Studying and working together, when Aishwarya and Adhiraj became unhappy with the processes and materials involved in the textile industry. Fuel to the fire was when their suggestion to use eco-friendly dyes for clothing at their workplace was neglected completely.
Deciding that they would no longer stand and be a part of something that is destroying the ecosystem and our planet, the duo left their jobs in 2022.
Yes, post pandemic. A time when everyone was trying to get back to normal, they took the bold step to change things for better.
The JIWYA, a plant-based fashion brand was launched in 2023 and now with a small but dedicated team, the company is selling plant-based clothing.
Early Life and Background
Aishwarya pursued her passion for Textile Chemistry after earning her Bachelor’s degree in Chemical Technology from the Institute of Chemical Technology in Mumbai. She further obtained a Master’s degree in Fiber Science from Cornell University in the USA to enhance her knowledge on the topic.
Though what she got was not just enhanced knowledge, but her studies and experience in the textile industry showed her the reality: there was a lack of concern for sustainable fashion among many individuals in the field.
The Eureka Moment
Aishwarya realized that people are unaware of how polluting their clothes are and thus decided that fashion should not come at the expense of our planet, people or animals. At this, she came up with the idea of plant-based fashion.
Her husband Adhiraj Shinde, also a textile scientist, completed his bachelor’s and master’s degrees with Aishwarya, and when they realized that their dreams were same, the duo returned to India to convert them into reality.
Belonging to the same field, they worked for the same industry and soon realized that ki bhai ye industry badalne wali nahi hai. Or we can say that the industry is resistant to change.
They learned it the hard way because when they suggested using a better and non-polluting chemical for the fabrics, their suggestions were considered non-existent.
The Moment of Realization: The Market Gap
Aishwarya and Adhiraj recognized that the textile industry is a major contributor to climate change. However, they are unwilling to accept responsibility and change their operational practices.
Fueled by a passionate commitment to transform the global textile industry, now-husband-wife, launched a plant-based clothing brand. Their aim was to deliver luxury fashion that prioritizes our planet’s health.
Finally, the bold move: In 2022, they left their stable jobs in the United States and pursued a passionate mission in sustainable fashion.
The Launch of JIWYA by Aishwarya and Adhiraj
After leaving their job in 2022, the couple officially founded their startup JIWYA in 2023.
Aishwarya Lahariya took on the role of chief designer for her startup. However, she noticed many fashion designers were not interested in the quality of fabric and the craftsmanship behind each garment.
Mostly, designers are interested in look, style, and feel. However, being a fully plant-based fashion startup, it was essential for it to ensure that every single component of its garments, starting from the fiber colors, buttons, stitching thread, embroidery thread, and every embellishment, as well as the last bit of string for the tag, should be entirely plant-based.
Staying true to its mission, JIWYA actively promotes sustainable fashion by sharing insightful blogs and engaging content on its social media platforms.
Nashik-based startup, or shall we call it a luxury fashion brand specializes in dresses made from sustainable materials such as cotton, linen, jute, bamboo, banana, hemp, and nettle. But here is the catch:
Its buttons are sourced from local artisans. These artisans creatively repurpose coconut shells and reclaimed wood.
Then, to avoid plastic, cotton stitching threads of various strengths are selected.
Instead of traditional zippers, they use adaptable, body-friendly upcycled strings that support subtle changes in the wearer’s body.
What Next?
Presently, the plant-based clothing brand JIWYA is marketing its apparel and textile decor mostly through its website, eco-conscious global marketplaces, and exclusive exhibitions throughout India. While working with a dedicated team of 4 full-time employees, including the founders, they also have 8 part-time workers to assist with project-based initiatives.
Furthermore, the founders’ goal is to showcase Indian art on the global stage. They want to see their startup as a compassionate luxury brand which represents India to the world. Thus, to ensure that the artisans receive the recognition and fair compensation they truly deserve.
Aishwarya and Adhiraj’s, chemical scientist couple, transition from textile scientists to JIWYA founders, shows their commitment to transforming fashion and saving the planet while ensuring that every hand involved is paid fairly.
Their 100% plant-based, zero-waste supply chain establishes a new standard for sustainable luxury fashion. JIWYA is not just staying firm in its mission but also is honoring India’s textile heritage and empowering local artisans; the company is redefining fashion as a force for good.
