Asha Gautam

A little love, a pinch of creativity, and a vision, Asha Gautam began as a concoction of these ingredients. With humble beginnings and limited resources, this label started as the passion project of Asha Gupta. With her keen eye for fashion and her affinity for Indian arts and crafts, it bloomed into what it is today. As time went on, and success came in abundance, her son, Gautam, joined her to further nurture and grow the label. The mother-son duo got thinking and brought to life the wonders of modern silhouettes with a unique Indian touch. The combined love for the traditional arts translated into work that pushed this very craft into the spotlight. Thinking beyond the boundaries of existing fashion, they travelled to remote parts of the country, to Paithan, Bhuj, Pochampally, Uppada, and more, exploring traditions that had been sucked into obscurity, looking to revive, renew and breathe new life into them. With Asha’s creativity, and her honed skill of upcycling they brought to Indian bridal fashion, these new and improved arts. Using techniques like the appliqué they stitched multiple crafts, essaying a new design story. Employing weavers and Indian craftspeople, they brought into their fold multiple new styles and textiles, wanting to push and break all boundaries. With weavers that have been a part of their label for decades and sustainable production methods like recycling and upcycling being at the core of the brand’s ideology, they want to work in ways that benefit the earth as well as their workforce. After 24 years of travel and collaborations, the brand is associated with artisans from 7 states, 15 clusters, and more than 30 Indian crafts. “We want Asha Gautam to be a powerhouse of the Indian Arts and Crafts, a centre of design excellence where even the rarest of Indian art traditions can thrive beautifully. And for that, we want to work with more than 10,000 creative artisans who can bring this vision come to life with their creativity” says Gautam