Our Story
Rooted in the rich textile traditions of South India, our journey began with a simple desire — to bring the soulful artistry of local weavers into the wardrobes of modern women. From the intricate weaves of Ilkal to the regal drapes of Mysore Silk, each saree in our collection is handpicked and thoughtfully curated to honor generations of craftsmanship. We believe that a saree is more than fabric — it’s a story, a heritage, a celebration of identity. With every thread, we aim to preserve these timeless traditions while reimagining them for today and tomorrow.
Our Vision
We envision a world where every thread woven by skilled hands carries the recognition, respect, and reverence it truly deserves. Our vision is to become a timeless bridge between heritage and modernity — a space where ancient South Indian weaving traditions find new life in contemporary wardrobes, and where each saree becomes a living testimony to our cultural richness.
Apourva
Founder and CEO
Apourva has been creating unique design ideas through her wide range of wallpaper designs, bringing to life the dream of setting up affordable yet aesthetic spaces for work and play. And, she has been reaping
accolades for her stupendous work, over the years. Prior to her venture into the world of home decor, Apourva spent over a decade honing her skills and expertise in the corporate sector. Armed with valuable
experience, she holds an MBA from KJ Somaiya Mumbai and has further enriched her knowledge through a course in Luxury Product Management from IIM Ahmedabad
Ashutosh Pandey
Co-founder
An MBA from IIM Calcutta and a Chemical Engineer from HBTI Kanpur, Ashutosh is the wind beneath Apourva’s Wings. He ensures stability of core processes including technology and marketing. He is the anchor, every
creative venture always needs. Ashutosh has been the CEO of Emergent Ventures (one of Asia's leading cleantech & environmental consulting firm), WithMe (a fashion app) and WindForce (a wind technology
advisory firm). He has successfully created and managed several ventures in the Cleantech and the consumer internet space).
Design Philosophy
Our design philosophy is rooted in the harmony of tradition and timelessness. We believe in honoring the authenticity of handwoven techniques while infusing each piece with a contemporary spirit. Every motif, color, and weave is thoughtfully chosen — not just to adorn, but to narrate a story of culture, identity, and emotion. We design for the modern wearer who values heritage, embraces elegance, and wears each saree as a canvas of self-expression.
Sustainability
Sustainability is woven into the very fabric of who we are. From handloom to hemline, we believe in creating with care — for the people who make our sarees, and for the planet that inspires them. Our pieces are crafted through slow, mindful processes that honor time-tested techniques, reduce waste, and support local artisans across South India.
