'Its less about the cloth and more about how one feels in them'.


Mulmul or Mull- a finely spun cotton yarn, is light and soft against skin, has a lovely fall and breathes well, thus making it ideal for hot, humid and dry weather.Mulmul mela celebrates its soft appeal and sheer elegance describing a dreamy, romantic, whimsical yet laid back style.

The shop brief:
A4CLMGEV5LRF12BASE1The Shop started printing textiles in 1969. We are inspired by craft traditions from around the world which we infuse with a modern spirit through the use of innovative techniques and materials. We have our own workshop in Noida where we dye, print, 
embroidery, quilt and design contemporary textiles.Our environmentally sensitive work space has solar heating, rain water harvesting and treatment of all effluents.

We actively support the work of Disha (Calcutta) and KDML school (Coorg); organizations educating street children and children with physical andlearning disabilities.We offer many products made by NGO's working with women, disabled artisans and mastercraftsmen.

The Shop is a small business that was set up in 1970 with a focus on designed hand printed textiles, ceramics, glass and cutlery for the home. In the next few years 'The Shop' became one of the pioneers in the field of modern printed textiles. Tapping India's vast treasure of prints and adapting them to the western tastes, The Shop soon became the hot spot in the 1970’s.

We have mastered two types of printing techniques:

1.      Screen printing: A manual process where color is passed through a silk screen to imprint fabric in beautiful designs. Every color of a print requires a different screen and one print may have up-to 48 screens!

2.     Block Printing: Since the 12th century, wooden and metal blocks have been used to print textiles in India. Blocks are dipped in color and imprinted onto fabric by a skilled block printer. A standard 6 seater table cloth could take 600 unique block impressions

The Shop further expanded from prints to experiment with other traditional techniques each year. While we explored say the Bengal Kantha stitch we included an element of the traditional Japanese Sashiko stitch. Our inspirations have been traditional textiles from around the world. We strive to incorporate these age old aesthetics into affordable products for us today. We work with mainly 100% cotton and 100% silk fabrics.

Products:

A4MBRGEV5LRF12BASE1·      The Shop manufactures and sells mainly Home Furnishing textiles and other products for your home. The linens include a coordinated range of tablemats, napkins, tablecloths, bedcovers, duvets, cushions and quilts in woven and printed fabrics.                           

·      Our patchworks are a “must buy” item for anyone who walks in through the door!

·      Clothing has been a great discovery for in the past few years. We specialize in printing the age old malmal fabric in mainly French chintz prints. They work really well for the summer. Our newest clients are about 6 months old. For the others we have a lot of fun nightwear, summer dresses and jackets for the winter. The kimonos are very comfy!

·      Over the last 20 years we have added to our variety of products for the home. Some of our favorite best sellers are our wooden tableware from Amroha, ceramic from Golden Bridge in Pondicherri and our Jodhpur antique furniture. There are several knick knacks that one needs hours to browse through in the shop.

Our workshop in Noida is designed with organic materials, open spaces, and natural light to recreate an environment that inspires crafts people and designers. We use ecologically safe

techniques and natural fabrics. We minimize our impact on the environment by using solar energy to heat our water for dyeing, rainwater harvesting for washing, and treating all effluents generated by our production processes.

The Shop today continues to remain committed to promoting traditional crafts and ecologically sustainable production techniques. We work with several craft producer groups such as Kumaon grameen Udyog and Tasar Pradan. We also work with master crafts men and other traditional techniques like Kalamkari to keep these alive.  In addition to this, we work with several NGO’s such as Sai Prem who work with old age homes to create our children’s stuffed toys. We started work with Shrujan and WAMA at the time of the Gujurat Earthquake. Urmul Kasida continues to be one of her favorite NGO’s in garments. We have tied up with AIACA (All India Artisans’ and Craft workers Association) to continue to discover new crafts groups that we can support.

Walk into the store today to find a variety of fun products for yourself!

Visit their website online at http://www.theshopindia.com

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