Hailing from a family of weavers with deep-rooted ties to Chanderi’s storied handloom heritage, Archana Jaju’s journey into textile artistry was a natural progression. Immersed in the world of intricate weaves and craftsmanship from a tender age, Archana developed a profound appreciation for the rich traditions of Indian handlooms. This legacy, combined with her keen design sensibility, led her to establish her eponymous label— one that seamlessly bridges the past and present.
| “A key pillar of our brand is Kalamkari, a storytelling art form that speaks deeply to me. We have reimagined it with intricate hand-painting and embroidery techniques, infusing modern themes into this centuries-old craft while preserving its traditional essence.” |
“The foundation of Archana Jaju label is deeply personal— it stems from my family’s history as one of the earliest weavers of Chanderi. Over the years, my exposure to various design methodologies and creative processes led me to establish my own label. The brand is built on the philosophy of honouring India’s rich textile heritage while evolving it for a contemporary audience,” Designer Archana Jaju told Apparel Resources in an exclusive interview.
PRODUCT ASSORTMENT, PRICING AND TARGET CLIENTELE
The label’s offerings span four primary categories – Pretwear introduces contemporary silhouettes such as oversized shirts, co-ord sets, kaftans and jumpsuits, starting at Rs.38,000, Ethnicwear celebrates timeless craftsmanship with intricately designed sarees, lehengas, kurtas, blouses, dupattas and jackets, priced onwards of Rs.60,000. The Menswear line features a refined mix of traditional and modern silhouettes, staying true to the brand’s artisanal ethos, while the Accessories line adds the finishing touch with a range of handcrafted potli bags and statement pieces that perfectly complement the label’s apparel.
Catering to a discerning clientele aged between 35 to 55, Archana Jaju’s designs appeal to individuals who value fine craftsmanship and meaningful, slow fashion. With a flagship store in Hyderabad and a presence at premier multi-designer boutiques such as Ogaan across India, the brand ensures accessibility through pan-India shipping via its website and Instagram.
“A key pillar of our brand is Kalamkari, a storytelling art form that speaks deeply to me. We have reimagined it with intricate hand-painting and embroidery techniques, infusing modern themes into this centuries-old craft while preserving its traditional essence,” said Archana.
Archana Jaju operates on a drop-based model, prioritising timeless, heirloom-worthy pieces over seasonal trends. Each collection is thoughtfully story-driven, inspired by personal experiences, nature and cultural narratives.
MATERIALS, MANUFACTURING AND SOURCING
Founded in 1996, the brand operates as a close-knit community of artisans, designers and craftspeople, following a hands-on approach where every stage of production is meticulously executed in-house at its Hyderabad facility.
In an effort to uplift and sustain Indian handloom traditions, Archana Jaju rejects the ideology of outsourcing from external vendors and instead collaborates directly with skilled artisans from various craft clusters across India. These include Kalamkari from Sri Kalahasti, Bandhani from Kutch, Lucknowi Chikankari from Lucknow, Parsi Gara Embroidery from Bengal, Khadi Weaving fromSrikakulam, Venkatagiri, Kanjeevaram Silk from Chennai and Banarasi Weaving from Varanasi.
This hands-on approach ensures that every piece carries the authenticity and soul of the region it originates from.
| Our USP is our craft— every piece tells a story, making it unique in a market saturated with mass-produced fashion. We preserve authenticity, champion sustainability and ensure exclusivity, which naturally distinguishes us in the industry. Archana Jaju |
Shedding light on the various kinds of materials the label incorporates within its collections, Archana said, “We primarily use natural handloom fabrics, including silks, organza, cotton and khadi. These materials are custom-woven by skilled weavers from textile clusters across Chanderi, Varanasi, Andhra Pradesh, Kota and more.”
Additionally, sustainability lies at the core of Archana Jaju’s brand philosophy. The company is dedicated to empowering artisans by ensuring fair wages and ethical working conditions, using natural fabrics and dyes to minimise environmental impact alongside producing in small batches to prevent overproduction and reduce waste.
“Our approach to accessibility lies in customisation and personalisation, allowing clients to invest in handcrafted pieces that are uniquely theirs,” explained Archana.
AR: What, according to you, is driving consumption in fashion categories in the Indian market?
AJ: Exclusivity and craftsmanship. Today’s consumers seek pieces that are meaningful and carry an artisanal touch, making handcrafted, slow fashion highly desirable.
AR: What are the upcoming trends in silhouettes, prints and techniques as per you in the womenswear category and the menswear category?
AJ: In womenswear, the demand for fluid silhouettes with intricate embellishments is growing. We anticipate an increased preference for lightweight luxury, where comfort meets grandeur, while in menswear – structured yet relaxed silhouettes with a focus on handcrafted detailing are becoming prominent. The use of subtle embroidery and textural layering will define the next wave of luxury menswear.
AR: What is your personal vision for the future of Archana Jaju – the brand and the impact you aspire to make within the realm of fashion and apparel, particularly in the context of India’s fashion landscape?
AJ: We are excited about expanding into international markets such as Europe and the Middle East and venturing into home furnishings, bringing our artistry to a broader audience. At its core, our vision remains the same— to honour, preserve and innovate India’s rich textile legacy while inspiring conscious consumption.
