That exchange stayed with me since it seems that the younger generation’s attitude towards Indian textiles is moving in a new direction,” says Suparna Handa, Managing Director of Sarita Handa, a home luxury brand. “There has been a quiet change in the way young people in India view their own textiles, and I believe that most of us haven’t realised it. About a week ago, I was in our store in Delhi when a young man entered. He was probably in his early twenties. He asked me if our hand-block prints were ‘vintage’. I wasn’t sure how to explain that they aren’t old; rather, they are made in the same way as always.
For many years in our cities there had been a kind of hesitation concerning Indian crafts, a tendency to opt for anything imported, for anything that seemed to have moved beyond the local. That tendency is now disappearing quickly. What is taking its place isn’t nostalgia but real appreciation. Since they have grown up with design feeds, Instagram, and Pinterest boards, a generation has begun to realise that a hand-embroidered cushion or a block-printed bedsheet looks and feels exactly as if it cannot be found anywhere else. In a world that is highly digital and focused on fast fashion, younger generations are suffering from a kind of natural aesthetic fatigue since everything appears identical, feels temporary and has very little backstory.
For members of Generation Z, home is more than just a place where they can sleep; it is an extension of their identity, values and mental well-being. They are not interested in standard, mass-produced decoration and instead want items that have character, a history and a record which they can be proud of. That is where Indian textiles step in. The reason this change is so exciting is that the younger generation are now living in homes with these fabrics. Instead of attempting to copy the traditional living rooms of their grandmothers, they are giving them a new interpretation. It involves a blending of different elements and the creation of contrasts. For example, they combine a natural Tussar silk cushion with an industrial metal chair, or they use a bright ikat runner with an unpolished wooden dining table. They mix traditional methods with modern minimalism. For members of Generation Z, Indian prints, such as the geometric accuracy of Ajrakh, the gentle floral designs of Kalamkari, or the delicate textures of hand-loomed khadi, are no longer limited to important events; they have become part of everyday life. This can be seen in a hand-made linen coaster for their morning coffee, an embroidered lumbar pillow for a reading corner, or a woven throw blanket which makes a rented studio apartment seem immediately warm and cosy. Our values also match theirs closely. Gen Z is probably the most conscious consumer generation that we have ever had. They place great importance on sustainability, ethical production, and the human beings who are involved in the products they buy. They want to find out the story of the people who make the items. Once they have invested in a handcrafted textile, they are aware that they are helping to preserve a living tradition, ensuring fair wages, and supporting a process that respects the earth rather than taking advantage of it. For them, handcrafted is not just a luxury fad; it is a conscious way of living. “For us, watching this intergenerational bridge form is extraordinarily rewarding. For decades, we fought to put Indian handwork on the global map. And now that we’re seeing our younger generations embrace it, we feel a sense of pride and style – it feels like coming full circle,” adds Handa Indian fabrics have always been more than just thread and dye. They are stories, memories, and the closest thing we have to a cultural fingerprint. As Gen Z brings these timeless craft traditions into their modern homes, they aren’t just decorating a space. They are keeping our collective story alive, one thread at a time. Looking for trusted parenting advice? Follow TOI Parenting Circle on Instagram for expert guidance, relatable stories, and practical tips delivered every day. Get the latest Lifestyle News and more. Download the TOI app.