TheParamparaStore

Hi, I’m Yuvarekha Sampath — Yuvi to most people who know me, a mother of two and the founder of Paramparā.

I grew up around people who knew how to make things with their hands. My mother can draw a kolam while carrying on a conversation; I can draw one too, but I still have to stop and think. That difference stayed with me.

Years later, while raising my own children far from India, I began wondering: what will they truly know? Not just what they will recognize in a photograph or see once a year at a festival, but what they will actually know how to do.

That question became Paramparā.

I created Paramparā to explore India’s living traditions in a deeper way, not just as things to admire, but as knowledge to understand, practise, and pass on.

Because sometimes what we inherit is not an object.

It is knowing how.