Meet Husband-Wife Duo Who Quit Textile Scientist Jobs in the US to Launch a 100% Plant-Based Luxury Fashion Brand in India

After completing her Bachelor’s in Chemical Technology with a specialization in Textile Chemistry from the Institute of Chemical Technology, Mumbai, Aishwarya followed her passion to complete her Master’s degree in Fiber Science from Cornell University, USA. 

What she realised while pursuing her studies and working in the textile industry was that not many were concerned about sustainable fashion.

In an exclusive interview with Startup Pedia, Aishwarya Lahariya shared her journey of becoming a textile scientist and founding a Plant-based fashion startup, JIWYA. 

“More people should be aware that our clothes can be polluting the environment,” the Nashik-based fashion startup founder told Startup Pedia. “Many people say, “Oh cotton dresses are also plant-based!” I say, yes, the base fibre could be, but then the colours, the buttons etc. are not plant-based!"

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Textile scientist’s journey of turning into a plant-based luxury fashion brand founder

With a strong belief that fashion should not come at the expense of our planet, people or animals, Aishwarya came up with the idea of plant-based fashion.

“My husband Adhiraj is also a textile scientist,” shared the plant-based fashion entrepreneur. “He did his Bachelor’s with me and went to North Carolina State University to pursue a Master’s degree. We landed some high-paying jobs in the States. However, we were fueled with a dream of establishing an environment-friendly, non-polluting fashion brand. So, we returned to India together to realise our mission.”

While working in the textile industry, both Aishwarya and Adhiraj observed the industry was resistant to change. Though they suggested using a better chemical for the fabrics, their opinion fell on deaf ears.

“Look, learning chemistry is about understanding the good and bad chemicals around us,” confirmed the plant-based luxury fashion founder. “Individually, we were avoiding the bad chemicals around us. When that personal commitment came to work, sadly we realised the textile industry is heavily polluting the environment, but it is resistant to change! Say, if I suggested replacing harmful chemical A with a better option B, it would not be considered.”

Aishwarya and Adhiraj realised the textile industry is contributing to climate change although they are not ready to take on accountability and modify the way they operate.

With a strong determination to change the textile scenario of the world, the husband-wife entrepreneur duo decided to start a plant-based clothing brand that would provide luxury fashion to customers without harming the planet.

In 2022, the two textile scientists Aishwarya Lahariya and Adhiraj Shinde quit their secure jobs in the US to embark on a journey of sustainable fashion. 

“We started working on our startup in 2022 and JIWYA was officially founded in 2023,” the co-founder told Startup Pedia.

Luxury fashion brand offering sustainable clothing

The pure science student, Aishwarya Lahariya also turned the chief designer of her startup as she found not many fashion designers were keen on the fabric or how the dress was made.

“They were more interested in the look, feel and style. However, as we are a 100% plant-based fashion startup, I need to ensure that every single ounce of the material that goes into making that piece from the fibre colours, buttons, stitching thread, embroidery thread, every little embellishment that goes in it, to the last bit of string used to attach the tag, is 100% plant-based,” Aishwarya remarked smilingly.

Apart from selling its plant-based clothing, JIWYA keeps spreading awareness about sustainable fashion through its blogs and social channels.

“What most people do not know is that their clothing is the source of almost 1/3rd of pollution and carbon emissions on the entire planet,” JIWYA founder Aishwarya Lahariya opened up to Startup Pedia.

Fabric materials used by JIWYA

The plant-based luxury fashion brand JIWYA makes dresses from grown cotton, linen, jute, bamboo, banana, hemp, and nettle. 

At JIWYA, buttons are sourced from local communities that use coconut shells and broken wood to make buttons. Cotton stitching thread, of various strengths, is sourced with much effort to ensure no plastics usage. Zippers are replaced with more body-friendly upcycled strings that also adapt to slight changes in the wearer's body. 

The Nashik-based fashion startup offers purely plant-based fashion through a conscious mindful choice.

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Looking ahead

“If your clothing is costing you the same as a cup of coffee you should be worried!” cautioned JIWYA’s Aishwarya Lahariya. “You must understand that someone somewhere was not paid.”

Currently, the plant-based clothing brand sells its apparel and textile decor primarily through its website, global-conscious marketplaces and exclusive exhibits across India. The startup has four full-time employees including the founders and eight part-timers who help in project-based work.

“We are trying to project India globally in a way that Indian art is valued,” JIWYA’s co-founder Aishwarya Lahariya opened up to Startup Pedia. “Our vision is to be the compassionate luxury brand made in India for the world, a brand through which Indian artisans get valued and rightfully compensated.”

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