Raised between the mixed culture of Dallas, United States and Hyderabad, India, Niha Elety was deeply influenced by the concept and importance of sustainability. Influenced by the Adivasi group and their artisan culture, she founded Tega Collective in 2018 to support India’s Lambani indigenous community by promoting their clothing and fashion. The founder aims for justice for both people and the planet through Adivasi craft and knowledge.
| Startup Name | Tega Collective |
| Founders | Niharika Elety |
| Industry | Textile manufacturing (handcrafted clothing made by Adivasi communities) |
| Company Classification | Private Limited |
| Headquarters/based-in | Ballari, Karnataka, India |
| Idea | To support India’s Lambani indigenous community by promoting their clothing and fashion. |
| Revenue | No specific information is disclosed. |
| Date of Commencement | 2018 |
The Problem: Why Does This Matter?
The apprehension surrounding patterns and colors comes from the pressure to conform to Western ideals of wearability and modernity. Colors, patterns, and embroidery are essential elements for indigenous communities which showcase their culture, freedom, and self-expression.
The Solution: Tega Collective by Niharika Elety
Elety has always aspired to build a brand dedicated to uplifting communities and their unique practices. During a panel discussion on sustainability, where she was invited to speak, she discovered a pathway to realize this vision. It was there that she encountered the organization Adivasi Lives Matter and their mission to uplift Adivasi youth. It deeply resonated her.
Elety and her team’s design journey began by selecting classic silhouettes such as button-down shirts, blouses, hoodies, slacks, and dresses. Their goal was to ensure that regardless of gender identity or size, everyone feels at ease in their clothing. Elety consulted with the artisans to discover their preferred colors. From the discussion three distinct shades emerged: red, periwinkle, and matcha green.
These beautiful tones were achieved using natural dyes derived from madder root, indigo, and marigold flowers.
About Tega Collective
In Telugu, Tega (తెగ) means family.
Tega Collective was founded in July 2022 by Niharika Elety. She grew up in both India and the US, and Tega Collective reflects her belief that sustainability is deeply rooted in South Asian culture. She observes that in India, sustainable fashion is simply part of the textile production process.
Tega’s dedicated garment team carries out the process of garment creation, including handloom textile weaving, stitching, and natural dyeing in Bengaluru.
After the garments are semi-stitched, they are dispatched to Ballari. There the artisan partners at Sandur Kushala Kala Kendra add intricate hand embroidery. Since Elety wanted to build a team with people from local regions, the majority of its garment creators and artisans are currently situated in Karnataka.
Business Model: How Do They Make Money?
Notably, the majority of their sales are generated in the US market, with California leading the way. Among their wide and versatile range of products, the Alankara Balloon Sleeve Crop Top emerged as the standout bestseller for the Tega collection.
In return for the unwavering love and support from the community, Tega ensures they receive their fair share. 15% of the proceeds from each collection is given back to the communities the company works with, thus, promoting fairness over traditional power dynamics. Additionally, 3% of the company’s profits are donated to organizations dedicated to indigenous community regeneration and land back initiatives.
Challenges/Struggles: What Roadblocks Are They Facing?
Challenge: Crafts and designs of many tribes have been stolen and mass-produced by non-Adivasi individuals.
Solution: Inspired by several friends from the Adivasi Lives Matter group who were aware of the Sandur Kushala Kala Kendra (an NGO in Ballari dedicated to collaborating with Lambani artisans to produce exquisite products), Elety decided to join forces with them as well.
Challenge: COVID-19 pandemic slowed down the business.
Solution: Elety communicated in person and via WhatsApp during COVID-19 and shared many images. Soon, the workers turned vision into reality. Moreover, they also suggested embroidery ideas. Although, Iit was a slow, intentional, and collaborative process, it kept the business going.
Khadi fabrics are mostly worn by the Lambani people, which was the first chosen fabric by the company. Eri silk was chosen for its lightweight styles and to support local biodiversity.
Challenge: Managing inventory and business from abroad.
Solution: Elety lives in Dallas, USA, and she strategically houses the products in both Dallas and Bengaluru. This enables efficient domestic shipping in the US and India plus minimizes emissions.
About Lambani Adivasi Community
In Ballari, Karnataka, the Lambani Adivasi community proudly showcases their vibrant clothing. It shows high contrast with Western minimalist styles. Tega Collective is a fashion initiative that emphasizes sustainability and supports this celebration of colorful attire.
Tega has engaged in a partnership with the Lambani people (often referred to as the tribe of wandering grain carriers). Most of these people are from Afghanistan, but now are settled in Rajasthan before spreading to diverse regions across India, including Karnataka and Maharashtra.
Future Vision: What’s Next?
Further, Tega Collective wants to revitalize textiles and craftsmanship to embody its passion for vintage street style and vibrant patterns, making them the central point to all its collections. The team is committed to collaborating with artisanal groups and delving deeper into unique natural fibers, such as lotus stem silk! Additionally, Elety aspires to spread awareness in the public about the communities and their traditions associated with each collection through informative articles, engaging videos, and compelling oral histories.
About the Founder
Niharika (Niha) Elety was born in Dallas and raised in Hyderababd. She is a sustainable fashion advocate and designer. She spreads awareness about sustainability and its importance using fashion, art and heritage.
When she joined the culture, she observed a lack of discussions about culture and ancestral knowledge in the sustainability field. Since then, she decided to include diverse perspectives from BIPOC creators. They are considered as the original leaders in sustainability, in the environmental movement.
As a biomedical engineering student, Niha initially pursued a different career path. But eventually, her passion for the local fashion scene and its connection to sustainability ultimately took center stage after she discovered that this movement aligns with India’s rich textile traditions.
She began educating people about the diverse regional textiles of India through her Instagram page by engaging body paintings. The response has been overwhelmingly enthusiastic. Now, as a speaker and as the founder of Tega Collective, she raises discussions about cultural sustainability.
Key Takeaways: Why Should Users Care?
From Niharika Elety we can learn:
- To find sustainable options to thrive in the market.
- The need of the hour is sustainable products in different industries.
- Uplifting others leads to our own upliftment, both emotionally and as a human being.
- Work as a team and do not neglect their recommendations.
