Imagine a startup that not only creates stunning clothing but also transforms the way people think about fashion in India. Meet The Loom Art, a Jaipur-based brand founded in 2017 by Aarushi Kilawat. This brand is all about slow fashion and sustainability. Instead of making clothes quickly and cheaply, The Loom Art focuses on creating beautiful, long-lasting garments using traditional Indian crafts and eco-friendly materials.

Genesis of The Loom Art

The idea for The Loom Art came from Aarushi’s experience working as an assistant designer, where she felt a lack of transparency and authenticity in the use of Indian craft techniques in the fashion industry. She wanted to create something meaningful, something like clothes that tell stories, last a long time, and support the people who make them.

Aarushi had a simple vision right form the start: revive old, dying craft techniques and give local artisans a platform to showcase their talent. Her vision came from a believe that handmade clothes, created with care and emotion, are more valuable than mass-produced items. She chose to work with crafts like Kantha and Sujini, which have rich histories and are known for their storytelling through embroidery.

Sales Channels and Reach

• Domestic Sales: The Loom Art’s products are available on its own website and popular Indian fashion marketplaces such as Aza Fashions, Pernia’s Pop-up Shop, Ogaan, Tata Cliq, and Nykaa. It is also stocked in high-end multi-brand stores like Pernia’s Pop-up Shop and Ogaan in India.
• International Sales: The brand exports around 10% of its revenue, with collections available through retailers like Ounass in the UAE, Omi Na-Na in the UK, Rue Saint Paul and The Klazet in the US, and Ammarah Collective in Canada.
• Retail Model: The Loom Art sells to retailers on both Sale or Return (SOR) and wholesale bases, allowing flexibility and wider distribution.
• Pop-ups and Events: The brand actively participates in pop-up stores and fashion events, which help boost sales and brand visibility.

Financial Performance

The Loom Art reached its break-even point in 2020, three years after its launch. Currently, it generates monthly sales of around Rs 10-12 lakh, with spikes during events or pop-ups. The company started with a loan of Rs 25 lakh from Bank of Baroda under a women entrepreneur scheme and took another loan in 2020 to scale operations.

Expansion Plans

The brand is expanding its product line, including launching a jewelry collection made from brass and silver with 22-karat gold plating, and collaborating on a line of perfumes and body mists.

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