Alok Dhodapkar and Isha, conceptualised an idea that is now a sustainable luxury brand in 2020, when the entire world was confined within their homes due to a pandemic.
The pair have always wanted to start their own business. However, in July 2022, after brainstorming various ideas and researching various eco-friendly materials, the duo decided to leave their flourishing careers to launch Waraq, a Gurugram-based sustainable brand that creates bags, keychains, slings, and purses from sustainable, vegan, and biodegradable materials.
There was a lot of talk about going vegan and the growing trend of cruelty-free goods at the time. However, after further investigation, they discovered that the majority of the products were made with rexine or faux leather, which is not at all sustainable. When they first started brainstorming ideas, one thing was certain: they wanted to create products that were 100% sustainable and organic. At the same time, they made certain that the products were unique and eye-catching.
‘Aim to ensure zero harm to environment’
Waraq manufactures a variety of products from sustainable materials such as coconut leather, cactus leather, orange peels, bemberg satin, and organic dyes.
“Our first collection featured coconut leather. We worked with Malai, a coconut leather manufacturer from Kerala. We then worked with cactus leather from Mexico. We turned it into handbags and slings. It’s called Gul, and it incorporates an ancient art form known as Rogan Art. A scarf collection is another one that we have. These are made of bemberg stain, which is a biodegradable fabric derived from cotton seeds,” Isha explains.
Alok and Isha have always loved looking into and experimenting with different types of alternative fabrics and materials. Another scarf collection that they came out with used fabric made out of the orange peel. It is sourced from Myanmar. It is a biodegradable alternative and cruelty-free version of silk.
The dyes used to colour the products are also plant-based and organic. The honeydew colour on sling bags, for example, comes from Catechu, an extract of Acacia trees.
Aims for zero waste and affordability
The brand’s goals are clear from the start: no waste and no mass production.
“Every new material that we use is a learning arch for us and the manufacturers. We are a small unit, but we want to avoid waste. We release small collections, gather
feedback, and then create more. All of our hard work will be total waste if we mass produce and they don’t sell,” Alok says.
“Indian customers are often attracted to our products because they are visually appealing, and sustainability is an afterthought, which is why the products are so
expensive,” says Isha.
Despite being a six-month-old player in the market, the brand has amassed a loyal customer base and is earning well. Their products are available online and in two stores in Hyderabad and Kolkata.
