About the Founder
Aadveka may have brought about an unexpected turn in its founder’s life, but her passion for it is very much rooted in her early days. Founded in 2022, our online women’s wear clothing brand is an attempt to preserve the gradually fading Indian textile culture.
Aishwarya pursued her college education in the field of psychology. She specialized in Organizational Psychology from University of Delhi and gained knowledge about Consumer Psychology through her work experience. This was the turning point in her career, as she slowly realized that her calling was elsewhere. In 2018, Aishwarya quit her job to pursue a course in Fashion Designing from Pearl Academy, where she was an award-winning student, bagging the Best Jury’s Choice Award and the Best Academic Performer of the Year Award. Aishwarya spent the next three years upskilling herself as she studied fashion trends, researched intensively on the Indian handloom sector, and sharpened her designing skills.
She had always felt and nurtured a connection to Indian art & craft– the finesse of Indian crafts, the skill, precision, and hard work poured into it for generations amazed her. The sheer beauty of Indian textiles that boasts centuries worth of rich history fascinated her as she realized how every piece of handcrafted clothing has a story to tell. The dearth of designs in the Indian handloom sector always bothered her as she was convinced of the wide scope of handlooms in India and abroad. The major problem lay in the scarcity of modern designs when it came to the handloom sector because of which its appeal had worn out among the women of today.
Aishwarya was bothered by how her generation was fixated on international brands while ignoring the historical value of Indian craft. She knew that a change needed to be brought about in the way Indians discard the local but willingly spend lakhs of rupees on international brands. She wanted to make consumers think about what they were buying- Where were they getting it from? Who is making it? Who is benefiting from it? Where is their money going? Is it leading to any positive change in the society?
The women of modern India are industrious and paving way for themselves. The way they clothe themselves says a lot about their identity, and traditional handloom designs did not satisfy this purpose. Increasing production of duplicate products also made it more difficult, as people became less aware of the authenticity of real handwork. Aishwarya aspired to be a change-maker. So, she moved forward with a vision of reviving the Indian handloom sector by initiating a shift. She wanted to translate her love for handlooms onto the ensembles that she designed- creating silhouettes that resonated with the modern women of today.
Her answer was 'Aadveka'- an attempt to modernize the Indian textile sector and make handcrafted work relevant in today's ever evolving landscape. She interacts directly with local textile artisans and weavers to understand ground level problems and then strategically come up with design solutions. Empowering the local is the core of value of Aadveka. With Aadveka, Aishwarya’s aim is to build a business that creates an impact– a brand which resonates with responsible fashion.