Our Story

WOW India was established on 00 December,__, WOW INDIA is private platform for products that are made from traditional techniques, skills and hand based processes all products made in WOW INDIA are handmade and became evangelists of handlooms and crafts through their journey of many craft clusters of India & determined to make handcrafted as an organised market, where there is economic sustenance for the craftsmen while ensuring genuine and best showcasing of products for the discerning customer. The latest is the hand embroidery collection with a range of Paithanis, dupattas & lehengas, bags, paintings, etc.

We work with upskilling and technical education on weaves so that the same heritage passes from one generation to another which will help the next generation in appreciating handlooms. WOW INDIA provides training centres for small scale industries to make unemployed women self-reliant. We teach skill training such as embroidery work, silk work, weaving, sewing, handcraft. WOW INDIA is also giving women in small communities the opportunity to put their skills to use and earn a living. We provide them skill education through different workshops on sari finishing, tassel making, and ensuring they become financially stronger and independen

Paithani Saris
Maharashtra is very popular for its craft of Paithani saris. Marathas encouraged the textile activities and the region of Paithan, and Shagad emerged prominently. References indicate that Madhavrao Peshwa and Nizam of Hyderabad had interest in paithani textiles.

Design on Paithani Saris, Traditional Paithani Saris are usually plain with heavy zari border and ornamental pallu. Today, Designs like stars, circles, peacocks, flowers and paisley embellish the borders and pallu of the saris. Both gold and silver are used in the zari.
Key Centers of Paithani Saris Pune, Yeola-Nashik, and Malegaon in Maharashtra.

Zardozi
Gold embroidery has existed in India since the time of the Rigveda, between 1500 and 1200 BC. From the medieval times the art of Zardozi has flourished, reaching its zenith under the patronage of Mughal Emperor It prospered during the 17th century, but later a loss of royal patronage and industrialization led to its decline. The craft began to experience a resurgence in popularity following India’s independence in 1947. This gorgeous embroidery reveals artistic use of laid stitch with golden thread. It can be seen in wall hangings, chain stitch on saris, caps and other articles with heavy embroidery. As the embroidery is densely performed, designs done are extremely intricate.

Creation Of Zardozi

The gold wire known as zari is the thread used for zardozi embroidery. The making of zari thread is a very tedious job involving winding, twisting, wire drawing and gold plating of thread. The embroidery of zari zardozi is performed in a very interesting manner. Gold wire is carefully revolved around a silver bar tapered at one end. Then they are heated in furnace till gold and silver alloy is formed. The gilt wire, when drawn through a series of holes made on steel plates, comes out glittering as gold. The gold-coated silver wire is then flattened and twisted around silk thread to obtain zari.

Zardozi has remained as an appliqué method of embroidery. With one hand the craftsman holds a retaining thread below the fabric. In the other he holds a hook or a needle with which he picks up the appliqué materials. Then he passes the needle or hook through the fabric. After hours of painstaking labor, the result is an exquisite gold-veined work of art. New designs and products have been introduced apart from the traditional ones. Some of the products are cushion and pillow covers, bedspreads, handbags, sandals and buttons.

Zardozi on kurta-pajamas and chooridar- achkans (tight trousers and men’s coat) have gained popularity among the men.