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Homegrown Label Urmi Aims To Save The Environment

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When you flaunt fashion with a conscience, there’s always something innately chic about it. Which is why we love Urmi. Launched earlier this year, and run by entreprenuer and revivalist Kavitha Chandran, the label encourages sustainability and resuscitation of Indian weaves. Specialising in hand-woven handbags — from totes to clutches, and mini purses — the designer bags are made of non-degradable plastic waste.

The homegrown label empowers female weavers in and around Coimbatore, and it takes about 8-22 hours for each craftswoman to create a single product, depending on the design and style of the bag. Currently the brand incorporates 4 kinds of weaves in their collection. These include the Shiva Eye, Flower Bud weave, Star weave, and Regular weave.

The bags (read: totes, a variety of evening clutches, small bags, rectangular and box clutches, casual bags, and the classic tote with inner pocket) are statement pieces by themselves, considering each one is almost like a work of art achieved through hours of skilled craftsmanship; the brand is aiming to also branch out into accessories like belts and footwear, as well as a home range.

While these are some of our favourite picks from Urmi, you can also shop the brand at Ensemble (Mumbai), Ensemble and Vayu (Delhi), and Cinnamon and Indelust (Bengaluru).


Urmi-clutch-label alert-hauterfly

 Small Clutch — Fiber (Rs 5,000)


Rectangular Clutch — Jade (Rs 5,000)


Rectangular Clutch — Baroque (Rs 5,000)


Rectangular Clutch — Checkers (Rs 5,000)

portfolio bag-urmi-hauterfly

Portfolio — Alabaster (Rs 5,500)

urmi-evening clutch-hauterfly

Evening Clutch — Falcon (Rs 5,000)


Classic Tote — Konkan (Rs 6,000)


Classic Tote — Malabar (Rs 6,000)


Large Clutch — Azure (Rs 5,000)

box clutch-urmi-hauterfly

Box Clutch — Cantaloupe (Rs 5,000)


Dreamer, achiever, writer. Loves dogs, shopping, travelling, and yes, Murakami. In that order.

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