The Vishnu

The Vishnu: Weaving Sustainably with Tradition

Authors

Vanshika Singh

Vanshika Singh

Vansh Mehndiratta

Vansh Mehndiratta

Riya Khandelwal

Riya Khandelwal

Jatin Arora

Jatin Arora

Kanwar Devaansh  Singh

Kanwar Devaansh Singh

Puneet Saluja

Puneet Saluja

School

Goa Institute of Management

Goa Institute of Management

Professor

Divya Singhal

Divya Singhal

Global Goals

8. Decent Work and Economic Growth 12. Responsible Consumption and Production 13. Climate Action

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Summary

The Vishnu is a sustainable ethnic clothing brand that combines traditional Indian craftsmanship with eco-friendly practices, addressing UN Sustainable Development Goals (SDGs) 12 (Responsible Consumption and Production), 8 (Decent Work and Economic Growth), and 13 (Climate Action). Through artisanal collaboration, natural dyeing, and zero-waste methods, the brand minimizes its environmental footprint while empowering artisans and preserving cultural heritage.

Innovation

The Vishnu’s innovation lies in its dedication to blending traditional Indian art forms with sustainable practices. As Mr. Kapil Khandelwal, the business leader, asserts, “Sustainability is not just a practice for us; it is the very foundation of The Vishnu.

  • Natural Dyeing and Printing: The Vishnu employs natural dyes derived from jaggery, alum, and rusted iron. For example, its black dye is crafted by soaking iron in water for months. As Mr. Kapil explained, “This meticulous process showcases how traditional methods can coexist with eco-conscious practices.
  • Zero-Waste Practices: The brand implements zero-waste pattern-making to minimize fabric waste during production.
  • Traditional Techniques: Partnering with over 500 artisans skilled in Ajrakh, Kalamkari, Bagru, Ikat, and Bengal Khadi, The Vishnu produces unique handmade designs. “Each piece is not just a product but a story,” Mr. Kapil shared. “The artisans use tools and methods passed down through generations, keeping the cultural essence alive.

By championing these methods, The Vishnu directly contributes to low-impact production (SDG 12), chemical reduction (SDG 13), and sustainable livelihoods for artisans (SDG 8).

The Vishnu: Weaving Sustainably with Tradition

Inspiration

The Vishnu originated in 1952 as a family-run fashion boutique. Its current commitment to sustainability is driven by both tradition and a vision for the future. Mr. Kapil reflected on a pivotal experience: “While preparing for a personal celebration, I visited artisan hubs like Jaipur, Gujarat, and Andhra Pradesh. Watching the craftspeople work with such dedication and seeing the environmental benefits of natural dyes reaffirmed our practices. It also made me realize the challenges these artisans face due to market competition.

These observations inspired the brand to combine heritage with eco-consciousness, ensuring the preservation of India’s cultural legacy and environmental well-being.

Overall impact

The Vishnu’s innovative approach has transformed the ethnic fashion industry, positively impacting both artisans and the environment.

  1. Short-Term Impact: The brand has partnered with artisans across India, generating jobs and providing training programs to equip younger generations with traditional skills. “We educate consumers about the value of handmade products and the natural variations in colors and textures,” Mr. Kapil explained. “It fosters a deeper appreciation for what sustainable fashion truly represents.
  2. Long-Term Impact: The Vishnu has established itself as a leader in sustainable ethnic wear with plans for international expansion. Its commitment ensures that traditional crafts are preserved for future generations. As Mr. Kapil emphasized, “We want every artisan to feel valued—not just as a worker but as a key contributor to preserving India’s heritage.

Business benefit

The Vishnu’s practices have driven growth and market expansion by aligning tradition with sustainability.

  • Cost Reduction: Zero-waste practices and recycled packaging have significantly decreased operational costs.
  • Market Expansion: Limited-edition collections, such as Ajrakh-printed winter jackets, have attracted international markets. “When we introduced Ajrakh-printed winter jackets, we saw tremendous interest, especially abroad,” Mr. Kapil remarked. “It’s all about adapting heritage to modern trends.”
  • Artisan Empowerment: By maintaining a direct supply chain, The Vishnu ensures cost efficiency and allows artisans to retain creative control. This mutually beneficial relationship strengthens the brand’s authenticity and customer loyalty.

Focusing on sustainability has increased profits, opened new markets, and built enduring relationships with artisans and customers. As Mr. Kapil summed up, “Our journey is a testament to the fact that fashion can be both ethical and profitable.

Social and environmental benefit

The Vishnu’s initiatives have far-reaching social and environmental benefits.

Social Impact: The brand ensures that artisans, many from remote villages, are paid fair wages and work in safe conditions. “Our efforts have brought financial stability to artisan communities, inspiring the younger generation to embrace these traditional skills,” Mr. Kapil highlighted.

Environmental Impact: By using natural dyes and sustainable fabrics, The Vishnu reduces chemical waste and conserves resources. Its eco-friendly packaging, crafted from recycled paper, further reflects its commitment to sustainability.

The Vishnu’s practices have alleviated economic instability in artisan communities and sparked a ripple effect of social empowerment. By bridging tradition with innovation, The Vishnu demonstrates that fashion can respect both people and the planet.

Interview

Mr. Kapil Khandelwal, CEO

Photo of interviewee

Watch video on YouTube

Business information

The Vishnu

The Vishnu

Delhi, New Delhi, IN
Year Founded: 1952
Number of Employees: 51 to 200

The Vishnu is a sustainable ethnic fashion brand that combines traditional Indian craftsmanship with eco-friendly practices. Specializing in handmade clothing, the brand collaborates with over 500 artisans skilled in heritage techniques. By using natural dyes, zero-waste methods, and recycled packaging, The Vishnu ensures minimal environmental impact. The brand not only preserves India’s cultural legacy but also empowers artisans by providing fair wages and a global platform for their work. Its commitment to sustainability and authenticity has established The Vishnu as a pioneer in eco-conscious ethnic wear.