WeaverStory: Bringing India’s Artisanal Textiles to the World
What inspired you to transition from a corporate career to the world of Indian handlooms and crafts?
As someone with a background in the Banking & Financial Services sector, I often traveled to rural areas and smaller cities while working on financial inclusion projects. These experiences brought me face-to-face with the challenges faced by local communities and the complexities of creating meaningful programs for their benefit. One pivotal trip to Varanasi truly transformed my perspective.
I met a weaver who had given up his craft due to low income and the need to support his family. He had taken up a job folding sarees in a retail shop. This encounter stayed with me. When I returned to Delhi, I realized there was significant demand for handloom products, but people lacked access to authentic sources. What began as a simple initiative to connect buyers with genuine handlooms eventually evolved into WeaverStory—a brand dedicated to preserving this timeless art and empowering artisans.
How do you balance the responsibilities of being a social entrepreneur, business leader, and a family man?
Role of an entrepreneur can often not be defined with water tight definitions. As an entrepreneur I am looked upon by lots of stakeholders and our extended families in the form of weavers and employees. Balancing the roles of a social entrepreneur, business leader, and family person therefore requires a blend of strategic planning, strong priorities, and a sense of purpose. Which is in turn we manage by setting priorities, effective delegation, leveraging technologies while ensuring we have fun and are aligned to the common goal.
WeaverStory collaborates with over 1,300 weavers. How do you ensure the authenticity and quality of your collections?
Purity is one the pillars of WeaverStory and our commitment to all our customers. WeaverStory is an attempt to help bridge the gap between the weaving community and the buyers who are looking for authentic products. At WeaverStory, authenticity and quality are non-negotiable.
We house a very stringent quality control mechanism as we understand that we cater to customers across 15 countries. We have certifications from Silk Mark, Kosha, GIs and CraftsMark for our clusters to ensure the best quality. Asides, we have to support this with a return policy, ensuring peace of mind. Our track record shows a less than 3% return despite an easy and generous return policy.
To ensure that there is alignment to our goal of Purity, we work closely with weavers, providing them with fair wages, design inputs, and insights into market trends. All designs are directly conceptualized and purchased by WeaverStory, eliminating the need for artisans to seek markets for their creations. This approach ensures that weavers can focus entirely on their craft. By creating a transparent and supportive ecosystem, we ensure that every piece in our collection reflects genuine craftsmanship.
Can you tell us about the latest collection from WeaverStory and what makes it unique?
Abhisarika by WeaverStory is designed for those who prioritize comfort and effortless style. Abhisarika blends functionality with understated sophistication. Featuring suits and sarees in delicate and breezy Mul Chanderi fabrics, this collection offers ensembles perfect for everyday wear, embodying femininity with dainty charm. The minimalist yet intricate Aari and Pittan embroidery adorns the garments, creating subtle highlights that capture the essence of traditional artistry.
How do you incorporate traditional designs while appealing to modern tastes in your latest collection?
Abhisarika by WeaverStory is a celebration of femininity, strength, and elegance, inspired by the timeless Abhisarika Nayika from the Natya Shastra. Embodying the essence of a heroine who dares to defy conventions to meet her beloved, this collection resonates with the modern woman—bold yet graceful, unrestrained yet poised.
The collection features classic bels and bootas, thoughtfully placed on sleeves, necklines, or dupattas, adding a touch of tradition while maintaining a modern aesthetic. Each piece reflects the duality of today’s women—strong and self-assured, yet tender and elegant.
With weaving clusters across India, how do you showcase the diversity of regional crafts in your designs?
India’s handloom heritage is incredibly diverse, and we strive to celebrate it through our collections. Each weaving cluster has its own distinct identity, and we highlight this uniqueness by creating region-specific collections. For example, our Banarasi sarees reflect the opulence of Varanasi’s craftsmanship, Pashmina from Kashmir and many more.
Sustainability is a key trend in fashion today. How does WeaverStory align with sustainable practices?
We believe that fashion shouldn’t cost the planet and exploit people. Therefore, we have been committed to creating an ecosystem that strategically helps create employment and sustain the livelihood of those involved right from the cultivation to the delivery partner, who delivers happiness in the package- We call it Wear your Smile.
We also promote slow fashion which protects nature and also encourages the reuse and reviving of old pieces through our partnership with skilled artisans and darners, extending the lives of masterpieces.
What role does storytelling play in promoting your latest collections and connecting with customers?
Storytelling is at the heart of WeaverStory. In fact, the brand’s name originated from a Facebook community we created to share the stories of weavers and handlooms. Our customers don’t just buy a product—they connect with the journey behind it. Through storytelling, we bridge the gap between artisans and buyers, fostering a sense of appreciation and emotional connection to the craft.
Are there any upcoming collaborations or projects that you’re particularly excited about?
We are looking forward to adding more clusters and working with many National Awardees and will be extending our lines and crafts.
