Sanganeri block printing, with its delicate floral motifs and 400-year legacy, remains one of India’s most treasured crafts. Rooted in the migration stories of the Chippa community and enriched by royal patronage, Sanganeri textiles are celebrated for their intricate Buta, Buti, Bel, and Jaal patterns.
Taneira, known for championing Indian weaves and techniques, wanted to showcase the heritage, history, and cultural context of Sanganeri printing in detail, while also showing how Taneira’s design thinking, sustainable practices, and collaborations with artisans are helping reimagine the craft for contemporary India.
The film focused on the craft itself. Its rich history and evolution, along with detailed sequences of block carving, dye preparation, pinning, printing, and finishing. Guided by Taneira’s designer Priyanka, her narration brought a personal perspective on what makes Sanganeri prints special and how designing with them feels like a collaboration across time. It also highlighted how Taneira sustains this heritage through fair collaboration with artisans, sustainable practices, and design interventions that keep Sanganeri prints relevant for today’s customers.
With a lean crew and a tight one-day schedule, the project was directed virtually - an approach that kept production agile without compromising on detail or warmth. Each frame was planned to feel rich and inviting, capturing intricate textures, gestures, and the atmosphere of the workshops. Because we were filming artisans immersed in their work, the team took care to keep the process smooth and unobtrusive, allowing authentic moments to unfold naturally.
A warm folk score layered with natural sounds of the printing process made the experience feel both immersive and contemporary. We filmed on location in Sanganer and at Taneira’s Bangalore store to connect heritage with the brand’s modern retail story.