Vritti Pasricha is the founder of Vritti Designs, an Indian company manufacturing organic and eco friendly clothing and non textile items using local artisans and environmentally friendly processes.
What motivated you to set up Vritti Designs?
I am a graduate in textile design and post graduate in product merchandising management. I have worked with international brands like Levi’s, Shahi Exports, Aditya Birla Group, Triumph and Amante. While working for fashion brands I realised that in making a single garment so many chemicals are used in each process which is harmful for environment as well as for the people who are involved in each step of making the garment.
I decided to do my part by bringing organic and ethical practices into the industry by starting Vritti Designs.
Vritti Designs brings the beauty of traditional art from India; using the earth to clothe the world. Our scope of products is comprised of organic and eco friendly clothing and non textile items handmade by skillful artists using age old traditional methods. We adhere to using only natural, organic and eco friendly raw materials because it is important to us that we act as an environmentally friendly organisation. We focus on creating a bond between rural vintage and urban glamour.
How do you help local weavers and artisans?
Our aim is to support and encourage local artists who are extremely talented but cannot find reasonable value for their product that will enable their basic survival, particularly woman in rural India. We aim to give them the platform to showcase their talent which is much appreciated throughout the world.
Our goal is to encourage the healthy and organic living which is fading from our society day by day.
We support and encourage local and extremely talented artists by endorsing their products and artifacts, which takes people back to the goodness and simplicity of organic living that is embedded in the roots of India. While going back to nature is becoming a trend, we are working towards bringing rural India back to its complete glory. Apart from being very healthy and people friendly, the organic trend has also revived the livelihood of millions of farmers and craftsmen who were a treasure buried beneath the depths of modernisation.
How do you help local women specifically?
We work with different women’s groups, each one has a different skill set, primarily women trained in making handcrafted quilts and hand embroidery. These women get a sense of accomplishment and empowerment from their work and we aim to give women the wings of independence.
Are your products certified organic and how do you monitor production?
Most of our product range is certified but not all products because we work with rural artisans across India so it is difficult to get certification for everything. We have a team of people who check product quality at each stage. Each finished product is checked by quality control managers at the end of the process and I myself carry out random checks for reassurance.
We hope to promote the message that less is more and simple is beautiful.
We regularly visit every site used along the production process, from the start growing cotton to finishing the fabric. We do regular testing of our products to make sure that there are no toxic chemicals present at any stage of the process from farm to fabric.
What are the benefits of your organisation to the community and the environment?
The fabric of organic clothing has a pure source, free from any kind of pesticides or chemical fertilisers and since it is free from all harmful chemicals it doesn’t cause any allergies or respiratory problems. It is tender and nurturing and helps skin breathe. Not only do these measures safeguard the health of the person who wears our clothes, they also benefit the farmers by protecting them from coming into contact with harmful chemical fertilisers and pesticides used in conventional farming. Organic farming helps keep our environment chemical and toxin free. It helps to reduce the carbon footprint and combat climate change.
How do you hope to change the future of textiles?
Fashion and textiles is the second most polluting sector in the world. Now more and more brands are trying to use organic and eco friendly fabrics in their collections to cause less environmental harm. By promoting handloom fabric we hope to sustain old weaving traditions which stop the migration of young generations to other industries in the hope of earning money.
We believe in social, cultural and environmental sustainability.
The organic wave has engulfed the environment into its protection. While, people are looking for peace and prosperity anywhere and everywhere, we are delivering them by promoting the simplicity and elegance of organic products.