Cricket Meets Crochet: Kalaa Sakhi at the IPL
Watching the IPL? Then you probably caught yesterday’s match where the Chennai Super Kings secured a win, led by Captain Ruturaj Gaikwad. But did you pay attention to the ad break? In an urban slum in Delhi, the cheers from the community were LOUDER for Captain Gaikwad during the ad break than when he scored his 16th IPL fifty in the match!
Strange, right? Read on, and you’ll see why. In that same urban slum resides a sisterhood of powerful craftswomen who practice the art of crochet from the comfort of their homes while balancing family care duties. This sisterhood, known as Kalaa Sakhi, handcrafted the crochet shirt that Captain Ruturaj Gaikwad is wearing in the My11Circle ad you’ve been seeing during every IPL break!
Fashion and Cricket: Connecting Communities
Fashion, like cricket, has the power to connect communities in India across borders, class, and creed. In this ad, cricket and crochet came together beautifully, linking the Kalaa Sakhis to over 40 crore viewers across India.
In fashion, however, the story of the player (read: maker) often goes unsung. We’re here to give you a deeper look into the labor of love behind creating garments at Kalaa and to connect you with the artists behind the products.
The Story Behind the Crochet Shirt
The rust-and-white crochet shirt you’ve seen on the big screen was a custom, made-to-order design delivered to Mumbai in just two days. Much like a cricket team, the Kalaa Sakhis combined forces to deliver the highest-quality product overnight. They divided the work amongst themselves, pouring their love and expertise into every thread.
Through their labor and magic, a simple piece of thread transformed into a full garment, capturing the stories of their community. This handmade piece was delivered to Mumbai Film City and shared with millions across India through the big screen!
A Mother’s Journey: Pride and Purpose
At the heart of this story is a mother who channeled her love, labor, and creativity to earn an income that funded her children’s tuition. Coming full circle, her children now proudly show off her creations to their schoolmates on live TV during this IPL season.
This is more than just a story of craft—it’s a testament to the resilience and pride of Indian women, who balance tradition, creativity, and family to create something extraordinary.