Boito was born from a personal quest of Richa Maheshwari, an ERP (Enterprise Resource Planning) professional. Life was alright but something was amiss. She quit her job and explored rural Odisha, where she was born.
She connected with tribal weavers across Malkangiri, Koraput, Barpalli and Nuapatna. These are quiet hubs of exquisite craftsmanship but seldom celebrated.
She realised the artisans there needed a sustainable platform to preserve their heritage. They deserved a dignified livelihood. Boito was born.
A New Take on Swadeshi
Similar discoveries, sparked by quiet reflection or singular a-ha moments, led to the creation of some other Swadeshi brands in India’s USD 115 billion fashion market. Arjun Singh and Animesh Mishra noticed an absence of desi-flavour sneakers in the market. That inspired them to launch Gully Labs, which brings Kantha embroidery to kicks.
Terra Luna India takes pride in working with the Khadi & Villages Industries Commission (KVIC) and manufacturing natural, sustainable garments that are certified by the Global Organic Textiles Standard (GOTS).
Iro Iro, Paher, Kokun and Padhmah are some other independent brands committed to sustainability and nurturing traditional skills and the artisan ecosystem. India’s ethical fashion market, worth an estimated USD 272 million, is expected to grow to USD1600 million by 2033.
Slow Fashion, Community First
Instead of pushing seasonal drops, many of these brands follow a cycle-wise launch model, collaborating directly with artisans to decide what to make, in what form, and at what pace.
There are avoiding power looms, mass production, and creative compromises.
Going Global, Staying Local
Boito debuted at Baro Market in Mumbai in 2023. The next stop is Xtant 2025 in Spain, its first international showing.
The brand is now preparing for heritage shows where garments will be accompanied by stories and live weaving demonstrations by the artisans themselves.
Boito and similar-minded labels are showing how brands build emotional resonance by doing the right thing – which is empowering communities, honouring craft, and celebrating Indianness.