Handmade Products Shaped With Love
AVAL means “she” or “her” in Tamil, a brand that is made by women for the benefit of women. We are a social enterprise that has come into life with the help of Auroville Village Action Group (AVAG). 57 women from different villages were trained in advanced tailoring as well as enterprise skills and started collective businesses.AVAL means “she” or “her” in Tamil, a brand that is made by women for the benefit of women. We are a social enterprise that has come into life with the help of Auroville Village Action Group (AVAG). 57 women from different villages were trained in advanced tailoring as well as enterprise skills and started collective businesses. 29 of these women have been made part of AVAL.
An AVAL Woman
At AVAL rural women from Vanur block coming from traditional background meet contemporary designers from urban contexts varied from Bombay to France. Together they use the platform AVAG provides to birth aesthetics for a progressive Indian woman.
AVAL products are thoughtfully designed and carefully stitched by a
collaboration of women dedicated to the cause of self-empowerment.
They are born in a workshop that does not discriminate on caste or class-basis but puts the aspirations of women in the focus of its work; both the craftsmen as well as the customers.
AVAL is a brand for the aware, sensitive and tasteful woman who aspires for beauty both within and out
The Essence of Aval
Meet Jayabharati, an AVAL tailor. She has successfully pulled her husband out of a lethal mixture of depression, suicidal tendencies and alcohol addiction. Her strengths include sincerity and hardwork which secured her a position at our tailoring unit. When speaking of her past, Jayabharati is often overcome with emotion and allows tears to flow as she remembers the state her family was in. But then her story takes a turn of hope. Working at AVAL not only gives her a means of livelihood but also provides a network of emotional support from the tailoring team which is mixed caste and close knit.
The profit earned from these products will support development initiatives for women in the Auroville bioregion. The women of AVAL present to you their new collection. Each product is hand-made, shaped with love and devotion to the cause of self-reliance and self-empowerment.
The fabric we use in AVAL is consciously chosen to reflect the rich cultural tradition of South India. Our passion for local fabrics take us to Kanchipuram and Andhra pradesh for Kalamkari prints and Pochampalli fabrics. These were traditionally hand woven and hand printed. The textile villages showed the flow of the fabric’s life; with elderly women winding bobbins in their verandas, wives tying up warp on wooden frames while their husbands wove the wefts into the fabric.
Today machine looms have replaced much of this handicraft as the local artisans struggle to preserve their artistic traditions. As AVAL stands for fusion, we also use other indigenous fabrics such as Khadi and Linen to complete our range.
The Value of Each Stitch
Bhuvaneshwari is originally from a farming background. Learning tailoring has enabled her to be the only family member in her household with a stable income that can support the education of her three children. To her, the value of AVAL lies in the space it offers her to practice her craft in a calm and focused manner.
When she comes to the workshop, she leaves behind her life filled with worries about an uncertain future and can concentrate on stitching. At AVAL, she in inspired to maintain quality of every stitch. She is continuously trained in new techniques and is ex- posed to varied fashion styles; an exposure that was otherwise missing in her rural life. Working with a team gives her confidence. She feels less afraid to make mistakes, knowing that the group can help her when she needs it. Everyday, she strives to perform better than the previous day and hopes the world will recognise the beauty of her efforts.
The best way to experience our wide collection of products is to visit the store.