At Raatai Handloom, weaving isn’t just an art form; it is an activity that soothes stormy minds, gives stillness to restless hands, and helps strike a balance between calm and chaos. For Kalaiyarasi Ramachandran, the founder, a loom isn’t just a tool—it’s an invitation to pause and be kind to your mind.
The first weave
Quitting her corporate job as a software engineer in 2019, Kalaiyarasi decided to take a leap of faith. She started Raatai to offer more than weaving kits, taking your mental health into your own hands. When Kalaiyarasi went to her hometown, Erode, on maternity leave, she noticed how challenging local artisans’ lives were. She is from a family of weavers herself, so it hit home. She began planning her new venture, Raatai, which in Tamil translates to a spinning charkha, akin to what Mahatma Gandhi used. The name is fitting, she explains, as a charkha is the starting point for any handloom piece.
Her team started with fabric manufacturing by outsourcing it, and then, during COVID-19, they set up their own unit. “Even though I’m from a weaving family, I am still new to this industry. I visited over 500 weaving families and saw that people, even aged 104, still weave. I realised then that weaving helps people physically as well as mentally. That was when I developed the idea of weaving as a mental health tool.”
Championing inclusivity and accessibility
After months of trial and error, Raatai devised DIY weaving kits for three main target groups—kids, students/corporates, and seniors. Why specifically those three age groups? “For toddlers, it is a way of facilitating sensory and fine motor skills. It is beneficial in improving right-hand brain activity and creativity. We introduced weaving as a curriculum in schools. Why do none of the textbooks show weaving as an occupation? Aren’t the clothes on your body made by weavers?” she asks passionately. “For special needs children, it serves as occupational/recreational therapy. For corporates and students, the kits introduce the art of design thinking with workshops. For seniors, it is cognitive therapy, working to delay the onset of dementia and Parkinson’s.”
She learnt some important life lessons through Raatai. “I now understand the value of people better. Working with neurodiverse children made me see that you should be grateful for the good kids you have; all they need is guidance.”
More than just a craft
Over the years, Raatai has expanded far beyond Erode, with loom units in seven states. “We received the TANSEED grant from StartupTN, we were awarded the Rising Star award from IIM Bangalore, and we participated in the Stanford Seed Spark Program,” Kalaiyarasi says proudly. Raatai has employed 168 people so far.
“We have had over 5000 students, out of which over 1000 are neurodiverse, and have catered to at least 1000 seniors.” Looking back, she says, “I developed the products after trying them with my family. Pretty much every family has all the categories—kids, seniors and students/corporates. I will leave no stone unturned when it comes to quality and sustainability, so I tested everything before actually selling them.”
For Kalaiyarasi, each step forward wasn’t just a sales milestone—it was a reaffirmation of weaving as a way of life.
Reimagining the loom
What began as a simple hands-on activity has evolved into something much larger. “We have tie-ups with dementia care centres, and we also work with neurodiverse and neurotypical children in inclusive weaving studios that we set up. When I launched the kits, a mother approached me after trying one with her son, diagnosed with ADHD. We made a special rabbit-shaped loom (he loved them) and sent it to him. She came back to us even happier; he was someone who couldn’t sit still for even 2 minutes, but now he was weaving for 20-30 minutes without moving. From then, we spent more time formulating ideas for neurodiverse kids.”
Marketing mindfulness in a fast world
What sets Raatai apart from other businesses in the market? “In other businesses, they always market sympathy. Notice how they use the sentiment of supporting artisans, selling the idea of a dying craft. We don’t do that, we tell it like it is. We clearly show our values. We demonstrate the benefits of weaving. No one else has introduced kits for kids aged 3+, like we have.”
In an amused tone, she mentions, “August 7th is National Handloom Day. Every media outlet uses the same, stock concept—a 90+ year old man or woman with sad, pensive music in the background, projecting their suffering. But no one shows that the person is healthy; they’re still weaving! Why not show that?”
Marketing mindfulness and creativity has become a trend today, but not for Raatai. “We have many stories from parents who say their kids’ screen time has come down to a minimum. A lot of special needs children have found that weaving manages their anger levels. We continuously work with psychiatrists to bring the advantages of weaving to corporate employees. One very impactful outcome has been to help people who have attempted suicide by inducing a sense of calm through craft.”
Sustainability is key
“When I worked in IT, I used to go shopping weekly. Now I am immersed in sustainability. I only have 3 sets of clothes,” she laughs. “I’ve learned a lot from starting Raatai, whether it’s being sustainable, what fabrics are good for you and the environment, or being more mindful of consumption. I am strictly against overconsumption and recycling. Why fill your wardrobes, why crush that and turn it into something else? Being conscious and minimal is enough.”
They use sustainable materials to make their weaving kits, whether it’s the loom or the yarn. Raatai only uses teak wood, all natural. The yarns are made of banana linen, hemp and dyed naturally. She connected with research institutes, scientists, and people in the textile industry to find the best options.
Studio Diaries
One of her biggest challenges was being the first woman to start a manufacturing unit in Erode. Gaining trust took over 6 months. “Even for yarn, I was charged double, just because I was a woman. Some clients took our products and never paid. Every day was a learning curve. That’s when we started taking a 50% advance,” she laughs. As a startup, the early days were filled with excitement—first orders, happy customers—but it quickly became clear that good products weren’t enough. “We needed protocol. We had to be bold.”
We asked Kalaiyarasi what advice she’d give to aspiring entrepreneurs. “I’d say have a clear marketing strategy. Don’t give in to trends.” Translating a Tamil expression, she says, “Go deep with anything you do.” She adds some other practical tips—a good mentor is everything, familiarise yourself with financial knowledge before you begin, be transparent about your business, and focus on communication and team-building for growth.
Kalaiyarasi says she has seen heartwarming incidents where kids make gifts for their families and friends. The pride with which they say, “I made this!” is worth every down day they’ve had. The heart of Raatai’s philosophy is summed up in her concluding statement, “Always be humble. Remain down to earth. Stay ethical. If you’re from a handloom-based family, be proud.” As Raatai continues to thread its way into homes and hearts, Kalaiyarasi remains rooted in the values she began with: empathy, purpose, and taking pride in her family heritage.
Raatai’s weaving kits come in 3 variations—the WeaveMate, for children, WeaveAlly, for students and hobbyists, and WeaveFit, for seniors and those who are serious about weaving. Kalaiyarasi aims to reach 1 lakh people in the next 5 years and inspire more generations and people to deal with their mental health issues in a fun, creative, and mindful way.
