Akriti Verma and Bhavya Jhunjhunwala, founders of Kanpur-based sustainable fashion startup SewMuchBetter, launched their bootstrapped brand in 2025 with just ₹30,000–₹40,000, creating handcrafted zero-waste apparel worn by celebrities like Madhuri Dixit while empowering local artisans.
The Fast-Fashion Dilemma and a Shared Vision
The Indian textile and apparel sector is an economic powerhouse, yet its explosive growth has brought severe environmental consequences. Mass production of cheap synthetic fabrics like polyester, excessive chemical dyeing, and short garment lifecycles contribute to enormous landfill waste and water pollution.
Appalled by the environmental footprint of fast fashion, college best friends Akriti Verma, who completed an MBA in Sustainability Management from TERI School of Advanced Studies and Bhavya Jhunjhunwala who earned a Master’s in Textile Sustainability and Innovation from the UK, decided to intervene. Rather than taking conventional corporate roles, they resolved to launch a homegrown fashion brand that proved elegance and sustainability could coexist.
Building SewMuchBetter on a Bootstrapped Budget
In early 2025, the duo officially co-founded SewMuchBetter with a modest, self-funded capital of just ₹30,000 to ₹40,000. To keep overhead costs low, Bhavya repurposed her family’s old house in Kanpur into a production studio and workshop.
From the outset, their goal was to construct a completely circular, eco-conscious supply chain. Instead of synthetic textiles, SewMuchBetter prioritizes natural, biodegradable materials like pure silk, mul cotton, cotton-silk blends, and Chanderi. Crucially, they adopted Bemberg satin, a silky, breathable fabric manufactured from cotton linter, a cellulosic byproduct of cotton processing that would otherwise be discarded as industrial waste.
Innovation in Zero-Waste Craftsmanship
What sets SewMuchBetter apart is its commitment to zero-waste production methods. The team treats fabrics naturally using alum (fitkari) or myrobalan (harad) for color fixing. Instead of synthetic chemical dyes that are generally used, they collect discarded marigold flowers and leaves from local temples and streets, placing them on fabric and steaming them to create intricate, organic eco-prints. The spent organic matter is subsequently composted to nourish garden soil.
Furthermore, fabric scraps generated during garment cutting are collected and upcycled into cloth tote bags for product packaging or turned into handcrafted fabric jewelry. To replace single-use plastic wrapping, the brand utilizes biodegradable sheets made from cornstarch. Every piece is handcrafted by a team of female artisans and freelancers in Kanpur who receive fair wages, flexible working hours, and a supportive work environment.
From Local Workshop to National Acclaim
Despite operating as a slow-fashion brand where a single handcrafted scarf takes up to seven days to complete, SewMuchBetter has expanded its catalog to over 100 SKUs. Their collection features eco-printed Chanderi shirts, short kurtis, mul cotton scarves, handcrafted embroidery sarees, and upcycled accessories.
Selling directly through their D2C website and social media channels, the brand has delivered hundreds of orders across India. Their exquisite designs gained national prominence when legendary Bollywood actress Madhuri Dixit wore one of their handcrafted sarees. Generating approximately ₹5 lakh in annual revenue, the startup stands as a testament to practical, impact-driven entrepreneurship.
The Logical Indian’s Perspective
The journey of Akriti Verma and Bhavya Jhunjhunwala illustrates how innovative thinking can turn environmental challenges into viable, ethical business opportunities. By embedding zero-waste principles into every stage of production, from sourcing agricultural waste to upcycling fabric scraps, SewMuchBetter challenges the unsustainable norms of fast fashion. Supporting such homegrown, artisan-led enterprises is vital for building a circular economy that honors both traditional Indian craft and ecological preservation.
How can Indian urban consumers be encouraged to transition from fast fashion to ethical, slow-fashion brands that support local artisan livelihoods?
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