What is our vision? Why do we exist?

TOAIArt stands for 'Treasures of Ancient India'. We at TOAIArt aim to showcase the best home-décor creations that fulfill two conditions; one, rural home artisans should have created them and second, they should reflect some creative aspects of India’s indigenous art. Let us explain our concept a little more.

Look back at India's history:

Looking back at our history, we will find several art forms and skilled artisans dedicated to them. These art forms and artists flourished under the support and patronage of ruling families and aristocrats of their times. For instance, if we ever get a chance to visit different parts of India, we feel amazed to see carvings of Khajuraho, Puri Sun temple or Ellora cave temples. Even the different art forms of Ajanta, Rajasthani forts and palaces mesmerize us.

However, as time passed, India faced several cultural onslaughts, such as the demolition of temples, art and artists or the drying-up of financial resources to create grandeur projects. Even after India gained freedom, there was never any consorted effort to revive the art and craft industry. Small rural artisans continued to handmake and sell cheaper versions of their craft in local markets at small prices. As a result, with time, we lost our ability to create intricate art forms and enhance the traditional designs with the help of new tools and technologies. If you ever visit homes and manufacturing units, where local artisans live and create their art, you will be surprised to see their simple and old-age tools.

A comparative analysis with other artists and art:

TOAIArt is currently working, directly with rural artisans and it aims to eventually enhance the quality and intricacy of art being created. When we go across the globe, we notice that several developed economies in Europe, China and Japan, have made industrial progress and improvised their art with the help of new technologies and tools. As a result, their products are always in high demand and are able to fetch a fair price.

Contrary to this, a large ratio, of Indian crafts, is still sold in local markets at negotiated prices. Moreover, there is a general perception that Indian crafts are limited in quality and creativity. Take a simple example of Batik art. It has been practiced in India and several other countries such as Indonesia and Sri Lanka for centuries. However, most Batik prints in India are still limited to two to three colors and limited patterns. However, several creative experiments have been done in other countries with successful results, which have created new opportunities for their artisans.

Our belief:

We at TOAIArt believe that there are several connoisseurs of beautiful artworks worldwide but we need to enhance our skills and push our boundaries. We can experiment with materials, processes, designs, and tools and even take inspiration from other art forms. Our initiative aims to create a more respectful and appreciative marketspace for Indian art and artisans like their global counterparts.

Committed to creating eco-friendly and sustainable livelihoods:

The tradition of creating handcrafted home-décor products has existed for hundreds of years in India. Local artisans created all ethnic products, whether bedsheets, curtains or kitchen-ware items, by hand, from simple raw materials such as cotton, organic pigments or clay and by using simple pieces of machinery such as weaving looms and pottery wheels. As times changed, there was a need for cheaper products manufactured in large quantities. This was not possible with age-old technologies hence and we started using heavy machineries. With passage of time, it also became tough to use authentic raw materials such as pure cotton or organic pigments so we became dependent on synthetic fabrics. TOAIArt is committed to going back to organic roots and bringing only selected home furnishing items at your doorstep.

Eco-friendly organic cotton and colour pigments:

Mass-produced bed linens, such as quilts, chadar, dohars, sofa throws, are generally created from synthetic fibres and dyes. Instead of using pure cotton, which is environmentally friendly and bio-degradable, we often use cotton and polyester mixed fabrics. Similarly, we end -up using synthetic dyes. It is no secret how harmful their chemicals are and how they affect the lives of humans and animals on the planet. We strongly recommend to use pure-cotton bed-linens, whenever possible, due their germ -fighting and hypoallergenic properties. To know more about the benefits of cotton, please visit this link.

All products on TOAI Art are made from natural fibres such as cotton, linen and silk. Even the pigments that we use are environmentally friendly and meet international standards. We are happy to provide detailed information about our products on our product page. You will also find detailed information about the product category at the end of each category page. Click here and scroll down for category information.

Recycling, a way of life:

You will be surprised to learn how recycling and upcycling are integral to our production process. Let me explain to you with some examples.

Our patched Kantha stitched sofa throw is an incredible creation where we have recycled and refurbished fabric pieces. Please click on this link for more product details. Another creation where recycling is extensively used is 'Aachada'; it is the uppermost fabric on the printing table which absorbs excess pigment during block printing process. To know more about 'Achada', please visit this link.

Eco-friendly production process:

Do we use heavy machinery or gas guzzlers to produce our art and craft? No, we don't. We still, primarily, use age-old techniques to produce our home-décor items. For instance, to create block prints, we still use wooden – hand carved – design blocks and these blocks can be used across hundreds of bedsheets before getting damaged or worn out.

In some cases, even where new techniques are implemented, we still ensure that the new technologies are a close replica of the old ones. For instance, a simple example would be, replacing hand needles with a sewing machine.

Sustainable livelihood:

To create sustainable livelihood, we reduce our carbon footprint. All the examples you saw above are various ways we reduce our carbon footprint. Apart from reducing carbon footprint during production, we also try following eco-friendly processes during sales and marketing.

This is why we strongly believe in online sales and marketing channels, and we have intentionally avoided the path of creating physical brick-and-mortar stores. Unlike an online business outlet, actual stores consume much more space, electricity and other natural resources. I am sure that our clients will trust us and give us bigger opportunities to serve them via online channels.