About the Founder
From Psychology to Purpose
Aadveka may have marked an unexpected turn in Aishwarya’s journey, but the passion behind it traces back to her roots. Founded in 2022, Aadveka is more than a women’s wear label—it is a thoughtful attempt to preserve the timeless charm of India’s fading textile traditions.
Aishwarya pursued her academic path in Psychology, specializing in Organizational Psychology at the University of Delhi. Her early career introduced her to the world of consumer psychology, but over time, she realized that her true calling lay elsewhere—at the intersection of design, culture, and purpose.
The Turning Point
In 2018, she took a leap of faith and quit her job to follow her passion for fashion. She enrolled at Pearl Academy, where she emerged as an award-winning student, receiving both the Best Jury’s Choice Award and the Best Academic Performer of the Year. Over the next three years, she immersed herself in understanding fashion trends, researching the Indian handloom industry, and refining her design sensibilities.
Her fascination with Indian craftsmanship only deepened. She was drawn to the precision, legacy, and storytelling woven into every handcrafted textile. But she also noticed a growing disconnect—the handloom sector, though rich in history, lacked modern design innovation. This made it difficult for traditional textiles to resonate with today’s women, despite their immense cultural significance.
A Vision for Conscious Fashion
Aishwarya felt a strong need to challenge the norm. She was disheartened by how easily her generation gravitated toward international labels, often overlooking India’s own textile heritage. To her, fashion should invite reflection. Who is making my clothes? Where is my money going? What story am I wearing? She believed that the modern Indian woman—bold, ambitious, and evolving—deserved clothing that echoed her values and aspirations.
How Aadveka Took Shape
With this vision in mind, Aishwarya gradually began shaping what would become Aadveka—a brand deeply rooted in Indian tradition and thoughtfully crafted for the modern woman. She started working directly with weavers and artisans, listening to their stories, understanding their challenges, and co-creating designs that felt both meaningful and wearable.
At its core, Aadveka stands for fashion with depth. It honours heritage, supports local talent, and creates pieces that carry a story. For Aishwarya, Aadveka is not just a brand—it is a reflection of everything she believes in: beauty, responsibility, and the timeless artistry of Indian textiles.