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As global fashion turns its gaze to India’s rich artisanal heritage, a new generation of young Indian brands is leading a quiet revolution — blending age-old craft traditions with modern luxury and contemporary style. These labels are doing more than just referencing heritage; they are actively preserving techniques and storytelling while elevating Indian craftsmanship to global relevance.
At the heart of this movement is a deep respect for cultural continuity and artisanal expertise. Instead of relying on trends or superficial “heritage motifs,” these brands invest in the knowledge passed down through generations of karigars (artisans) and reinterpret it for today’s fashion and lifestyle consumer.
Homegrown Brands Putting Craft at the Forefront
Among the standout labels reshaping how Indian craft is perceived in luxury fashion are:
Saundh
Bridging traditional Indian artistry with global fashion sensibilities, Saundh seamlessly blends rich prints and regional textiles with contemporary silhouettes. The brand’s collections — which range from kurtis and lehengas to Indo-fusion gowns — draw inspiration from India’s diverse craft legacy, while maintaining comfort and wearability for modern wardrobes. Its in-house development and strong distribution ecosystem help Saundh consistently deliver fresh yet familiar designs.
trueBrowns
Founded in 2019 by Udita Bansal, trueBrowns emerged from a desire to reinterpret Indian ethnic wear for the urban, global Indian. Known for lightweight, flowy silhouettes and minimal detailing, the brand uses traditional fabrics in ways that feel both nostalgic and suited to modern life. Its accessible price points and digital-first presence have helped the label resonate with style-conscious consumers across India and abroad.
Hiranya
Committed to sustainability and ethical craft revival, Hiranya works closely with weavers from Chanderi, Varanasi, Burdwan and Fulia. Each piece — from handloom sarees and scarves to anti-fit wardrobe staples — is crafted with pure linen, cotton and silk using traditional dyeing and weaving methods. By prioritising fair pricing and artisan welfare, the brand builds sustainable livelihoods while ensuring that no two handcrafted pieces are identical.
Craft, Continuity and Conscious Luxury
What sets these “craft keepers” apart is not only their creative reinterpretation of Indian textiles, but also their holistic involvement with the communities behind them. Rather than outsourcing craft for novelty, these Indian brands embed artisanship into their core identity — from design to production.
They also reflect a broader shift in consumer behaviour. Today’s customers, especially younger generations, are seeking stories, authenticity and sustainability over fleeting trends. This has led to greater appreciation for brands that offer meaningful design rooted in heritage, encouraging deeper emotional connection with each piece.
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