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'''Varnam''' (meaning ‘colours’) is a social enterprise that has been working with artisans in [[Channapatna]], [[Karnataka]] in [[India]], for over 4 years.<ref name="thealternative.in">http://www.thealternative.in/lifestyle/new-roots-channapatna-flourish-karthik-vaidyanathan-varnam/</ref> It has produced a series of designs interpreting this 200-year-old toy-making craft in the home and lifestyle, women's accessories space, giving tradition a contemporary twist.<ref>http://www.thehindu.com/features/friday-review/art/toy-destination/article6209551.ece</ref> Using traditional [[lacquerware|lac-turnery]] methods popularised by the traditional [[Channapatna toys]] range, the label produces home and lifestyle products, toys and jewelry.<ref name="kyoorius.com">http://kyoorius.com/2014/12/kyoorius-knocks-karthik-vaidyanathan-varnam/#sthash.apdJPwbb.dpuf</ref>

==History==
Varnam was started in late 2011 <ref name="kyoorius.com"/> by Karthik Vaidyanathan, who had just designed his own new home in [[Bengaluru]] in the [[Chettinad]] Style – one that was much appreciated by visitors for both its interiors and his use of the traditional ‘khanaa’ fabric in soft furnishings.<ref name="thehindu.com">http://www.thehindu.com/todays-paper/tp-features/tp-metroplus/colours-of-creativity/article3347120.ece</ref> It was Karthik's mother who, driven by demand from her friends, “casually suggested that I do a small exhibition of soft furnishings for friends, similar to the ones I had done for her”.<ref name="thealternative.in"/> The exhibition was a runaway success and there lay the seed for doing something creative involving traditional fabric in home décor – Varnam began its journey with soft furnishings but soon embraced the founder's love for the Channapatna craft.<ref name="thealternative.in"/>

[[Channapatna toys]] are a particular form of [[wood]]en [[toy]]s (and [[doll]]s) that are manufactured in the town of [[Channapatna]] in the State of [[Karnataka]], [[India]]. As a result of the popularity of these toys, Channapatna is known as Gombegala Ooru (toy-town) of Karnataka.<ref name="tt">A brief history of Channapatna toys is provided by {{cite news|author=Govind D. Belgaumkar and Anil Kumar Sastry|url=http://www.hindu.com/2006/10/27/stories/2006102714680200.htm|archive-url=https://web.archive.org/web/20070210153012/http://www.hindu.com/2006/10/27/stories/2006102714680200.htm|url-status=dead|archive-date=2007-02-10|title=Unique symbols of Karnataka |accessdate=2007-04-22|location=Chennai, India|work=[[The Hindu]]|date=2006-10-27}}</ref> Traditionally, the work involved [[lacquerware|lacquering]] the wood of the ''Wrightia tinctoria'' tree,<ref>http://www.fao.org/docrep/x5859e/x5859e04.htm</ref> colloquially called ''Aale mara'' (ivory-wood).<ref name="nic">A brief description of [[Channapatna]] toys is provided by {{cite web|url=http://bangalorerural.nic.in/IndComm.htm|author=National Informatics Centre|title=Industries and Commerce, Bangalore Rural district|work=Official Webpage of the Bangalore Rural district|publisher=Government of [[Karnataka]]|accessdate=2007-04-22|archive-url=https://web.archive.org/web/20070518050121/http://bangalorerural.nic.in/IndComm.htm|archive-date=2007-05-18|url-status=dead}}</ref> The origin of these toys can be traced to the reign of [[Tipu Sultan]] who invited [[artisan]]s from [[Persia]] to train the local artisans in the making of wooden toys.<ref name="tt" />

Conscious of its historical significance, Karthik spent the first few weeks were spent visiting the artisans and observing their production processes while gaining hands-on experience.<ref>http://www.thehindu.com/todays-paper/tp-features/tp-metroplus/colours-of-
creativity/article3347120.ece</ref> He then started working with the artisans one design at a time. "While I make my own designs, I usually sit with the artisans and discuss the designs and there are invariably some changes, since the craft has many restrictions," he once stated.<ref name="thehindu.com"/>

A few months later he came out with a jewellery range and a children's range of toys at Varnam.<ref name="ReferenceA">http://www.thehindu.com/features/metroplus/its-his-toy-story/article5918786.ece</ref> In 2014, after selling on the internet and through certain retail stores across the city, the brand's first flagship store, called the Varnam Store, was started at [[Indiranagar]] in Bengaluru.<ref>http://www.thehindu.com/todays-paper/tp-features/tp-metroplus/toy-destination/article6210550.ece</ref>

==Social Enterprise==
Varnam closely trains and employs women artisans of [[Channapatna]].<ref>http://www.varnam.co.in/</ref> In an industry where more than 90% of the artisans are men, many of Varnam's products have been handcrafted by women artisans.<ref>http://ahundredhands.tumblr.com/post/34339170093/varnam-an-ode-to-colorful-india</ref> Proceeds from the sale of Varnam products go into the design and production of more innovative products while striving to keep the craftswomen employed.<ref name="newindianexpress.com">http://www.newindianexpress.com/magazine/For-the-Lac-of-it-All/2015/04/11/article2756158.ece</ref> Varnam works with a team of 20 artisans and two artisan clusters, who are either paid a monthly stipend or on a per product basis. “Plans are afoot to introduce a pension scheme for artisans and provide them performance-based incentives apart from loans at zero per cent interest to buy raw materials,” Karthik explains.<ref name="newindianexpress.com"/>

A recipient of the Kyoorius Design Awards 2013 in Design Craft and Packaging, and [[Confederation of Indian Industry]](CII) Design Excellence award for its ‘Oinkston tableware’ series 2013 and the CII Design Excellence award for visual communication and packaging 2014, Varnam also trains and works with interns of well-known design institutes.<ref name="newindianexpress.com"/>

==Founder==
Karthik Vaidyanathan, hails from the [[Chettinad]] region of [[South India]].<ref>http://www.platform-mag.com/design/varnam.html</ref> Born and brought up in [[Mumbai]] he currently resides in [[Bengaluru]]. An Engineer-MBA by qualification, Karthik has worked for over 16 years in the media industry - music, radio and cable television with companies such as [[Sony Music]], [[WorldSpace Satellite Radio]] & [[Radio City (Indian radio station)|Radio City]] among others.<ref>http://www.varnam.co.in</ref> In 2011, he started Varnam as a label manufacturing soft furnishings with traditional fabrics.<ref>http://indiatoday.intoday.in/story/eye-on-decor/1/131209.html</ref> He found a void when it came to well-designed Indian toys,<ref name="thealternative.in"/> and Varnam was started to aim to make the waning art form relevant in the modern world.<ref name="newindianexpress.com"/>

As the brand matured, Karthik started spending more time the Varnam enterprise. In 2012, he quit his corporate job for a part-time gig to be able dedicate more time to Varnam.<ref>http://www.thehindu.com/arts/crafts/colours-of-creativity/article3345351.ece</ref>

==Design Philosophy==

Channapatna, called the gingerbread house of lacquer,<ref name="thehindu.com"/> handicraft have traditionally been characterised by their distinct use of bright [[colours]] and highly lustrous lac finish.

Varnam has been credited with bringing [[modern age|modern]] [[aesthetic]] sensibilities and design philosophies to a traditional craft.<ref name="thealternative.in"/> Products usually have [[utilitarian]] aspect as evidenced in the Oinkston range of tableware and others. This enables these traditional-crafted products to be showcased on par with more [[contemporary]] products in lifestyle stores and other outlets<ref name="ReferenceA"/> and has been largely responsible for the resurgence of public interest in Channapatna arts and crafts.

In an interview with ''New Indian Express'' Karthik explained his design philosophy: “Varnam (colours) is an ode to colourful India. My attempt has been to bring my own aesthetic sensibilities and design philosophy to traditional crafts. The idea is to reorient our crafts to the modern context by ensuring that each design has a utilitarian value and thereby relevant today.” Varnam products often double as creative games and puzzles. The packaging is also often accompanied by a note about the animals and traditional motifs used in the design of Varnam products.<ref name="newindianexpress.com"/>

Varnam has also been credited with bringing modern manufacturing ideas into traditional craft. Design has been largely templatised to ensure a consistent profile and create a distinct visual aesthetic identity.<ref>http://kyoorius.com/2014/12/kyoorius-knocks-karthik-vaidyanathan-varnam/</ref> Products ship with dimensional characteristics as well as graphic usage and care instructions allowing the artisans to access a wider audience with modern sensibilities. Boxes have been standardised to ease flows through e-retail channels.

In relation to the artisans, Varnam's attempt has been to enhance the sense of pride amongst the skillful master craftsmen and ensure this craft's continuity by becoming a [[Fair Trad]]e Associate; so they don't leave their traditional crafts for industry/factory ‘jobs’.<ref name="marigolddiary.com">http://marigolddiary.com/2013/12/10/stories-from-channapatna/</ref>

==Accreditation==
Varnam is also certified by Craftmark, which is initiated by All India Artisans Welfare Association(AIACA)<ref>http://www.aiacaonline.org/</ref> that endorses authentic handmade products with a reassurance of quality and integrity.<ref name="marigolddiary.com"/>

The Channapatna toy craft itself is protected as a [[List of Geographical Indications in India|Geographical Indication]] (GI) under the [[World Trade Organization]], administered by the Government of [[Karnataka]].<ref>GI for Channapatna toys and dolls is mentioned by P. Manoj (2006-02-19). "GI certificate for Channapatna toys, Bidriware, Coorg orange". Online Edition of The Hindu, dated 2006-02-19 (Chennai, India: 2006, The Hindu). Retrieved 2007-04-22</ref>

==Awards==

* Winner of two Blue Elephants at Kyoorius-D&AD Design awards 2013 in two categories – packaging & design craft <ref>http://www.bestmediainfo.com/2013/09/1st-kyoorius-awards-recognises-best-in-design-in-india/</ref>
* Winner of CII-NID Design Excellence Award 2013 – ‘Industrial design-home products’ category for the ‘Oinkston tableware’ series<ref>https://in.groups.yahoo.com/neo/groups/designindia/conversations/messages/20111</ref>
* Winner of CII-NID Design Excellence Award 2014 – ‘Visual communication’ overall category award and ‘Packaging Design’ Award.<ref>http://www.cii.in/PressreleasesDetail.aspx?enc=k377npYtel3IPGPMm0o5DYeNoVGq0bV3XSMaomXs5G0QYf15yd5zdbAgwCSwmH/EJLJNyMQgpCtkbtP3EK6UuA==</ref>

== References ==
{{Reflist|30em}}

== External links ==
* [http://www.varnam.co.in/ Varnam's Official Website]

[[Category:Social enterprises]]

Varnam (company) - Revision history

UpdateBot: robot: Update article (please report if you notice any mistake or error in this edit)

imported>Mike Peel: Removing Commons category link that does not match this article (:commons:Category:Channapatna toys) (Commons category belongs at Channapatna_toys)