culture woven into each fabric.

Shoba presented a unique challenge to us: how do you make consumers more aware and appreciative of the artistry in their hands? The mission extended to inspire a deeper understanding and value for the craftsmanship involved. The trickiest part? Producing these stories across the country without breaking the bank.

Our approach was a deep dive into the world of Indian handloom, working closely with Shoba Narayan to understand the heart of these traditions. We embarked on a journey of discovery - meeting artisans and art historians, asking many a question, and capturing the history of the weaves as well as the essence of their unique creative processes.

The result was a series of six visually stunning short documentary films, each unraveling a unique intricate handloom process from inception to completion. Collaborating with carefully chosen film collaborators across India, we traversed locations that have a rich history of weaving traditions and collectives, bringing to life the untold stories of India’s weaving traditions and the textiles today’s consumers cherish.

Several of the short documentaries were cut down into shorter films to nurture online viewership and much of the raw footage was published in the course of time to create a knowledge repository on select Indian handlooms.