Lab Coats to Luxury: Meet the Duo Crafting India’s First 100% Plant-Based Fashion Brand

In an era where sustainability is reshaping industries, the fashion sector often finds itself under scrutiny for its environmental footprint. Amidst this backdrop, a remarkable story emerges from India, where two visionary textile scientists have embarked on a mission to redefine luxury fashion. Aishwarya Lahariya and Adhiraj Shinde, a dynamic husband-wife duo, traded their promising careers in the United States to launch JIWYA—a 100% plant-based luxury fashion brand that harmoniously blends traditional Indian craftsmanship with contemporary design.

From Academia to Advocacy: The Genesis of JIWYA

Aishwarya’s academic journey began at the Institute of Chemical Technology in Mumbai, where she earned her Bachelor’s degree in Chemical Technology with a specialization in Textile Chemistry. Her quest for deeper knowledge led her to Cornell University in the USA, where she completed her Master’s in Fiber Science. During her studies and subsequent industry experience, Aishwarya became acutely aware of the environmental challenges posed by conventional textile practices. This realization ignited a passion for sustainable alternatives.

Similarly, Adhiraj’s path mirrored a commitment to innovation in textiles. After completing his Bachelor’s alongside Aishwarya, he pursued a Master’s degree at North Carolina State University. Both observed a prevailing resistance to change within the industry, particularly concerning the adoption of eco-friendly materials and processes. Motivated by a shared vision of environmental stewardship, the couple made the bold decision to return to India in 2022, laying the foundation for JIWYA.

Embarking on a Sustainable Odyssey

The inception of JIWYA was far from conventional. Aishwarya and Adhiraj embarked on an extensive journey across India, covering over 19,000 kilometers and visiting more than 200 cities. Their mission was to engage with traditional artisans and understand indigenous textile arts. This immersive exploration allowed them to identify and collaborate with over 150 artisans across 19 states, each specializing in unique heritage crafts. The couple’s dedication to sustainability led them to persuade these artisans to adopt plant-based raw materials, ensuring that every component—from fabrics to buttons—was devoid of synthetics and plastics.

Crafting JIWYA: A Symphony of Tradition and Modernity

JIWYA, derived from the Sanskrit word for ‘life’ or ‘soul,’ embodies the brand’s philosophy of honoring every life through a soil-to-soil lifecycle. The brand seamlessly integrates traditional Indian textile arts with contemporary fashion aesthetics. Each piece is handcrafted, reflecting a commitment to ethical fashion that respects both the Earth and the artisans’ expertise. Aishwarya, serving as the chief designer, ensures that the intricate nuances of Indian textile arts are woven into every creation, offering consumers timeless fashion that tells a story.

Challenges and Triumphs: Navigating the Fashion Landscape

Transitioning from scientists to entrepreneurs presented its own set of challenges. The couple faced skepticism from an industry accustomed to synthetic materials and rapid production cycles. However, their unwavering commitment to sustainability and quality gradually garnered attention. By establishing a transparent and traceable supply chain, they assured consumers of the authenticity and environmental integrity of their products. Their efforts not only provided a platform for traditional artisans but also challenged the prevailing norms of the fashion industry.

The Road Ahead: Pioneering a Fashion Revolution

JIWYA’s journey is a testament to the possibilities that arise when passion meets purpose. Aishwarya and Adhiraj envision a future where fashion is synonymous with sustainability. They aim to expand JIWYA’s reach globally, showcasing the richness of Indian craftsmanship while advocating for a fashion industry that prioritizes the planet and its inhabitants. Their story serves as an inspiration, illustrating that meaningful change is achievable when innovative minds dare to challenge the status quo.