This Startup Is Transforming Fashion with 100 Plant-Based Couture – JIWYA Startup Review

Fast fashion is not just a fleeting trend; it’s a significant crisis. With the fashion industry being the world’s third-largest polluter, its impact on our planet and health is staggering. Think about it: 5 billion animals are used annually, and a whopping 92 million tonnes of clothing end up in landfills each year, much of it laden with harmful chemicals.

As eco-conscious consumers aged 25-40 crave chic, exclusive fashion, there’s a growing need to rethink what we wear without compromising ethics. You appreciate unique, artisanal pieces that resonate with your values, yet navigating the complex web of sustainability in fashion can feel overwhelming.

That’s where JIWYA steps in, transforming this dire reality into a refreshing possibility. By embracing a 100% plant-based supply chain and showcasing India’s rich textile heritage, they’re here to redefine luxury. We recently had an enlightening conversation with Adhiraj Shinde, co-founder of JIWYA, to explore how their vision is not just solving problems but setting the stage for a new era in fashion. Stay tuned as we delve deeper into their innovative journey!

What is JIWYA?

JIWYA is a breakthrough in the fashion industry, focusing on plant-based couture apparel to address the urgent issues arising from fast fashion and textile pollution. By leveraging India’s rich textile heritage, JIWYA aims to provide sustainable fashion that resonates with conscious consumers.

The brand targets the eco-chic consumer aged 25-40, individuals who possess a refined taste for luxury but are increasingly aware of the environmental impact of their purchases. These consumers appreciate unique, limited-edition items that not only reflect their style but also align with their values regarding sustainability and ethical production.

To tackle the pressing problems linked to traditional fashion, JIWYA employs a soil-to-soil supply chain, ensuring that every component, from the fibers to the embellishments, is plant-based and non-toxic. This approach eliminates the reliance on synthetics and harmful chemicals, thereby reducing pollution and promoting healthier practices in the industry.

What truly distinguishes JIWYA is its commitment to transparency and artisan collaboration. By working with over 100 generational Indian textile artisans, JIWYA not only revives ancient craft techniques but also establishes fair wage practices and supports local communities. Each piece tells a story, combining various heritage textile arts, thus creating a unique product that stands apart in a crowded market while contributing positively to the planet and community.

JIWYA Founders

Adhiraj Shinde and Aishwarya Lahariya are the pioneering duo at the forefront of JIWYA, showcasing their commitment to transforming the fashion industry. Both textile scientists by training, their academic paths laid a solid foundation for their environmentally conscious ethos. Adhiraj holds a Bachelor’s degree in Fibers and Textile Processing Technology from ICT, Mumbai, and a Master’s from NC State University. Aishwarya complements this with her expertise in textile chemistry from ICT and a Master’s in Fiber Science from Cornell University. Their combined experience of over a decade in fibre and textile research has equipped them with the knowledge necessary to tackle the pressing issues plaguing the fashion sector.

The inception of JIWYA wasn’t without its challenges. The founders were acutely aware that the textile industry, notorious for its pollution and unethical practices, was in dire need of reform. Their journey began with a simple yet profound question: “Are our clothes worth wrecking the planet and human health?” This pivotal reflection led them to take a significant leap from the bustling landscape of the US to the vibrant textile communities of India. Motivated by a desire to replace harmful production methods with sustainable practices, they embarked on this mission to create a brand that prioritises environmental responsibility while celebrating artisanal heritage.

As they stepped into the early days of their startup, the path was far from straightforward. One of their significant challenges was sourcing entirely plant-based materials. This required extensive research and collaboration to find alternatives for every component, from stitching threads to embellishments. Over a remarkable 19,000 km road trip, Adhiraj and Aishwarya engaged with over 150 award-winning artisans, persuading them to adapt their craftsmanship to embrace purely plant-based materials. This initiative not only helped to revive ancient textile techniques but also established vital connections within local communities, ensuring that tradition thrived in a modern context.

Ultimately, the driving force behind JIWYA was the duo’s passion for combining sustainability with luxury. They envisioned a world where consumers could wear exquisite, made-to-measure pieces without compromising their values. By melding their technical expertise with a heartfelt commitment to eco-friendliness, these founders have successfully carved out a unique niche within the fashion industry. At JIWYA, every garment is a testament to their belief in responsible production—a compelling narrative of traditional craftsmanship powered by plants, aimed at redefining luxury fashion for the contemporary, eco-conscious consumer.

Interview with Adhiraj Shinde, Co-Founder of JIWYA

Recently, we had the opportunity to sit down with Adhiraj Shinde, co-founder of the innovative startup JIWYA, which focuses on creating plant-based couture apparel to combat the drawbacks of fast fashion and textile pollution. Adhiraj shared invaluable insights into the ethos and operations of JIWYA, shedding light on the company’s mission, challenges, and future aspirations.

Q: Can you tell us a bit about JIWYA and your role within the company?
A: JIWYA is dedicated to creating plant-based couture apparel aimed at addressing issues like fast fashion and textile pollution. As the co-founder, I handle technical operations, logistics, and financial aspects, and serve as the primary liaison for our network of artisans.

Q: What drives your target audience, the ‘eco-chic’ consumer?
A: The eco-chic consumer, aged 25-40, has a sophisticated taste in fashion and is highly conscious of the environment. They seek luxury items that not only enhance their style but also align with their values of sustainability and ethical production.

Q: Why did you and Aishwarya decide to embark on this journey?
A: Being textile scientists, we were deeply aware of the textile industry’s environmental and ethical issues. From synthetic fibres clogging landfills to hazardous chemicals harming both the planet and human health, it was clear that change was urgently needed. That concern led us to create JIWYA, a brand that emphasises sustainable practices and ethical production.

Q: What were some of the initial challenges you faced when starting JIWYA?
A: One of the biggest hurdles was sourcing entirely plant-based materials, which required extensive research. Convincing artisans to adopt these materials also took time, involving a 19,000 km road trip and discussions with over 150 artisans. Eventually, we managed to blend ancient techniques with modern, eco-friendly practices.

Q: How does JIWYA ensure a transparent and ethical supply chain?
A: We employ a soil-to-soil supply chain, meaning everything from the fibres to the embellishments is plant-based and non-toxic. Our network includes over 100 generational Indian textile artisans who ensure each piece is meticulously crafted. Fair wage practices and community support are integral to our operations.

Q: What makes JIWYA stand out in a crowded fashion market?
A: JIWYA stands out by creating products that are 100% plant-powered, free from synthetic chemicals and fibres. Each item combines more than two heritage Indian textile arts and is handmade, making it unique. Our zero-waste production cycle and compostable packaging further set us apart.

Q: Have you received any external funding, and what are your future plans?
A: As of now, we haven’t received external funding. Moving forward, we plan to diversify into home decor and furnishings, incorporating rare natural fibres to further reduce our environmental impact.

Q: Can you share JIWYA’s performance metrics so far?
A: Although JIWYA is just 6 months old, we’ve already generated USD 6000 in revenue from product prototypes and early sales, serving around 10 customers per month. It’s a modest start, but we’re growing steadily.

Q: Do you have any advice for aspiring entrepreneurs?
A: Believe in your idea and work diligently towards making it a success. Starting a venture is challenging but immensely rewarding. Stay committed and passionate about your cause.

Q: Any final thoughts or statistics you’d like to share?
A: Remember, the fashion industry is one of the largest polluters globally. By focusing on plant-based, non-toxic materials, JIWYA provides a cleaner, safer alternative. Every garment we create embodies our commitment to sustainability and ethical practices.

Feedough’s Take on JIWYA

JIWYA is stepping up as a formidable pioneer in sustainable fashion, responding ingeniously to the environmental crises spurred by fast fashion. Their approach of marrying India’s age-old textile traditions with a 100% plant-based supply chain isn’t just commendable, it’s revolutionary. This unique positioning not only caters to the growing market of eco-chic consumers but also sets a high bar for ethical practices within the industry.

Looking ahead, JIWYA faces the twin challenges of scaling production while maintaining the integrity of its artisanal and sustainable ethos. Future success will likely hinge on broadening their marketplace presence and perhaps even exploring technological innovations in textile manufacturing. For those tracking the evolution of ethical fashion, JIWYA is certainly a brand to watch, poised to make significant waves in how luxury fashion values our planet.