The Fading Glory...And The Light Of Hope

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Hyderabad: To commemorate the advent of monsoon, Taj Krishna gets ready to welcome all its guests in the magical weave of Varanasi. Taj Hotels Resorts and Palaces salute the master-weavers of Varanasi by reviving the traditional art form and ensuring their preservation in the contemporary world.

Varanasi, a city where the threads of culture are woven into the fabric of history. Benaras or Varanasi as it is known today, on the banks of the holy Ganges, is one of the oldest cities in the world, having provided succor and hope to millions of believers. In many ways, the story of Varanasi is the story of sustenance.

The tradition of the hand-woven fabric has been replaced by power-looms, where prints have replaced the finesse and intricate beauty of the master craftsman's weave. As against the days when each weave was a work of customized, individual art to be treasured and preserved, today the master-weavers of Benaras are facing neglect and penury.

It is not just their economic condition that is pitiable, but also the fact that their contribution is going largely unnoticed. Many of the weavers' families have seen a flight of members from traditional art form to other modern professions. Skills, which were part of family legacies and honed over generations are now slowly disappearing. The weavers are starving and have even resorted to extreme steps like selling their blood at blood banks to survive. Many others have sold their looms for firewood. There are only 160 master- weavers now left in Varanasi.

Hence, it becomes an obligation on every individual and organization to connect with and promote the society around which they evolve and exist.

Taj Hotels Resorts and Palaces have always engaged with the communities with which it co-exists. To bring across paradigms of luxury that satiate every touch point of its guest, Taj Hotels has taken upon itself to salute that master weaver and celebrate their contribution.

Taj Hotels has been consistently championing the cause of promoting rural arts and artisans. In continuation of this endeavor and as a part if its initiatives of providing sustainable livelihoods, it has extended support to the master weavers of Benaras. Taj believes that luxury, much like tradition, needs to be preserved and nurtured. And with an aim to revive the handloom industry from extinction, Taj Hotels has drafted an idea to use handloom sarees for uniforms across 10 Taj luxury properties. Taj Hotels will welcome its guests, in these fine hand-woven sarees.

Taj has identified 3 villages and started work with 25 master-weavers residing in these villages. It is notable that when Taj first went to the village, all they were asked for was some work and not money. But, before the work could have begun it was very essential to make the environs humane and hence Taj Hotels first supplied them with water pumps and solar lights. The aim was to instill confidence in the villagers, give them work and return their dignity and pride in work.

Taj initiated medical help and conducted an eye camp for the weavers; provided glasses to the ones who needed them. Given the frequent power cuts, solar lights were installed in the weaver's houses to enable them to work for longer hours. Infant and child nutrition programs were started to take care of malnutrition. Taj has established a system by which the weavers can deliver the finished saree at Taj Ganges where it is weighed, checked and paid for immediately. Taj has also opened bank accounts for all these weavers individually. All the payments are directly made to the weavers to avoid the middle men and to ensure that all the benefit goes to the weavers directly. Taj Hotels contacted 'Chamundi Silks' of Karnataka, one of the oldest and the largest silk export houses in India to provide all the required yarn dyed and colored as per the specifications given to them by well-known designer, Jay Ramrakhiani.

Today, the villages are undergoing a change for the better and their pride is being restored. It is an honor for Taj Hotels Resorts and Palaces to be associated with these weavers and the historic art of weaving. Taj's involvement with the master-weaver is a mark of respect to their stately craft. It is an expression of the magnificence that these weavers were able to create from a piece of cloth and a way of thanking them for the excellence they have given birth to.

However, this is not the first time that Taj Hotels has worked with craftsmen to bring art directly to the connoisseur. Taj Khazana, a collection of exclusive boutiques in select Taj properties, has been the patron of traditional craftsmen, weavers, upcoming artists and painters. Taj Khazana promotes the traditional arts, crafts and weaves from various parts of India, beautifully weaving nation together.

Taj hotels have also tied up with Paramparik Karigar, a pioneering rural arts organization, in an initiative called Building Livelihoods. Taj hotels sources material through this program and thereby insure the economic sustainability of artisans communities operating under the Paramparik Karigar canopy.

Taj Hotels Resorts and Palaces believes that it is the business of corporations such as theirs to engage with communities in not just providing them with economic sustenance but also keeping the legacy of traditions alive when most are losing them at the altar of commercialism. The world cannot afford to have such an exotic craft go extinct. It needs preservation and it needs commitment, driven by passion and respect.
Luxury is preserved and enhanced always at the Taj.

Taj Hotels Resorts and Palaces
Established in 1903, Taj Hotels Resorts and Palaces is one of Asia's largest and finest group of hotels, comprising 60 hotels in 42 locations across India with an additional 16 international hotels in the Maldives, Mauritius, Malaysia, Australia, UK, USA, Bhutan, Sri Lanka, Africa and the Middle East. From world-renowned landmarks to modern business hotels, idyllic beach resorts to authentic Rajput palaces, each Taj hotel offers an unrivalled fusion of warm Indian hospitality, world-class service and modern luxury. The Taj, a symbol of Indian hospitality, has recently completed the centenary of its landmark hotel, The Taj Mahal Palace and Tower, Mumbai. Taj Hotels Resorts and Palaces is part of the Tata Group, India's premier business house.

For Further information, please contact:

Uzzal Mohan, Vaishnavi Corporate Communications, Tel: 92462 15332