A Naga couple in traditional attire

Dimapur, April 24: Traditional Naga weaves have created a niche in the ever-changing handloom market through a bit of innovation and aggressive marketing.

To feel the pulse of the market for woollen products, specifically Naga attire and utilities, a 10-day exhibition has been organised by the Dimapur District Weavers’ Federation at the Supermarket complex here.

“It is a great opportunity for weavers from all tribes of Nagaland to make an impact,” Arenla Doshy, president of the federation, said of the expo, which got under way yesterday.

Arenla, one of the few successful entrepreneurs in Nagaland’s handloom sector, said clothing, accessories and linen representing the entire mosaic of traditional Naga designs were being showcased at the exhibition. “We expect this expo to open up new avenues for traditional weavers who are unable to cope with the onslaught of western casuals and designer wear,” she said.

Having participated in as many as 11 international exhibitions, Arenla knows that traditional Naga weaves can go global if marketed properly. Clothes woven at the Mount View Weaving and Co-operative Society in Dimapur have already become popular in various parts of the country and abroad.

“Westerners really appreciate our traditional clothes. Most of them buy these to display on walls as souvenirs. Some of our customers place orders in bulk, while others want us to experiment with different colours. I believe that proper feedback from the market is the key to success,” Arenla said.

On the reluctance of Naga weavers to experiment with colours, the entrepreneur said tradition could not be compromised with for the sake of staying abreast with fashion trends. “Tradition does not permit one to go beyond colours and designs unique to each tribe,” she said.

However, Arenla is all for innovation without tampering with the traditional motifs.

“The painstakingly meticulous embroidery on Naga shawls and mekhalas cannot be replicated with machinery. But innovation is necessary and that is the challenge traditional weavers must rise to. Tradition forbids use of certain designs. So, it is quite difficult for us. But we have to innovate and experiment with age-old designs of the tribes in non-traditional outfits to be competitive and viable in the market.”

Arenla attributed the expensiveness of traditional Naga handicrafts and handlooms to high labour costs.