Empowering Women Through Handloom
Leela Weaving Station:
Introduction
Leelawathie, a skilled artisan with 40 years of experience in the handloom industry, embarked on her entrepreneurial journey four years ago in Puthukudiyirippu, Eastern province. Starting with a single loom, she has expanded her business, Leela Weaving Station (Leela Nisavu Nilayam), to employ 7-8 staff and operate five looms.
The Catalyst for Growth: DevPro’s Holistic Support
DevPro’s comprehensive support played a pivotal role in Leelawathie’s success. DevPro provided one week and five days of intensive design training. This immersive experience exposed Leelawathie and her daughter to new techniques, patterns, and trends, empowering them to create innovative and marketable designs.
Additionally, DevPro supplied Leelawathie with high-quality Amaravathi thread, renowned for its durability and vibrant colors. This combination of skill development and material support equipped Leelawathie to produce exceptional handloom products that quickly gained popularity in the market.
Before receiving DevPro’s support, Leelawathie struggled to sustain her business, feeling isolated and uncertain about how to grow. Her income was inconsistent, and the challenges of competing in a market where she had little visibility often left her feeling discouraged. However, after DevPro’s intervention, she not only gained the technical skills and high-quality materials needed to elevate her products but also found a renewed sense of confidence and purpose.
Quality Products and Expanding Markets
As a seller in a rural area of Sri Lanka with limited marketing resources, Leelawathie adopts simple yet effective marketing techniques such as word-of-mouth referrals and utilizing community networks to spread the word about her products. Leelawathie also plans to develop an online retail business to reach customers in Colombo and enter the wholesale market, supplying her sarees to boutiques and retailers. These expansions and marketing techniques aim to boost sales and establish her brand in new markets.
Empowering Women and Building a Legacy
Leelawathie’s ambition extends beyond her own success. She aims to provide employment opportunities for more women in her community and hopes to pass on her knowledge and passion for handloom weaving to her children.
Navigating Challenges and Embracing the Future
Despite facing challenges such as the COVID-19 pandemic and a minor eye ailment, Leelawathie’s determination and adaptability, bolstered by DevPro’s support, have enabled her to overcome obstacles and continue growing her business.
Gratitude for DevPro’s Guidance
Leelawathie attributes much of her success to the holistic support and guidance provided by DevPro. Their design training programs, provision of Amaravathi thread, and ongoing mentorship have been instrumental in her journey from employee to thriving entrepreneur.
“The one week and five day design training provided by DevPro was a game changer for me. Now I can sell one of my sarees for LKR 3,500”
“With our team’s combined effort, we can produce around 7 sarees per day. If there’s an order for 50 pieces, we can complete it within 3 to 4 days.”
Key Statistics:
- 40 years of experience
- 07 Sarees per day
- Monthly income: LKR 30,000+ for Leelawathie
- LKR 3,500 per saree
- 7-8 number of employees
- 06 number of looms
- Key products: Sarees, Sarongs, Tops, Shirts, Lungis