In a bustling hall filled with the gentle hum of focused activity, a unique gathering unfolded. Far from the boisterous din one might expect from a hundred attendees, this space resonated with a quiet energy. Women, united by a shared passion, were engrossed in the meticulous art of hand embroidery. This was no ordinary convention; it was a celebration orchestrated by Alika, a Thiruvananthapuram-based hand embroidery e-commerce brand, to honor its invaluable artisans. The event served as a poignant reminder of the rich legacy and profound social impact embedded within each delicate stitch.
A Legacy Woven Through Generations
Alika’s roots delve deep into the tapestry of time, tracing back to the 1930s in Thalassery. It was there that Sophie Sathyasandhan, a homemaker with a discerning eye and a thirst for knowledge, learned the intricate art of embroidery from visiting Christian missionaries. This nascent skill was not merely a personal pursuit; it became a torch passed down through generations. Sophie, in turn, imparted her expertise to her daughter, Ramola Francis, and her daughter-in-law, Pearly Manohar.
The year 1958 marked a significant milestone with the establishment of the Sathya Thayyal Centre in Thalassery by Sophie herself. This center became a beacon of learning, training numerous women and empowering them with a valuable craft. The tradition of excellence continued with Pearly, who meticulously carried forward the legacy, eventually passing the intricate knowledge and entrepreneurial spirit to her daughter, Deepthi Jewel S.
From Thalassery to Thiruvananthapuram: The Birth of Alika
Deepthi’s relocation to Thiruvananthapuram following her marriage marked a pivotal moment for the family’s embroidery venture. Pearly, her mother, accompanied her, bringing with them the rich heritage and the nascent vision for a wider reach. In 2013, they introduced hand-embroidered clothing to the capital city through a captivating exhibition. This marked the official inception of Alika, a brand whose name, meaning "noble," was inspired by Deepthi’s own daughter. Today, the brand’s operations are adeptly managed by Deepthi’s husband, Sarath Kiran, who has steered Alika towards significant growth and wider recognition.
Alika has cultivated a substantial and loyal customer base, extending its reach across India and even to international shores. The brand’s signature lies in its exquisite hand embroidery, meticulously crafted on premium fabrics such as pure linen, cotton, and silk. This commitment to quality and artistry has positioned Alika as a distinguished name in the world of artisanal textiles.
Empowering Lives, Stitch by Stitch: Alika’s Artisan Community
The recent gathering in Thiruvananthapuram was a testament to Alika’s deep-seated commitment to its artisans. "With 120 artisans, all of them women, working for Alika in Thiruvananthapuram alone, we decided to bring them together and acknowledge their work," explained Sarath Kiran, highlighting the profound impact of their initiative. He further elaborated on the diverse backgrounds of these women, stating, "Among them are divorcees, widows, survivors of domestic abuse, and those who are economically backward. We have been able to change their lives for the better and felt that their stories needed to be told."
The creation of this vibrant artisan community has been a focused endeavor over the past eight months. Deepthi Jewel S. shared the genesis of this initiative: "We shared a WhatsApp story, saying embroidery would be taught, and we stressed that it is to give them jobs and not as a hobby." The response was overwhelming. "One batch had 15 trainees, and more women joined when those who trained under us spread the word about what we were doing. That was when we thought about building a community," she added.
This gathering represented a significant moment for many of the artisans, as most of them were meeting each other for the first time. The post-pandemic landscape saw these women working from the comfort of their homes, collecting materials from Alika’s store at Mudavanmugal. Beyond the 120 artisans in Thiruvananthapuram, Alika also collaborates with approximately 25 women in Thalassery, Kozhikode, and Kochi, further expanding its network of skilled craftswomen.
The distinctiveness of Alika’s offerings extends to the specialized skills of its artisans. While the women in Thalassery excel in ribbon work and applique, those in other regions focus on intricate cut work, adding another layer of diversity to the brand’s aesthetic.
Voices of Transformation: Personal Journeys of Empowerment
The stories shared at the event were deeply inspiring, showcasing the transformative power of Alika’s initiatives. Ancy ML from Vilappilsala, the very first hand Alika recruited, stands as a shining example of this empowerment. As one of the three women trainers with the brand, Ancy recounted her journey: "I joined in 2016, and I have trained more than 100 women over the years. I have become self-reliant, confident, and feel that I am more valued by my family." The global reach of her work has also instilled a profound sense of pride: "And it is overwhelming to hear that the saris I worked on have travelled to countries such as the US and New Zealand."
Bindu M expressed her pride in achieving financial independence, stating she no longer has to ask her husband for money. Anila Raj, on the other hand, rejoiced in finally having the opportunity to showcase her long-held embroidery skills. For newcomers like Princy S from Kattakkada, the experience was one of eager anticipation and excitement in picking up the art. Ancy eloquently captured the essence of the craft, noting, "It is a time-consuming job, which requires immense concentration. At the same time, it helps you to forget your worries."
The Artistry of Alika: Techniques and Product Range
Deepthi elaborated on the intricate techniques employed by Alika’s artisans. They specialize in various convent-style embroidery patterns, including bullion, cast-on, shadow work, knots, and satin stitch, among others. The brand’s commitment to using pure fabrics is a cornerstone of its quality. "Of late, we have been working with pure fabric. That is, if it is a sari, we buy the material, dye it as per the order, convert into sari and then do the embroidery," she explained. The creation of a single sari is a labor of love, requiring at least six weeks to complete, a testament to the dedication and skill involved.
Alika’s diverse product range encompasses embroidered saris, kurtis, salwar sets, frocks, and a special Onam kavani collection. These exquisite pieces are primarily retailed through the brand’s website. In a thoughtful gesture that honors the artisans, each product is accompanied by the name of the craftswoman responsible for its creation, as highlighted by Sarath. Alika also actively engages with its customer base through exhibitions held in the city during the festive seasons, offering a tangible experience of their artistry.
A Family Affair: The Enduring Spirit of Pearly Manohar
Deepthi fondly acknowledged the unwavering support of her 68-year-old mother, Pearly Manohar, who continues to be the backbone of the brand. "She is in Thalassery, where she trains around a dozen women; but she is always around to help us with suggestions and guidance," Deepthi shared, underscoring the enduring familial commitment to Alika’s mission.
Preserving Heritage, Fostering Community: Alika’s Vision for the Future
Sarath Kiran articulated Alika’s broader aspirations: "We want this community to grow in order to conserve this art form that is getting lost. While we celebrate several other embroidery styles in North India, our embroidery also needs to be promoted and preserved. We hope to do that through this community." This vision extends beyond commercial success; it is a mission to safeguard a valuable cultural heritage and to foster a supportive ecosystem for the artisans who bring these intricate designs to life.
Alika’s journey is more than just a business venture; it is a powerful narrative of heritage preservation, economic empowerment, and the profound impact of skilled craftsmanship. Through their dedication to hand embroidery, Alika is not only creating beautiful textiles but also weaving threads of hope, dignity, and self-reliance into the lives of its artisans, ensuring that this timeless art form continues to flourish for generations to come.
For those interested in exploring Alika’s exquisite collection and learning more about their initiatives, details are available at www.alika.in.
