Anavila Misra’s brand is synonymous with its signature contemporary linen saris that she introduced to Indian fashion about 11 years back. Today, as Misra rightly points out, linen saris feel like they have been around forever and has been brought to the forefront by the brand with great ease.
The designer attributes the success and consistent growth of Anavila to its artisans and their skill. “It has been a journey together with the artisans. The first weaver we wove the first sari with is still the weaver we work with. We’ve not grown in a different direction, we’re constantly in the same direction. The cluster, the village and the weaver community have all grown with the brand. I think that’s the most beautiful aspect of our brand and that’s what sets us apart,” she says.
The artisan community Misra has worked with since the inception of her label has seen equal growth, she adds. “I’ve seen a vast growth in this cluster. Every household is working with linen. It’s not a foreign yarn for them anymore. They’re very comfortable working with it and experimenting with it. And actually so many of them are doing separate businesses as well. Not all of them are associated with just us anymore. They’re doing their own production, they’re catering to export houses or retail spaces as well,” Misra points out. This growth she sees within the various artisan clusters, she says is a true of measure of success for her. “I think this is the biggest measure of my success is that the communities which we have worked with so far consider themselves to be very successful,” she adds.
As a woman and entrepreneur, Misra finds gender an advantage, “I always feel that we are much more capable, much more designed in a way that we can endure much more, multitask. I think we should always recognize the strength that we have within and once you make up your mind to do something, there's nothing that can stop you.” But even as the designer lays focus on the importance of confidence, she recognises the benefit of trustworthy feedback. “Take constant feedback from people you trust. Because sometimes we’re so (involved) into the product or the process and so caught up with what we want to achieve, that things that can be seen from an outsider’s perspective can actually help us in our journey,” she advises.