Bhubaneswar, April 19: The Odisha government has set up a design cell in the city to promote innovative patterns and styles in the traditional fabrics of the state.

The design cell, which has been set up on the premises of the newly opened Boyanika showroom, will facilitate customers who are looking for a contemporary touch to the traditional Odisha handlooms.

"Over the years, a number designer apparels have come to the market but the love for traditional fabrics remain. To cater to the market needs, we thought of initiating some reforms and move beyond the customary fashion," said Arta Ranjan Mohapatra, the quality system manager of Boyanika.

The brand has roped in designers from National Institute of Fashion Technology (NIFT) to carve out fashionable attires from traditional fabrics.

Odia alumnus from NIFT, Binoy Munda and his wife Supriya Nipane Munda, are handling the design cell. Munda, who graduated in the 2009 batch, left a lucrative career in Bangalore to pursue his passion for promoting the fabrics of the state.

"The handloom of Odisha is extremely popular and it is a golden opportunity for designers like us to present before the customers the traditional fabrics in a new avatar. We are not only displaying our creations, but are also meeting customers and interacting with them. This helps us understand what people want and where we need to improve," said Munda. He works mostly on ikat and tussar fabrics.

Customers can buy fabrics from the store and get it customised from the professional designers in stylish cuts and shapes. One can also choose their own combination of colours and place order.

The making charges begin from Rs 250 and rises according to the intricacy in the designs and the weaving patterns. Visitors are spoilt for choice as they can order kurtis, salwar suits, half-jackets and a host of other attires. The designers also have exclusive fashion apparels for men and kids.

The government is also in the process of procuring advanced softwares that would help with newer weaving patterns. "The softwares would make the designers job a lot easier. They could first try the designs on the software and make the necessary changes before giving it for weaving to the craftsmen," said Mohapatra.

The showroom has come up with a set of special handloom saris to tap high-end clients. The store on the premises of Boyan Bhavan has an array of handloom collections in varying colours, designs and textures.