The Spark Behind a Saree Revolution
When Apurvi Dias sat down to watch a documentary one evening, she didn’t expect it would change her life. The film, detailing the Rana Plaza collapse in Bangladesh—a tragedy that killed over a thousand garment workers—was more than just harrowing. For Apurvi, it was a wake-up call.
“I was a typical consumer until I joined Levi’s,” Apurvi reflects. “That’s where I first learned about ethical sourcing and sustainability—things the brand quietly practiced without much noise. But the Rana Plaza documentary made me rethink everything. I couldn’t go back to living the same way.”
That single moment planted the seed for what would eventually become Ushvii, a handcrafted saree brand rooted in culture, ethics, and sustainability. Today, as Founder of Hella Brands Pvt. Ltd. and Founder of Ushvii, Apurvi is on a mission to bring India’s rich textile traditions back to the spotlight—and back into everyday wardrobes.
A Journey Woven in Fashion and Purpose
Apurvi’s career is a masterclass in retail evolution. With over two decades of experience in offline and online fashion retail, she’s worked with industry giants like Myntra Jabong, Paytm Mall, Levi Strauss & Co., and Aditya Birla Fashion & Retail.
From managing stores to leading fashion and lifestyle categories as an Associate Vice President, she’s seen every side of the industry. But beneath all the data, P&L sheets, and marketing strategies, Apurvi’s heart beats for something more enduring—India’s textile heritage.
“Growing up, I saw my mother stitch new clothes from old sarees, and my grandmother passed down garments that lasted for decades. They lived sustainably before it was a buzzword.”
This personal legacy laid the foundation for Ushvii—a brand that celebrates timeless Indian craftsmanship while reimagining it for the conscious modern woman.
The Problem with Fast Fashion; And the Power of Cultural Revival
India is home to over 16,000 saree brands, yet very few center the artisan in their narrative. Many mass-produce machine-made textiles, misleadingly labeled as “handcrafted.” Apurvi saw a gap—not just in product quality but in cultural storytelling.
“In trying to keep up with trends, we’re letting go of our heritage. At Ushvii, we don’t just sell sarees—we share the stories behind them. The stories of the people who make them.”
Each Ushvii saree is handcrafted by skilled artisans across India—from delicate Shibori techniques in Rajasthan to intricate Jamdani handloom in Venkatagiri. And their commitment runs deep:
“We don’t negotiate with artisans unless it’s truly necessary—and that’s very rare. Fair compensation is non-negotiable for us. It’s about respect.”
Standing Out in a Crowded Fashion Market
Despite her experience, launching Ushvii brought its own set of challenges. In an oversaturated fashion landscape, differentiation requires more than great design—it demands authenticity and grit.
“Getting product-market fit right is hard. Awareness is even harder,” Apurvi admits. “But we believe in meaningful storytelling.”
Ushvii tackles this challenge by slowing down. Instead of chasing trends, they revive one regional art form at a time—honoring the artisan’s pace and educating the consumer.
“We’re a zariya, a medium, between the artisan and the modern woman. We’re here to prove that heritage crafts can be bold, contemporary, and incredibly stylish.”
Beyond Metrics: A Deeper Definition of Success
For Apurvi, success isn’t about influencer collabs or funding rounds—it’s about impact.
“One of the most meaningful turning points wasn’t a sales spike or viral post. It was realizing that our goal isn’t just to sell sarees—it’s to spark a generational shift.”
That shift? Where young Indians embrace sarees not as outdated relics, but as powerful symbols of identity and purpose.
She’s already witnessing it: brides opting for handlooms over designer wear, millennials styling sarees with sneakers, and artisans calling back with hope—asking when the next order will come.
The Road Ahead: From Saree Label to Cultural Movement
What’s next for Ushvii?
In the next five years, Apurvi envisions Ushvii as a global ambassador of Indian craftsmanship, offering an end-to-end experience—from saree selection to custom blouse stitching, personal styling, and even virtual try-ons.
“We already offer pico and fall services, but we’re building more. Curated blouses, styling advice—maybe even AR try-ons. The idea is to make heritage easy, wearable, and aspirational.”
But her vision goes deeper than convenience. Apurvi wants Ushvii to be a cultural platform—a place where endangered crafts are revived and documented, and where artisans can thrive without abandoning their roots.
Apurvi’s Advice to Aspiring Entrepreneurs
Apurvi’s journey offers timeless lessons for purpose-driven founders:
1. Let your values lead.
Ushvii wasn’t born from a business plan, but from a personal awakening.
2. Profit and purpose are not mutually exclusive.
Fair pricing and ethical sourcing are central to Ushvii’s model.
3. Culture is your secret weapon.
In a world craving novelty, heritage can be your boldest innovation.
Final Threads: Why Ushvii Matters Now
In an age where algorithms dictate style and fast fashion moves at warp speed, Ushvii is a radical alternative—slow, soulful, and rooted in purpose.
“At the heart of it, we want women to feel something again when they dress. Not just look good—but feel proud.”
Whether you’re a saree enthusiast, a mindful shopper, or an aspiring entrepreneur, Apurvi’s journey proves that building a brand is more than selling products—it’s about preserving stories.
Connect with Apurvi and Ushvii
Explore India’s textile legacy—one handcrafted saree at a time:
🔗 Website: ushvii.com
🔗 LinkedIn: Apurvi Dias
📸 Instagram – Brand: @ushvii.com_
📸 Instagram – Founder: @apurvidias
