It is our constant endeavour to promote the exquisite artistry of our crafts to patrons around the world. Since inception, we have laid a strong emphasis on creating awareness and knowledge and have attempted to educate our audience about the finer details of our crafts. We do this through consistent and technically-accurate communication across our products, craft repositories, blogs and social media. We were the first to use our presence in the digital world to disseminate knowledge about Banaras’ time-tested techniques. As a result of our efforts, terms such as Katan, Shikargah, Kadhua, Rangkat - once restricted to trade and textile aficionados - have become mainstream and a part of the common vocabulary of Banarasi handloom.

We straddle tradition and innovation. 

We work to preserve fast-disappearing techniques. We continue to commision “artistic” pieces and take-on revival projects, often deemed difficult to sell, to safeguard certain age-old techniques from becoming a casualty to indifference. We also continually seek to push the boundaries of our crafts. We relentlessly introduce newer designs, techniques, fabrics to our artisans’ repertoire. 

Our vision is not limited to letting our handcrafts survive, we want them to thrive.

We have long-standing relationships within our craft community, which are built on trust and mutual respect. We have worked with many weaving families over generations and as such, accept responsibility for their continued employment and growth. We believe that two of the biggest contributions that Tilfi makes to the ecosystem are providing it with stability and authenticity.

We seek to protect our craftsmen from the vagaries of fashion cycles and marketing trends. The products woven by Tilfi are designed by our team and discussed and developed through a constant dialogue with our weavers. Thereafter, our pieces are commissioned to be woven. The upfront costs of designing and all the risks associated with production are borne by Tilfi. Weavers get an assured off-take and pay. The same principle is applied even in cases where the weaver works with a time-honoured, traditional design.

We pay all our artisans and team members fair wages. We also celebrate festivals, births and weddings together. We are constantly seeking opportunities to improve their work environments, delicately balancing the limitations of a scattered industry. We engage women of weaving families in various aspects of the trade from warping to tasseling and seek to increase the scope of their work.

Tilfi also has a strong focus on hiring and developing local talent across our operations. 

We are working with creative talents across spheres, local arts & culture organizations, musicians and artists, to develop new ways and platforms for sharing our culture with the world.