Disheartened by the pollution caused by fashion and dyeing industry, Sowmya Parameswaran decided that her startup would not be the next in the line. She spent 2 years in research and development and launched Hibiscus Heroes in 2020 which manufactures plant-based fabrics and dyes. The company took sustainability quite seriously, such that it does not dispose its waste. Instead, it upcycles it and makes accessories like bags.
Early Life and Background
Sowmya grew up in Bangalore where she studied fashion designing in NIFT, Bangalore. She graduated in 2003. However, in 2002 she applied for an internship and discovered that it is in Auroville, Tamil Nadu. She was intrigued and decided to live there during her internship.
During that time, sustainable and slow fashion wasn’t known to the masses. But in Auroville people were working on different types of sustainable practices. This included architecture, organic farming, and alternative energy.
The 1st Steps Towards Indulging in Sustainability
Sowmya also started working with different natural dye companies. Eventually, she started liking the entire concept while working there, she happened to find the love of her life, a Dutchman Hans.
Marriage and Moving Abroad
Soon, they got married and moved to Amsterdam where she secured a job at Tommy Hilfiger. There, she worked in different departments. Eventually, she worked for 13 years in Tommy Hilfiger mostly in design and product development related.
In 2016, Sowmya quit her job and from 2017, she decided to start something of her own.
However, there was still the question, if she wanted to return to the fashion industry or not. At that time, she wanted to do something sustainable, handcrafted but slow.
Starting the Search
Sowmya started looking for a craft with which she can connect and can put her energy into it. Then, she could create a brand around it.
In 2017, while visiting India’s inner regions, she discovered a sewage-like place. Upon asking around she got to know it was River Cauvery. In Southern India, this river is considered Mother Cauvery and holds a special place.
It was a disturbing sight for a new mother to watch children playing in muck and questioned herself if she wanted to further pollute the planet.
During the trip, Sowmya was scheduled to meet an acquaintance from the textile industry. Having called him, she expressed her reluctance to revert to traditional methods. He informed that there was someone present who specialized in natural dyes and was seeking a collaboration.
Other than using plant-based dyes, the company uses waste generated by their production unit, and makes upcycled bags and jewelry. Moreover, the company is also bringing women for those jobs which are usually dominated by male. This way, it is creating more employment opportunities for women.
Starting of a New Journey: Hibiscus Heroes by Sowmya Parameswaran
She went in the studio, saw the plants and flowers of that dye company. It was then that the entire business plan crossed before her eyes. Then, she started meeting people from Andhra Pradesh, Kerala, and Tamil Nadu. They were the ones who were working with plant-based dyes. Eventually, she indulged in a lot of research and development.
On Deepawali November 2020, Sowmya launched her brand Hibiscus Heroes. It is a sustainable fashion brand that uses organic and conventional cotton, Bengal handlooms, and natural dyes.
Around 80% of the products are women’s wear, 20% is menswear and accessories, with its own dyeing and printing facilities situated in a forest within Auroville’s industrial zone. It sources some pigments locally and collaborates with artisans from across India.
Alongside its flagship store in Auroville, Hibiscus Heroes actively participates in pop-up events and marks its presence in numerous boutiques across Pondicherry, Cochin, Goa, and Calcutta.
Challenges
Initially, craftsmen weren’t willing to touch the fabric and work with those fabrics because plant-based dyes had changed the fabric a bit. Many craftsmen rejected Sowmya’s offer.
Since the concept was alien to the Indian market, it was difficult to gather investors. Eventually, Sowmya bootstrapped the startup and assured the partners that she would be solely liable for if the business crashed.
Overcoming the Myth
People believe that natural dues give a faded look. However, that is not the case because natural dyes have a large and versatile palette. With her products, Sowmya is breaking this myth as her collection has lots of colors and shades.
Pricing and Revenue
With a huge market gap between sustainability and affordability, Sowmya decided to keep the products in a certain price point which can work for all. Hibiscus Heroes‘ products start from Rs 950 and go up to Rs 4,000-5,000. Additionally, its upcycled accessories start at just Rs 150.
Future Plans
Hibiscus Heroes are working tirelessly to bring new colors to the palette of natural dyes used in their products. Also, it wants to increase its community
and become a lifestyle brand in this sector. The brand is now working on bed linen line and other home products along with baby clothing.
