The Story of Sundar Sutra: Our Journey
Brand of Kasrawad Handloom Producer Company Limited (Kasrawad Art Cluster)
In the heart of India , Madhya Pradesh, there is a world heritage maheshwar – a handloom hub which houses 10000+ weavers, almost every house has a weaver in these villages where people weave beautiful fabrics by hand using a handloom. Sundar Sutra is a special project connected to these villages. It’s part of the Ministry of MSME and helps weavers from five nearby villages. Sundar Sutra is a ray of hope to take their art and talent to the global level for these villagers. It gives them a chance to show their amazing cloth designs to the world. With Sundar Sutra, they can share their culture and art with people globally.
This project helps the weavers market their products so they can earn a living to support their families. They work hard to make sure the product they deliver is of the best quality. Sundar Sutra assures to give you the best fabric made by skilled weavers, making sure theproduct finds its way in the heart of our client !
Sundar Sutra is a brand name of the products woven at the First Handloom Cluster of Madhya Pradesh – Kasrawad Art Cluster, which is a project under the Ministry of MSME and houses a common facility center. One of our master weavers Mrs. Santoshi Kevat has already been awarded by the International Textile Machinery Exhibition in Gurgaon, which is an international event. It was history in the making.
Every product at KAC is handloom mark certified by the Ministry of Textiles.
Kasrawad Art Cluster offers weavers a dedicated space to work, equipped with all necessary facilities. Through our brand, Sundar Sutra, we endeavor to promote and promote and market their art. Our paramount concern is ensuring the quality of the fabric, reflecting the skill and dedication of the artisans behind each creation Hence, we try to name the sarees on the name of the women weaver who weaves the product be it a saree, a stole, a yardage or a suit.
Seema Mishra - Mind Behind Sundar Sutra (Kasrawad Art Cluster)
We are proud to mention that the society secretary, Mrs. Seema Mishra, has been pivotal in uplifting the weaver community, and she has worked tirelessly to help these weavers reach the state, national, and international levels.
Mrs. Seema Mishra was felicitated as Women Entrepreneur of the Year by Shri. Nitin Gadkari Ji (Honorable Minister of MSME), she was also felicitated by Shri. Piyush Goyal Ji (Honorable Commerce and Industry Minister) for her work towards uplifting the weaver’s community and helping them create a space for themselves in the government marketplace.
Mrs. Seema Mishra has won many awards, felicitations, and acknowledgments for her noble work from various industry associations, and she has always made sure to represent her women weavers on all platforms. National and international textile magazines like Fibre2Fashion and Textile Excellence have also covered her motivating story.
The Origin Story of Sundar Sutra & Kasrawad Art Cluster
Mrs. Seema Mishra, working as a training and placement officer in a college, found herself at a Ph.D. Chamber event in Bhopal, where she was to train weavers on E-Commerce. Witnessing their struggle, she began offering free daily training sessions to local weavers in Maheshwar. However, despite their skill, they faced challenges selling their traditional Maheshwari Handloom Sarees, especially to English-speaking communities in the South.
Moved by their plight, some weavers approached Seema Mishra, urging her to start her own brand to assist them in selling their goods. Though she hailed from a pharmacy background and lacked business experience, she accepted the challenge. In 2012, she ventured into online sales, initially offering a few dupattas. The response was overwhelmingly positive, leading her to officially launch her brand, “Maheshwari,” in 2015.
Operating from her home in the small town of Dhamnod posed logistical challenges, with limited courier services. Undeterred, Seema collaborated with the local Speed Post office, arranging for parcel pickups. As her business flourished, she expanded her courier partnerships, eventually collaborating with DTDC and Safex for nationwide dispatches.
A turning point came when an officer from the Khadi Village department suggested her husband develop a handloom cluster under the central ministry scheme. Despite initial difficulties, Seema, driven by her determination and the weavers’ trust, embarked on the journey. With her husband’s support and the weavers’ faith, she founded Madhya Pradesh’s first Handloom cluster under the Sfurti scheme of the Ministry of MSME.
On 15/06/2020, Kasrawad Art Cluster was officially incorporated. Building on this milestone, Seema launched her brand, Sundar Sutra, to showcase and sell the exquisite handcrafted textiles produced by the weavers of the cluster, marking a new chapter in their journey of empowerment and sustainability.
Who Comprises Our Team Besides Seema Mishra
We have a team of 400+ weavers who play the most important role in Kasrawad Art Cluster. Below, we would like to mention a few key team members.
Shri. Sunil Mishra
Chief Business Consultant
Shri. Satish Patel
Cluster Development Executive
Miss. Shruti Sharma
Office Administration Head
Special Thanks to These Outstanding Individuals!
Shri. ASK Sharma
Shri. Mohammad Fazal
Mrs. Nidhi Jha
Thank you for being a part of our journey. We appreciate your support and trust in the Sundar Sutra and Kasrawad Art Cluster. Keep shopping with us to explore more of our handcrafted treasures.
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