Exclusive, Eclectic & Electrifying! Aditi Chand, Co-Founder & CEO talks about her brand Tilfi Banaras’ and their artistic campaign Katha!

Share this on

Share on facebook
Share on twitter
Share on whatsapp
Share on email

She is passionate about Indian handloom and the need to make it thrive globally. She is the dynamic Aditi Chand, Co-Founder & CEO of the fab Tilfi Banaras that is born out of rich Indian heritage and age-old traditional crafts. In an exclusive conversation, Sumita Chakraborty talks to Aditi Chand about her brand Tilfi Banaras, why she pioneered this design revolution of reviving age-old crafts, and her newest campaign ‘Katha’ that tells a unique story of its own. Read on…

Aditi Chand

I love your Tilfi Banaras brand which focuses on the age-old Banaras craftsmanship, what made you think of this concept? When did you start it and why the name Tilfi Banaras?

Tilfi was born out of a two-fold thread: a five-decades-old family heritage and a vision that traditional crafts needed to be brought back to light to thrive.

In 2016, after several visits to Banaras, Ujjwal, Udit (the two other co-founders of the brand) and I realised that Banaras craftsmanship was facing a great challenge: by discussing with some of our weavers, we understood that even though Banaras artisans made some of the finest crafts in the world, these crafts were not pursued by newer generations. This realisation drove me to start Tilfi with the aim of building a global, yet resolutely Indian luxury brand.

While creating Tilfi, we committed to a new vision and purpose: to ensure the preservation and transmission of the expertise of Banaras’ artisans, while pushing the crafts into new territories. The name, Tilfi, actually reflects this commitment to the craft: in the weaver’s vocabulary, “Tilfi” is a weaving technique where three coloured yarns run continuously without a break.

Any challenges you faced while doing so?

We have faced several challenges over the years. One of the main challenges is related to the transmission of skills between generations of weavers: for instance, certain techniques like Baluchari or even Rangkat were harder to preserve either because of their complexity or because of cultural reasons.

Indian handloom is indeed the best but how do you add that twist to get Gen Z to also love it?

When creating a new collection, our creative process can be driven by a variety of inspirations. However, our design philosophy will always focus on experimenting with different techniques, fabrics or patterns.
For instance, we often strive to push the boundaries of traditional crafts to create designs that would not be considered as “classic” Banarasis, just like we did for our Katha and Seesaw collections. We also design a lot of collections inspired by artistic movements, like the Peony Pavilion collection which drew from the Arts of the East.

What is your Katha campaign about?

Filmed as a documentary and built as a story, the Katha campaign explores the guru-shishya tradition and follows real Kathak dancers – Shreya, Vishal, Tania and Ratnpriya- and their guru -Pandit Ravi Shankar Mishra – for a day in their regular practice.


Considered one of today’s most revered masters of the kathak dance in Banaras, Pandit Ravi is shown guiding his disciples on the path to mastery with expert movements, hours of practice and moments of rest. The campaign shows how this relationship between the guru and his shishyas, based on mutual respect and commitment, allows for the transmission of deep forms of knowledge that have been carried on through generations of teachers and disciples.

Do you plan to take your brand further to global heights?

Of course. We have built Tilfi with the aim of bringing Banaras to the world. In the future, we would like to keep pursuing that vision while simultaneously expanding our presence in India.

Share on facebook
Share on twitter
Share on whatsapp
Share on email

Tags

Related articles

The world of fashion dimmed tragically today as we bid a heart-wrenching farewell to one of its brightest stars, Rohit Bal, who left us too soon at the age of 63. Just two weeks ago, the fash frat were lauding his fabulous comeback after a hiatus. And the fashion world heralded their fave "prodigal" son. TheGlitz exclusive, penned by Sumita Chakraborty, Editor-in-chief, TheGlitz.
Diamonds never lie... and as the festive season rolls in, it’s time to dust off those party shoes, bring out your best outfits, and most importantly, flaunt some fabulous diamonds that’s sure to dazzle! And let’s face it, no gemstone shines quite like Natural Diamonds - the true MVP of any wardrobe. Whether you’re making your entrance at glamorous soirées, celebrating love at weddings, or simply enjoying intimate gatherings, diamonds are the perfect companion to elevate any ensemble. So, TheGlitz dives into the must-have diamond pieces that will have you turning heads and stealing the spotlight this festive season!
This year, Beyond October: Think Pink, Live Green 2024 took center stage at the stunning Dubai International Arts Centre (@diacjumeirah), transforming the annual cancer awareness event into something far more impactful than just a campaign. It became a celebration of strength, resilience, and conscious living. With a focus on both breast cancer awareness and sustainable living, the event sparked conversations that transcended health, tying in a deeper call for wellness in all aspects of life. That’s exactly what the Beyond October Cancer Campaign has done for the past 10 years, thanks to the vision of Manju Ramanan, celebrated journalist and author who pioneered this life-changing initiative. Proudly joining hands, TheGlitz partnered as the media voice from India, amplifying the campaign’s powerful message to a wider global audience.
Having known Ram Kamal Mukherjee for years - both professionally and as a friend - I can say firsthand, he’s not just a filmmaker, journalist, and author; he’s a master of multitasking with an infectious passion for cinema that’s simply impossible to resist. Honestly, interviewing Ram Kamal Mukherji wasn’t just a typical Q&A - it turned out to be a creative, exhilarating animated conversation that left us both inspired, entertained, and eager to dive deeper into the world of storytelling.
Diwali Glam takes centre stage this festive season, offering delightful ways to celebrate with those you cherish. Explore our handpicked luxe essentials this festive season for him, her, and everyone. From premium skincare to chic apparel, sophisticated fragrances to classy accessories and stylish home upgrades—we've got picks they’ll love.