Edelweiss' Radhika Gupta slams Dior for ignoring Indian artisans behind $200K coat

India Today

13 hours ago

A luxury fashion piece is making headlines, but for more than just its price.Dior, the global fashion brand, recently showcased a coat worth $200,000. What makes this coat special is the delicate 'mukaish' embroidery used on it, a traditional craft from Lucknow, India. It took 12 Indian artisans 34 days to complete the detailed handwork.But there was no mention of their names, no reference to India, no credit given in the campaign. That silence spoke louder than words.advertisementRadhika Gupta, MD & CEO Edelweiss Mutual Fund, voiced what many were thinking. "One more handloom, one more headline. Dior sells a $200K coat using Lucknowi mukaish embroidery," she wrote on X.
'The world loves Indian craftsmanship — But rarely credits the craftspeople. And almost never shares the value,' she added.India's artisans have been creating world-class work for generations. From handwoven saris to embroidered fabrics, their skills are unmatched. Yet, when these works are featured on global platforms, the origin often goes unnoticed.'The branding, storytelling, and pricing power stay elsewhere,' Gupta added. 'The hand that creates remains invisible.'This is not just about giving credit. It's about giving artisans their rightful place in the global fashion story.Luxury fashion houses make billions, while the artisans, often working in small homes or rural workshops, earn a fraction. The disconnect between the creator and the consumer grows.It's not just about money. It's about identity, pride, and global recognition. "Culture is soft power," Gupta added. Japan did it with design. Korea did it with pop culture. India must do it with craft."She believes it's time for India to shift gears, from being just a sourcing destination to becoming a storytelling nation. A place known not just for raw talent, but for brands that carry the story of their people and culture.Her message was clear: "The lion has to come out. And roar."As the conversation around ethical fashion and fair trade grows louder, it's time for India's craftspeople to move from behind the scenes to centre stage. After all, without them, there is no story.- EndsMust Watch