1006
/ 6
Min Read
Driven by growing environmental awareness, cultural pride, and a desire for authenticity, many modern-day consumers are choosing handcrafted, locally sourced, and eco-friendly goods over mass-produced alternatives. This change is evident in the rising popularity of organic foods, traditional handlooms, Ayurvedic wellness products, and brands that emphasize ethical sourcing and minimal waste. Slow fashion, in particular, has gained traction as consumers seek timeless, durable clothing rooted in Indian heritage rather than fast-changing trends. This evolving preference marks a conscious move towards mindful consumption that respects tradition, supports artisans, and nurtures the planet. And new-age brands are listening. They are creating thoughtful alternatives to mass-produced goods, meeting consumer demand for products that are both meaningful and responsible.
Ellementry: Craftsmanship Meets Conscious Living
Launched in 2018 by Ayush Baid, Ellementry is a shining example of innovation rooted in heritage. Inspired by his family’s decades-long legacy in handcrafted exports through Dileep Industries, Baid sought to fill a glaring void in the Indian market: the absence of thoughtfully designed, handcrafted homeware that balances function, safety, and aesthetics.
“Indian artisans were creating exquisite products for the world, but Indian homes had little access to them,” Baid explains. Ellementry emerged to bridge that gap—with a philosophy of slow living and conscious consumption. Its offerings span everything from sustainable kitchenware to artisanal décor, all handmade and food-safe.
The brand’s omnichannel presence—starting online and expanding into tactile, experience-rich retail stores—has helped foster deeper consumer engagement. With 16 operational stores through the country, Ellementry is now actively growing via franchise partnerships, with plans to expand into Tier 1 and Tier 2 cities, as well as international markets. Baid notes, “Franchising allows us to scale responsibly while collaborating with partners who resonate with our brand ethos.”
Jaypore: Curating India’s Finest Craft Stories
Jaypore, one of the early pioneers in the space, started as a digital-first marketplace for India’s rich handicraft and textile heritage. Founded in 2012, Jaypore’s curated collections—spanning apparel, jewelry, home décor, and accessories—celebrates regional artisans and traditional techniques. Whether it's Ajrakh prints from Gujarat or Chikankari from Lucknow, Jaypore transforms these time-honored crafts into design-forward products for modern lifestyles.
Jaypore was acquired by Aditya Birla Fashion and Retail Limited (ABFRL) in 2019. The brand recently launched its 33rd exclusive brand outlet in May, marking its entry into the Chandigarh market.
"Punjab, we’ve arrived- with craft in our hands and gratitude in our hearts," announced Jaypore on Facebook. "Every motif holds memory, every weave carries the voice of a Karigar who learned from the ones before. Beyond these doors lies not a store, but a sanctum of skill, where heritage whispers and Karigari live on. Which story will you take back with you? Come discover yours."
By offering a platform to local artisans and scaling through retail and e-commerce, Jaypore acts as both curator and catalyst—empowering India’s craft communities while appealing to global connoisseurs. With franchise opportunities on the horizon, Jaypore is poised to deepen its physical presence in India and abroad.
Suta: Weaving Emotion Into Fabric
Founded in 2016 by sisters Sujata and Taniya Biswas, Suta has built a community around the love for handmade textiles and storytelling. With its signature soft cotton saris, blouses, and apparel lines, the brand revives traditional weaves like Jamdani, Mul, and Khesh—infusing them with a youthful, relatable voice. Every Suta product carries a story—of the weaver, the process, and the philosophy of wearing your roots.
Suta’s success lies in how it’s created an emotionally resonant brand around heritage fashion. It has scaled through strong digital engagement, thoughtful collaborations, and a growing number of experience-centric stores. Suta is celebrated for its contemporary take on traditional Indian handloom, offering a curated selection of handwoven saris, blouses, and a growing range of apparel and accessories for women, men, and children. The brand recently launched its 15th store in India, in the bustling HSR Layout neighbourhood of Bengaluru and is now exploring franchise models to expand its footprint while ensuring its community-first ethos remains intact.
Nandi Panchgavya: The Power of Sacred Sustainability
While some startups focus on wearable or homebound artistry, Nandi Panchgavya channels ancient Vedic wisdom into sustainable living. Founded in 2021, the brand draws inspiration from the traditional Panchgavya blend—milk, curd, ghee, urine, and dung—used for centuries in Indian wellness and agriculture.
From eco-friendly incense sticks and diyas to Panchgavya-based wellness products, Nandi Panchgavya blends age-old science with eco-conscious modernity. “Our mission is to revive traditional practices while creating livelihoods and protecting cows,” says CMD Mahendra Prabhudas Bajaj. The brand has also taken the franchise route, launching four stores in four cities with a vision to open “WOW Nandi Panchgavya” stores across India.
With an affordable entry point—₹1 lakh franchise fee and a setup cost of ₹10–12 lakhs—the brand offers promising ROI and a meaningful mission. “We’re targeting 10 lakh subscriptions and 20 distributors across India as part of our FY26 expansion,” adds Bajaj.
Why Franchising Is Fuelling Growth
Franchising is emerging as a powerful tool for these startups to scale while preserving the integrity of craftsmanship. From Ellementry’s immersive in-store storytelling to Nandi Panchgavya’s mission-driven local stores, each brand sees franchising not just as an expansion model—but as a partnership to spread values and create cultural impact.
For entrepreneurs, these franchises offer more than just a business opportunity—they represent a chance to champion Indian heritage and contribute to a larger narrative of sustainable, ethical commerce.
What Lies Ahead for Indian Craftsmanship
What unites these brands—beyond their product lines—is a shared commitment to revival, relevance, and reach. They are not just selling goods; they are telling stories, describing values, and ways of living that honour India’s rich cultural legacy.
In a world that’s moving towards slow fashion, sustainable living, and ethical consumption, these startups are perfectly poised to lead the charge. Their success signals a renewed global appetite for authenticity—and a future where Indian artisans, once confined to local markets, now have the world as their stage.
As India crafts its next chapter in global commerce, these startups stand as powerful ambassadors of its cultural wealth—reminding us that in a fast world, the hand-made still holds timeless value.
