In Kakapalayam near Salem, 84-year-old Chinnusami continues weaving on his timeworn loom despite challenges of age. Thanks to his grandson Praveen's effort to showcase these traditional sarees on Instagram, their artistry now reaches customers in India and around the world.
- Chinnusami has woven sarees for over 60 years despite advancing age.
- Grandson Praveen launched an Instagram page to sell sarees directly.
- Orders now come from international buyers including Canada and Australia.
What happened
Chinnusami, an 84-year-old weaver from Tamil Nadu, continues to create handwoven sarees using techniques honed over six decades. Though his hands tremble and his body tires, weaving remains his passion and daily ritual. Recognizing his grandfather’s unparalleled craft and story, Praveen, a final-year chemistry student, set out to bring greater recognition to these creations.
In January 2026, Praveen started 'Thatha's Clothing' on Instagram, aiming to connect directly with customers and bypass traditional middlemen. This social media presence quickly attracted attention for both the quality of the sarees and the touching bond between grandfather and grandson. The initiative helped open new markets nationally and internationally, with nearly half of orders now coming from countries like Canada, Australia, and Sri Lanka.
Why it feels good
This story highlights the power of family, tradition, and resilience. Despite facing personal tragedies and economic hardships, Chinnusami never gave up on his craft, which gave him strength amid loss. Praveen's effort validates and honors this lifelong commitment, ensuring that these handwoven sarees receive the respect and value they deserve.
It also sheds light on the broader challenge faced by traditional artisans who often receive unfair compensation. Direct-to-consumer selling via social media empowers weavers to claim fair prices for their dedicated labor. The story resonates warmly because it celebrates heritage, perseverance, and the meaningful connections that sustain them across generations.
What to enjoy or watch next
Follow Thatha’s Clothing on Instagram to see the beautiful sarees crafted by Chinnusami and watch how this family story continues to inspire more support for traditional artisans. Their journey is a reminder to appreciate the skill behind handmade goods and the personal histories woven into them.
For those interested in sustainable and ethical fashion, this story opens a window onto the lives of rural weavers and their struggles. Exploring regional crafts from Tamil Nadu and similar communities worldwide can deepen respect for these age-old arts that blend culture, identity, and resilience.