Kolkata : LEGACY COLLECTIVE, Bacardi’s brand synonymous with the Spirit of India, took a significant step in reviving the homegrown art form of Nakshi Kantha by unveiling their collaboration with renowned NGO She Kantha, at the prestigious Ahiritola Sarbojanin Durgotsav in Kolkata. This partnership aims to preserve and promote the rich legacy of Nakshi Kantha, a traditional Indian embroidery form celebrated for its intricate craftsmanship, particularly in Eastern India.
In line with LEGACY COLLECTIVE’s brand ethos of celebrating Indian heritage and craftsmanship, the event spotlighted the exquisite art of Nakshi Kantha through a special live demonstration on two 100-foot-long Kantha cloths, meticulously hand-painted by local artisans. The brand also pledged a donation to She Kantha, in support of their ongoing work to preserve and promote traditional artforms in India.
Ayaesha Gooptu, Head of Domestic Brown Spirits and RTD, Bacardi India, expressed her enthusiasm for the partnership, stating, ‘LEGACY COLLECTIVE embodies the Spirit of India through its commitment to reviving homegrown art and craftsmanship. Our collaboration with She Kantha underscores our dedication to preserving the unique Kantha embroidery tradition, which is synonymous with the cultural heritage of West Bengal. By working with local artisans, we are not only celebrating the beauty of Kantha but also empowering the artists who keep this tradition alive.’
Mallika Verma, Founder, She Kantha, said, ‘We are pleased to partner with LEGACY COLLECTIVE to showcase the beauty and heritage of Nakshi Kantha. This collaboration provided a unique opportunity and platform to raise awareness around the traditional art form and to support the artisans who are keeping it alive. Together, we were able to leverage the atmosphere of the festive spirit during Durga Puja to showcase the beautiful Nakshi Kantha Design.’
Nakshi Kantha, known for its detailed patterns and vibrant colours, is a centuries-old embroidery technique rooted in storytelling. This unique collaboration showcased a one-of-a-kind Kantha stitch panel, symbolizing a harmonious blend of tradition and modernity. The artwork not only highlighted the exceptional skill of the She Kantha artisans but also reaffirmed LEGACY COLLECTIVE’s commitment to celebrating Indian heritage and supporting local artisans. By showcasing the beauty of Nakshi Kantha, the brand aims to inspire and engage consumers while contributing to the preservation of this cultural treasure.
