Prime Minister Narendra Modi’s clarion call to global companies to ‘Come and make in India’ is a recent phenomenon. But international fashion couturiers have been following this trend over the last few decades by seeking the help of Indian design firms, where artisans do the embroidery for their creations. In 1993, the late Michael Stolzenburg, of Escada fame, swore by Indian embroidery for every collection. Even today, the tradition continues with the label. Foreign designers opt for artisans from here as the latter are skilled at creating intricate embroideries with finesse. Founders of two firms, who work closely with international couturiers, share their stories.

Elizabeth Hurley sported a fuchsia pink Versace lehenga for her wedding in 2007. The embroidery on the dress was done by Adity Designs