Shantanu Chauhan
Krish Sureka
Aekansh Bakshi
Goa Institute of Management
Divya Singhal
Keep this story going! Share below!
Sustainable Fashion Innovation: Studio Beej creates luxury fashion accessories using eco-friendly materials like cork, Piñatex, and Desserto, offering a stylish alternative to traditional leather.
Alignment with UN SDGs: The brand supports SDG 12 (Responsible Consumption & Production) by promoting sustainable sourcing and SDG 13 (Climate Action) by reducing carbon footprints and waste.
Ethical & Circular Design: By focusing on ethical production and circular fashion principles, Studio Beej helps build a more sustainable and environmentally responsible fashion industry.
Studio Beej is a pioneering sustainable luxury brand based in India that is redefining fashion accessories with eco-friendly and cruelty-free materials. Founded with the vision of creating stylish yet responsible alternatives to leather, the brand crafts high-quality bags, wallets, and other accessories using plant-based and recycled materials such as cork, Piñatex (made from pineapple leaf fibers), and Desserto (cactus leather). By integrating slow fashion principles, Studio Beej ensures that its products are not only durable and aesthetically appealing but also have a minimal environmental impact.
This innovation directly addresses UN SDG 12 (Responsible Consumption & Production) by promoting ethical sourcing, reducing dependency on animal-derived materials, and minimizing waste in the fashion industry. Additionally, it supports UN SDG 13 (Climate Action) by lowering carbon emissions associated with traditional leather production, which involves significant water usage, chemical processing, and deforestation. Studio Beej’s circular design approach further contributes to sustainability by emphasizing recyclability and responsible disposal of products, ensuring a reduced environmental footprint.
Through its innovative approach, Studio Beej is leading the charge toward a more sustainable fashion industry, setting an example for brands to embrace eco-conscious materials and ethical production methods. By educating consumers on the environmental impact of their choices and offering sustainable alternatives, the brand is fostering a shift toward mindful consumption, ultimately contributing to a greener and more responsible world.
Arundhati Kumar’s journey into sustainability was deeply rooted in her corporate career and personal values. With 18 years in corporate HR and consulting, she had always been interested in climate issues but wasn’t sure how to contribute. The turning point came in 2019 when she decided to venture into the sustainability space. Given her family’s background in leather and leather accessories, she began exploring sustainable alternatives to traditional leather. “Because my family business is in the space of leather and leather accessories, that seemed like a good starting point. So I started exploring sustainable alternatives to leather,” she shared.
Her realization of the environmental cost of leather production—its heavy water usage, pollution, and ethical concerns—led her to establish Studio Beej, India’s first premium luxury brand focused on plant-based leather alternatives. She saw an opportunity to create high-end accessories without relying on plastic-based vegan leather. “We worked with materials that are very low or zero plastic content, more than 70% bio-based content—leather made out of pineapples, cactus, banana fiber, and tree bark.” This commitment to sustainability and innovation positioned Studio Beej as a pioneer in the Indian market.
For Arundhati, sustainability wasn’t just about business—it was about impact. She later expanded her work through Reverse the Stripes, a climate consulting firm, where she advises businesses on sustainability storytelling and responsible business practices. “There is so much more that can be done to create significant impact,” she stated, highlighting her long-term vision of contributing to climate action beyond fashion.
Studio Beej’s innovation in sustainable fashion has had both short-term and long-term effects on the industry and consumer behavior. In the short term, the brand has introduced a viable and stylish alternative to conventional leather, attracting environmentally conscious consumers and setting a precedent for ethical fashion in India. By using plant-based materials like Piñatex and Desserto, Studio Beej has reduced reliance on animal leather and synthetic alternatives that contribute to pollution. The brand has also influenced small-scale artisans and manufacturers by promoting responsible production practices, encouraging more businesses to explore sustainable alternatives.
In the long term, Studio Beej is contributing to a larger shift in the fashion industry towards sustainability. As consumer awareness of environmental issues grows, the demand for eco-friendly products is increasing. Studio Beej’s commitment to transparency and ethical sourcing is fostering a culture of mindful consumption, reinforcing UN SDG 12 (Responsible Consumption & Production). Moreover, by reducing carbon emissions and water consumption compared to traditional leather production, the brand is supporting UN SDG 13 (Climate Action). Reports on sustainable fashion trends indicate a steady rise in demand for plant-based materials, and Studio Beej’s success serves as evidence that businesses can thrive while prioritizing sustainability.
The impact of Studio Beej is visible in its growing customer base, collaborations with like-minded brands, and increased media attention on sustainable fashion. As more companies adopt similar models, the industry is gradually shifting towards a circular economy, proving that innovation in sustainable materials can drive long-lasting environmental and economic benefits.
Studio Beej’s commitment to sustainability and innovation has led to significant business growth and impact. Since its inception in 2019, the company has carved a niche in the sustainable luxury accessories market by introducing plant-based leather alternatives such as Piñatex (pineapple leather), Desserto (cactus leather), and banana fiber. By focusing on high-quality, eco-friendly materials, Beej has successfully built a strong brand presence, securing partnerships with corporate clients and co-branding opportunities. This approach has not only driven revenue but has also positioned Beej as a leader in India’s growing sustainable fashion industry.
Because the business prioritized sustainability and ethical sourcing, it has attracted a loyal customer base and expanded into new markets. While its retail presence remains primarily in India, Beej has also grown its B2B exports, tapping into international demand for sustainable fashion. Employee retention has also benefited from the company’s mission-driven culture, as sustainability-focused businesses tend to foster higher engagement and purpose-driven work environments. By maintaining in-house manufacturing, Beej ensured better quality control, job creation, and skill development for artisans working with innovative materials.
Beyond product expansion, the business has opened new investment opportunities by establishing Reverse the Stripes, a sustainability consulting firm that advises brands on climate storytelling, sustainable supply chains, and eco-conscious business practices. This diversification has allowed Arundhati Kumar to scale her impact beyond fashion, influencing larger organizations to integrate sustainability into their operations. With continued research and development in plant-based materials, Beej is set to lead the transformation of India’s luxury fashion industry toward a more responsible future.
Studio Beej’s innovation in sustainable fashion benefits both society and the environment by reducing the harmful impact of traditional leather production while promoting ethical consumption. By replacing animal leather with plant-based alternatives like Piñatex (pineapple leather), Desserto (cactus leather), and banana fiber, the brand significantly cuts down on water consumption, carbon emissions, and toxic chemical usage. Traditional leather tanning is one of the most polluting industries, involving heavy metal waste and excessive resource consumption. Beej’s eco-friendly approach supports UN SDG 12 (Responsible Consumption & Production) by offering sustainable alternatives without compromising on quality or luxury.
Beyond environmental benefits, Beej also contributes to social impact by fostering a culture of responsible consumerism and job creation. By maintaining in-house manufacturing, the company has ensured ethical labor practices and upskilling opportunities for artisans working with innovative materials. Additionally, Beej’s strong focus on sustainability education—through social media awareness campaigns and climate storytelling—encourages a shift in consumer mindset toward more conscious purchasing decisions. This aligns with UN SDG 13 (Climate Action) by influencing both businesses and individuals to adopt greener alternatives.
The company’s expansion into sustainability consulting through Reverse the Stripes further amplifies its societal impact. By advising businesses on sustainable supply chains, corporate climate initiatives, and responsible product design, Beej is helping to reshape the industry at large. As more brands adopt sustainable practices, the overall impact multiplies, driving systemic change toward a more circular, eco-friendly economy. Through these efforts, Beej is not just creating products—it is building a movement toward a more sustainable and ethical future.
Get stories of positive business innovations from around the world delivered right to your inbox.
Arundhati Kumar, Founder
BEEJ is a Sanskrit word which when literally translated means “seed”. A metaphor for the origin of all creation; it is the point from where all life originates. For us BEEJ symbolizes respect for LIFE in its purest form and is at the core of everything we do.
BEEJ was born from a growing awareness of how ‘Fast-Fashion’ and non-discriminate use of materials that are harmful to the environment are hurting our planet and destroying it at an alarmingly rapid pace. We wanted to create a brand that’s rooted in environmental and social sustainability and is yet fashionable.
While we scout the world to source sustainable material that are made from natural resources with little or no use of toxic material, a lot of our materials are sourced locally from across the Indian sub-continent which makes us very proud.