About atra
The Brand
‘atra‘ (Sanskrit for ‘here’) is a creative concept that brings Ajitabh Verma’s collaboration with artisanal craft-professionals to fruition with both classic and contemporary pieces.
It aspires to give a unique expression to Indian textile and handicraft by experimenting with surface, pattern, tone, texture and process. And with this effort, we are one step closer to making the craft friendlier to the modern world. We are pleased and applauded for the productive response, warmth and inspiring appreciation that our presentation of the craft has received.
We are optimistic that this identification of our efforts will also contribute to further enhancing the work of both rural and
urban artisans.
Deep admiration and a special fondness for traditional
crafts and artisans !
Admiration, ambition, aspiration, education, and then several challenges, the development of a vision was at the core of everything. A vision to create own label… vision of exploring the vast diversity of every craft, learning and working with skilled
craftspeople, presenting my creativity, expanding my sense of self and establishing a niche for the brand.
Everything appeared to be true when I began to advance professionally with 'Swaraj Mainee' Textiles (London). An educational journey, spanning over twenty years and
substantial experience in designing for global brands from the retail and hospitality industries, led to the formation of ‘atra’. Also a special starting point in this endeavor has been the never-ending support of my mentor, colleagues, friends and family!
atra' has commenced to acquire recognition with taking part in prominent exhibitions/fairs as well as fruitful collaboration for online sales and many more are in the works.
