Auromode – from Atelier to Apartments

In 1982, in a small hut in Auromodèle community, a new garment unit was born, Auromodèle, employing three tailors and two helpers. In later years it was renamed Auromode Atelier and in 1985 moved to Auroshilpam in Auroville’s Industrial Zone. Over the years, it specialised in hand-painted silk garments and became one of Auroville’s most successful commercial units, employing over 240 people and ranking amongst the largest contributors to the Auroville community.

But the global recession affected Auromode. The order portfolio went down, the profits shrunk and downsizing and layoffs became unavoidable. Some employees had been with Auromode for more than 30 years. “The decision wasn’t easy as we knew that we were dramatically changing their lives,” says André, one of Auromode’s executives. Also, high amounts of severance pay would be due and Auromode’s financial reserves were insufficient. “We carefully planned a gradual cut in the number of employees and started looking for ways to make more money,” he says.

Auromode’s premises in the Industrial Zone are extensive. A three-storey main building dominates the compound, surrounded by a small kitchen and other buildings. The top floor houses four staff quarters, multi-room apartments with a kitchen and a bathroom. “They were no longer in use, and to help us meet our financial obligations we decided to rent them out,” says André. This logically led to the next step, to also turn the now empty factory and office spaces on the second and third floor into apartments and guestrooms. Very recently, a conference room was added, which can double for physical exercises and multipurpose activities. “It wasn’t expensive as only partition walls and sanitation had to be installed. Being very economic and concerned about cost saving, we dismantled Auromode’s painting-looms and used the wood for furniture, and likewise many items were recycled and re-used.”

Today, Auromode is one of the largest Auroville guesthouses, with 31 different-sized apartments, employing 10 Aurovilians. The apartments are booked for short visits as well as for extended periods, such as by volunteers and prospective Newcomers. “The beautiful ambience, the two small roof gardens and the presence of the restaurant are much appreciated,” says André. Prices range from Rs 1,200 for a small two-bedroom apartment in low season to Rs 4,200 a night for a fully furnished five-bed, 2 bathrooms and terrace apartment during peak time. Auromode offers WIFI and generator back-up.

Auromode’s ground floor continues to be used by industrial and commercial units. The main one is To Be Two; it makes garments for the Kalki boutiques in Auroville and Pondicherry and for a few clients in India. Smaller units such as Matrigold, Coffee Ideas, Earth and Us and the Lilith Fashion School have also found a place in the compound. “SEA, a unit under Auroville Village Action Trust, is expected to join soon,” says André.

Asked if the change of an industrial unit into Auromode Apartments is in consonance with the Industrial Zone concept, André responds that it was the best way to use the space. “Today, there are large empty spaces on the ground floor, ready for commercial units to move in. But we are still waiting for proposals from Aurovilians,” he says.

By the end of 2014 Auromode Atelier’s financial obligations had been met and the unit closed. “We went through a nightmare,” says André, recalling that on top of the layoffs and settlements, Prema, Auromode’s founder and driving force, passed away in December that year. “But now all that is over.”

Auromode Apartments has started making contributions to the community but these are still far below the levels of Auromode Atelier at its peak. But, says André, “we are confident that this will change soon.”