“Our whole intention is to make handlooms more affordable,” says Samantha

Samantha Ruth Prabhu, who recently floated a signature handloom clothing store Tweave, said her main intention is to make handlooms affordable with the best designs.

“The once-skilled artisans do not want to weave anymore. I met a weaver once, who said: ‘If I die, this dies with me.’ It was when I took this up seriously, do I want to be a generation that causes the death of tradition and culture? I do understand that there is a gap between the dated techniques and designs that are prevalent in the handloom sector and the new age fashion that is changing so quickly.,” she said at the launch event in Hyderabad.

Samantha is the brand ambassador of Telangana Government’s Handlooms division.