Wed Dec 17 07:59:59 UTC 2025: Okay, here’s a summary and a news article based on the provided text:
Summary:
Indru, a Chennai-based brand, is reviving the traditional Tamil Nadu jamakkalam (a boldly striped rug) by turning it into fashionable bags. Founders Hari Madhavan and Ramya Balachandran, drawing on Hari’s heritage and their experience in bag-making, collaborate with weavers in Bhavani to create uniquely patterned totes and slings. The initiative aims to sustain the fading jamakkalam weaving tradition while appealing to both nostalgic older customers and Gen Z’s fashion sense with modern designs and upcycled leather trimmings. The bags, priced from ₹6,000, are available on shopindru.com, with customization and vegan options offered.
News Article:
Tamil Nadu’s Traditional Jamakkalam Gets a Stylish Upgrade with Indru Bags
Chennai, December 17, 2025 – A Chennai-based brand, Indru, is breathing new life into Tamil Nadu’s iconic jamakkalam rugs by transforming them into trendy and functional bags. The vibrant, striped textiles, traditionally rolled out at weddings and gatherings, are now being reimagined as stylish totes, sling bags, and more.
Founded by Hari Madhavan and Ramya Balachandran, Indru’s mission is to make heritage wearable while supporting the dwindling community of jamakkalam weavers in Bhavani. Hari, with roots in Erode, connected with the craft during a revival project with the Indira Gandhi National Centre for the Arts (IGNCA).
“We were trying to explore new ways of using the jamakkalam and newer designs, by putting a modern spin on it. We first had to learn and understand the art behind it, and what is possible and not possible with this,” said Hari. The couple has 13 years of experience with their brand Hydes Studio.
Collaborating directly with weavers, Indru ensures the bags’ jamakkalams are specially woven. The designs hero the bold colours and patterns of the rug, such as the green, yellow, purple, and orange stripes of the “Bommai” sling and the blue and white stripes of the “Kadal” tote. Upcycled leather trimmings and handles add a sustainable touch.
“Functionality has always been the core of our bag making and there are pockets, rear zippers and other small details that we add to make the bags more user friendly. The bags should be something people come back to, and to use for a long time,” Hari said.
Indru also offers customisation options, including monogramming, and caters to vegan customers with leather-free alternatives. While older customers appreciate the bags’ nostalgic appeal, the brand has also found success with Gen Z, who see the bags as a unique fashion statement.
Indru bags are available on shopindru.com, starting from ₹6,000. The brand’s initiative promises to not only preserve a vital cultural tradition but also provide sustainable economic opportunities for local weavers.
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