Innovation

In a quaint corner of the bustling city of Ahmedabad, there exists a brand that spins tales with every thread, a brand that whispers stories of sustainability and innovation. It isn't just a fashion statement; it is a movement, a lifestyle – a dance of threads named RaasLeela.

RaasLeela wove its narrative with the ancient hand-sewing technique from Gujarat, a craft forgotten by many. Every pocket, seam, embellishment, button, string, and label bore witness to the meticulous craftsmanship of skilled home-based women, breathing life into a heritage that time had nearly erased.

The fashion industry, notorious for its environmental toll, found an antidote in RaasLeela's commitment to eco-friendliness. Steering clear of water-polluting dyes, the brand embraced raw Kora cotton – untouched by processes, bleach, or artificial hues. In a society drowning in fast fashion, RaasLeela stood tall, advocating for timeless pieces that defied trends. Owing to its commitment to style, sustainability and superior cause, the brand is easily able to charge a premium from its from customers all over the globe. This lucidly enables the brand to maintain its efforts at staying profitable alongside of being sustainable.

The artisans, the backbone of the brand, are not mere workers; they are family. The brand is commitmented to equality, fair wages, and ethical production practices. In this haven of creativity, flexible working hours allowed employees to flourish without feeling the weight of burden. Home-based artisans, with their unique skill sets, found a place where their talents are not just acknowledged but nurtured.

Inspiration

Hetal, a native of Gandhinagar in Gujarat, was raised in an environment where traditions held genuine value, malfunctioning items were upcycled, and a profound sense of dignity in work prevailed. Her journey took a pivotal turn when she clinched the "Best use of traditional skills into contemporary styling" award during the final year of her NIFT Gandhinagar course.

Upon college graduation, she found herself unable to connect with the realms of 'fashion forecasting' and 'designing for trends.' Despite the initial lack of connection, she proceeded into the workforce without delving too deeply into the matter. It was during her professional endeavors that she immersed herself in connecting with artisans, uncovering the 'unique and fulfilling' aspects of 'handcrafts.' The exploration of 'traditional textiles and techniques' revealed the profound meanings and stories interwoven with the artisans' lives.

Inspired by the mindfulness of traditional artisans, both in production and material usage, Hetal felt compelled to engage deeply at the grassroots level. This inspiration catalyzed the inception of 'RaasLeela,' a brand driven by the mission to offer 'opportunity of livelihood' to anyone willing to create, whether an artisan or a tailor. Hetal's commitment extended to sustainability and consciousness, incorporating 'zero waste,' 'upcycling,' 'dye-free,' and 'bleach-free' concepts into her brand.

In 2013, Hetal launched Raasleela, crafting the garments herself due to financial constraints. The initial skepticism surrounding manual stitching transformed into a source of pride for the collaborating artisans. As Hansaben, who contributed to the first collection, declared with pride, "I have made this entirely by myself," Hetal realized the transformative impact she aspired to achieve.

Overall impact

RaasLeela's innovation has yielded both short-term and long-term positive effects. In the short term, adopting locally procured greige fabric and initiating the #GoKoraClothing movement has immediately reduced RaasLeela's contribution to water pollution. Avoiding hazardous vat and direct dyes, as well as toxic bleaching chemicals, has a swift impact on preventing harmful remnants from entering freshwater streams. The beauty and purity of greige fabric, untouched by chemicals, are immediately apparent, providing an aesthetically pleasing alternative to conventionally dyed materials. The social media movement #GoKoraClothing quickly engages followers, creating a community supporting the sustainable fashion initiative. This short-term success is marked by increased awareness and participation, as evidenced by the numerous pictures shared by followers wearing kora clothing on social media platforms.

In the long term, RaasLeela's commitment to using greige fabricand promoting sustainable practices holds the potential for profound and lasting effects. The reduction in water pollution becomes a sustained effort, contributing to environmental healing over time. The empowerment of women makers with fair employment fosters lasting economic independence, positively impacting not only the individuals involved but also their families and communities. RaasLeela's emphasis on timeless, trend-less pieces promotes a shift in consumer behavior towards mindful fashion consumption, leading to a decrease in textile waste and a lower carbon footprint. The enduring nature of the movement, combined with the symbolic importance of wearing a concept rather than mere clothes, suggests a long-term cultural shift towards sustainable and conscious living. In essence, RaasLeela's innovation, both in material choice and social engagement, strives to mend the environmental and social impacts of the fashion industry, creating a pathway for sustained positive change.

Business benefit

RaasLeela's innovative approach intertwines sustainability, craftsmanship, and ethical practices, resulting in multifaceted benefits for the business. Firstly, the brand's commitment to eco-friendly fashion and the use of raw Kora cotton distinguishes it in a market increasingly driven by environmentally conscious consumers. This unique selling proposition not only attracts a growing customer base but also enables RaasLeela to command a premium for its sustainable products, catering to a global audience that values both style and ethical practices. The strategic focus on sustainability not only aligns with contemporary consumer preferences but also positions RaasLeela as a thought leader in the fashion industry, contributing to positive brand perception.

Secondly, RaasLeela's emphasis on a zero-waste production unit, utilizing remnants and cutting wastes, showcases a commitment to resource efficiency. This not only reflects positively on the brand's environmental stewardship but also contributes to cost-effectiveness in the production process. By minimizing waste and optimizing resources, reducing overall production costs and potentially increasing profit margins. Additionally, the brand's dedication to fair wages, ethical practices, and the celebration of imperfections fosters a unique brand identity that resonates with consumers seeking authenticity and social responsibility. Overall, RaasLeela's innovation not only benefits the environment and society but also enhances its market positioning, customer loyalty, and financial sustainability.

Social and environmental benefit

RaasLeela's innovation brings significant benefits to both society and the environment. In the realm of environmental impact, the fashion industry is notorious for water pollution caused by hazardous dyes and chemicals. RaasLeela addresses this issue by choosing locally procured greige fabric in its most natural state. This choice minimizes the contribution to water pollution, avoiding the harmful effects of commonly used vat and direct dyes. The utilization of greige fabric, untouched by chemicals, not only enhances the aesthetic appeal of the clothing but also serves a greater purpose by reducing the environmental footprint associated with conventional dyeing processes. By actively advocating for the use of natural and sustainable materials, RaasLeela sets a positive example for the industry, encouraging a shift toward eco-friendly practices.

Moreover, RaasLeela's #GoKoraClothing movement transcends mere fashion trends, turning clothing into a powerful vehicle for societal and environmental healing. The initiative encourages individuals to embrace the concept of mindful fashion consumption. By participating in #GoKoraClothing, consumers contribute to reducing water pollution, empowering women through fair employment, alleviating the burden on landfills, and lowering carbon emissions. The movement creates a sense of community and shared responsibility, fostering awareness about sustainable living. In essence, RaasLeela's innovation not only provides consumers with aesthetically pleasing and environmentally friendly clothing but also instills a sense of responsibility and activism, contributing to a more equitable, inclusive, and sustainable world.

Interview

Hetal Shrivastav, Founder