Samantha Ruth Prabhu is on her way back to Hyderabad from a promotional event in Rajahmundry when we call her this evening. The award-winning South Indian actor, it becomes apparent early on in the conversation, has her hands full. “Apart from my endorsements, I am working on seven Telugu and Tamil films at the moment; the release dates for which are spread between October this year and summer 2018.” While films are an integral part of her being, Prabhu has been dedicating the bulk of her hours to a fashion-centric passion project lately.
As Telangana’s handloom ambassador, she has joined forces with the state’s government to debut Woven—a platform dedicated to championing the cause of Telangana’s weavers, honouring their work, and infusing present-day relevance to age-old techniques that are unique to the South Indian state.
“I have been travelling across the state for the past few months to understand the problems that plague our weavers at a grass root level. Their skills are unmatched, but it’s disheartening that they fear their craft will die with them. We want weavers to get due recognition, and also restore respect for their art. Therein was born the idea for this initiative, and it’s a cause I am deeply vested in,” she explains.
There is an intriguing response to the “Revive Handloom”, contest. The event will see the presence of various dignitaries, business honchos, and IT bigwigs. On this occasion of National Handloom Day, Microsoft is signing a grant, NIFT and Weavers Mart are signing MoU with Woven 2017, a spokesperson says.