Introduction
Jiwya was born out of frustration fueled by purpose. The founders, both textile scientists, were working in the United States in 2021 when they began questioning the real impact of their work.
Fashion is one of the world’s largest polluters. It contributes 8–10% of global carbon emissions and that is more than aviation, road transport and shipping combined. The industry also dumps nearly one truckload of clothing every minute, adding up to 92 million tonnes annually. Behind the scenes, harmful dyes and chemicals are often chosen to reduce costs.
Instead of continuing in the system, the founders Aishwarya Lahariya and Adhiraj Shinde decided to return to India in July 2022 and build a brand that would create the cleanest possible fashion supply chain.
Building a Soil-to-Soil Fashion Ecosystem
Jiwya’s core idea is to create clothing entirely from plant-based materials that can safely return to the soil. The team starts from the fibre level and moves upwards. Fibre to yarn, yarn to fabric, fabric to colour, prints, embroidery, stitching thread, buttons, labels, tags and even packaging. Every layer is redesigned using biodegradable, plant-based materials.
Before seeking certifications, they tested compostability at home. Their internal testing shows that each garment lasts between 30 to 50 washes, often more, if cared for properly. The goal is durability without environmental harm.
To close the loop fully, Jiwya introduced a take-back program called Re: Jiwya. Customers can return used garments and receive store credit, after which the pieces are responsibly composted. The brand also offers repair and revamp options to extend product life.
Why Slow Fashion Makes Financial Sense
While fast fashion encourages frequent buying, Jiwya promotes mindful consumption through the idea of “cost per wear.”
Instead of buying multiple low-cost garments that fade or lose shape after a few washes, investing in higher-quality pieces can actually reduce long-term spending. When a garment lasts longer and maintains its quality, the cost per wear becomes lower over time.
The founders also believe individual style is disappearing due to social media trends. Rather than chasing every new fashion wave, slow fashion encourages consumers to build a wardrobe that reflects personal identity and lasts for years.
To create emotional connection, Jiwya shares the story behind every product by including the names of the art clusters involved, to the techniques used, making customers feel connected to the piece.
Hyper-Local Economies: Supporting Artisan Clusters Across India
A key focus for Jiwya is building hyper-local economies. The founders travelled nearly 19,000 kilometres across 19–20 Indian states to understand artisan clusters firsthand. They work closely with hand spinners, weavers, loom makers, dye artisans, block printers and embroiderers.
Each artisan cluster functions like a small ecosystem. For example, a weaver’s work supports yarn preparers, loom technicians and other local workers. Similarly, traditional hand block printing involves multiple stages. By consistently sending yarn or fabric to these clusters, Jiwya ensures steady income for multiple families. The brand avoids imposing unrealistic deadlines and instead works around the artisans’ pace, giving them flexibility and dignity.
Fair Wages and Safe Workplaces
For Jiwya, sustainability starts with people. The founders believe that the most basic sustainable practice in fashion is paying fair wages and ensuring safe working conditions. A single garment can pass through at least 12 pairs of hands. Selling extremely cheap clothing often means someone in the chain is underpaid or working in unsafe conditions. Only after human rights are respected should brands move to material innovation and chemical reduction.
From United Nations to London Fashion Week
Despite being less than three years old, Jiwya has achieved notable milestones. In early 2025, the brand became an official partner of the United Nations Fashion and Lifestyle Network. Jiwya is also rated “Great” by Good On You, an international platform that evaluates fashion brands based on publicly available information.
On the global stage, the brand showcased at London Fashion Week 2025, marking what they believe was the first time a 100% plant-based fashion brand appeared on a major international runway. They are also preparing for Paris Fashion Week 2026, further expanding their global presence while remaining rooted in India.
Funding and Growth Plans
Jiwya completed a seed funding round in late 2025, raising USD 350,000 from Kiara Luxe Holding, a UAE-based private investor. The funding supports global expansion, international showcases and scaling impact while continuing to operate from India. The founders aim to create the largest diversified impact in fashion by combining Indian craftsmanship with global visibility.
Challenges in Building a Sustainable Fashion Startup
One of the biggest challenges, according to the founders, is education. Fast fashion brands do not have to explain why their materials are harmful. Sustainable brands, on the other hand, must constantly justify and educate consumers about their choices. This additional burden requires time, resources and effort.
Advice to Young Founders and Professionals
Aishwarya Lahariya says, “First, understand your “why” deeply. A strong purpose becomes the foundation that holds the business together. Second, take calculated risks. Build savings, prepare financially and speak to experienced founders before launching.”
Interview by : Khevna Reddy
