Woven for the world: Aparna Thyagarajan on taking Indian heritage to a global audience

Summary

Aparna Thyagarajan argues that Indian craft no longer needs to adapt to global tastes; instead, the global market is adapting to Indian aesthetics.

Why it matters

That is a useful thesis for consumer and export brands. It suggests that authenticity can be the growth strategy, not just a branding layer.

Founder/operator read

Cross-border demand works best when the product has a clear identity and a story that travels without needing to be diluted.

Original source

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