Meet the woman behind one of India's most exclusive ikat sari brands

The Hindu

06-08-2025

'A special sari for a special day,' says Hyderabad-based Gajam Narmada, gently unfolding a handloom ikat silk sari in a striking cream, offset by a red border. Narmada, who runs Narmada Handlooms in Kothapet , has chosen this piece to wear on August 7, when she will receive the prestigious Sant Kabir National Handloom Award from President Droupadi Murmu in New Delhi. Recognised in the category for marketing handloom products, she also becomes the first woman from Telangana to be honoured with this distinction.
Venture at home
The Gajam family hails from the weaving community of Puttapaka in Telangana's Nalgonda district — a well-known hub for ikat. Narmada, who had only completed her intermediate education and had no prior experience in business, began her journey as a homemaker supporting her husband, Narendra. He had moved to Hyderabad in 1998 to set up a handloom sari business, and while he travelled for marketing, Narmada quietly managed the small venture from their home.
It was her father-in-law, Chandraiah, a seasoned weaver, whose words helped her find her purpose and gradually grow into a businesswoman. 'He once told me, 'Weaving will help us meet our daily needs, but if we build something of our own and work hard at it, we can create a future not just for ourselves, but for others too.''
Popular designs
Some of their popular designs are: Elephant, tree and bird in Narikunj design, paan patola, teliya rumal, peacock, forest and gollabhama.
Ikat fabrics for men, dupattas, lehengas and blouse pieces for women.
In 2013, Narender established Narmada Handlooms, naming Narmada as the proprietor. While he travelled across Hyderabad and beyond to secure orders, she oversaw operations at home — liaising with weavers, managing stock, and nurturing the growing business.
'Designers usually hand over patterns to weavers,' Narmada, now 46, explains. 'But we offered ideas based on what customers actually wanted and what was changing on the ground.'
Strong weaver base
Today, the enterprise supports a collective of 300 weavers from ten villages, including Puttapaka, Chandur, Ghattuppal, Munugodu, Balemla, Narayanapuram, and Choutuppal. This strong network, built over two decades, is a testament to the Gajam family's long-standing relationship with their weaving community. Supporting livelihoods has been central to that trust.
'COVID was difficult for everyone,' Narmada recalls. 'But we stayed in touch with our weavers, reassuring them not to lose hope. We'd say, 'Weave and keep the sari ready, someone will surely buy it later.' If a weaver doesn't have work, how will their family survive?' She also encourages them to evolve with changing times, while maintaining consistent quality.
The Gajams live in a two-storey complex in Kothapet, which houses both their residence and wholesale store. 'I simply move between floors to switch roles,' she laughs, on juggling life as both homemaker and entrepreneur.
Around 60 saris are delivered to their unit daily by weavers, and nearly 100 go out to stores across India. 'Our strength lies in exclusivity,' Narmada says. They don't sell online, preferring instead to supply to premium retailers such as Singhania's, Kalanjali, Neeru's, Second Skin, Gaurang Shah, Radha Krishna, and Kankatala in Hyderabad. Their saris also find shelves in stores across nearly 15 cities nationwide.
As she lives out her dream, Narmada's next goal is to take their collection to an international audience.