Conceived and founded by Prachi Saraf, VYUSTI is India’s newest sustainable fashion brand for a cause, offering a unique curation of traditional Indian handloom apparel and accessories.
Working closely with various craft clusters across India, Vyusti creates a space that enables these handloom artisans to be endowed with prosperity through their artistic expertise.
Speaking exclusively with PeakLife, Prachi Saraf, Founder, Vyusti shares her experiences and much more.
What was the whole idea behind Vyusti and how did the idea for your business come about?
During the pandemic, I saw the conditions of the weavers in the country and really wanted to help them out, and hence created Vyusti to make sure they were still employed and got all the benefits they deserve through Vyusti Trust.
Vyusti is a fashion brand of handwoven products made by artisans residing in rural parts of India. Our products include pure handwoven cotton and silk sarees and dupattas as well as shawls made of pure handwoven cotton and wool. The idea is to promote the beautiful yet forgotten weaves of India. At Vyusti, we wish to incorporate the values of pure homegrown sustainability by Mahatma Gandhi and that of an Atmanirbhar Bharat laid by Shri Narendra Modi.
Vyusti creates a space that enables these handloom artisans to be endowed with prosperity through their artistic expertise. A space that enables them to dream and achieve those dreams without having to measure its scale. The skill, precision, and flair with which the weavers weave to create intricate patterns and designs are extraordinary. All our products are luxury heirloom pieces that are completely sustainable. The value of sustainable fashion is that it showcases much-needed compassion for humanity as well as the environment.
The goal is to provide independence, growth, and prosperity to the craftsmen that work with proficiency to create these rich and exquisite pieces. Vyusti was started with the intent to support local artisans by creating a platform to showcase and sell their products. The creators should reap the benefits of the sale value of their work. This gives them the opportunity to not only be self-sufficient but also upscale their lives.
How did you come up with the name for your company?
Vyusti means independence, growth, and prosperity in Devnagiri Sanskrit. Through Vyusti I wish to provide them with the ability to grow their skills, develop entrepreneurship, and also provide them with all the benefits they are entitled to.
Staying true to the brand name we also launchedVyusti Trust, an initiative created by my team and me to provide the likes of such skilled artisans with benefits that they are entitled to, yet not given – the kind of benefits that are usually taken for granted by the common man. Vyusti Trust makes sure to look after the healthcare of the weavers and their immediate families, giving them access to proper medical care.
They also look after the education for the weavers’ children who have aspirations of studying and making their mark in the world as businessmen, doctors, etc. but have rarely got the opportunity to pursue these aspirations.
In addition, Vyusti Trust provides several other such benefits which help provide a better future and enhance the lives of such skilled artisans for generations to come. The idea is to give back to a community that has been working tirelessly and selflessly for generations without expecting very much in return and to makes sure that in the years to come, the life they lead, is one out of choice and not helplessness.
How do you see role of textile sector post pandemic?
The textile or the garment sector has seen at a slight decline due to the effects of the pandemic in the international sector. Whereas at the same time, local Indian brands have been appreciated and also gained the recognition that had not received through all the years. Thus I see a very bright future for a brand like mine and for the overall sector.
Could you tell us about the culture in your organisation and how did you establish it?
Being from garment manufacture and export house, we have everything related to the fashion industry in-house. A family-run business, Major Exports Ltd., and all our subsidiary companies are under the direct leadership of my father, Mr. Anil Saraf, the Chairperson. All other managerial decisions are run by me, Prachi Saraf, CEO.
We aim at providing harmony and wish to provide creative independence to everyone here in any of our companies.
What was the key factors to become an entrepreneur?
Determination, focus, and willingness to learn and evolve at every step of the way. Understanding and communicating with fellow workers and customers is one the most key factors.
Moreover, the handloom sector is one of the largest undefined economic trades after agriculture and incorporates an essential part of rural and semi-rural employment. In 5 years from now, I want my brand to be associated with all weavers and help them grow and hence I started my entrepreneurship journey.
This sector holds an advantageous position as it requires capital intensive, minimal use of power, is eco-friendly, can adapt to market requirements, etc. I lost 5 weavers due to covid and their living conditions. Handloom weaving is chiefly suburbanized and the weavers are mainly from the vulnerable and weaker sections of the society, who work for their livelihood and also contribute to the production in the textile sector. I want to help them grow.
If you had to suggest 5 must read books during the pandemic, what would they be?
Sadly I do not read but can recommend a lot of content to binge-watch. My current favourite includes the Peaky Blinders and Lucifer.
What key activities would you recommend entrepreneurs to invest their time in?
Listen to your employees
Remain up to date with trends
Listen to your customers. They share the most important information
Do more things to feel human and connected to nature, avoid being robotic
Any advice you would give for our budding entrepreneurs?
Focus on work, nothing comes easily. There is a lot of struggle involved in any work, but do not forget yourself. Take that Sunday as a much-deserved holiday and do what makes you happy. That inner happiness is what eventually reflects on your work too.
