Bali Escape Inspires Couple’s Rs 18 Lakh Monthly Fashion Venture

CHANDIGARH — What began as a 2017 holiday to Bali has evolved into a thriving entrepreneurial success for former corporate engineers Mohit Ahluwalia and Jagjyot Kaur. The couple, who spent over a decade in traditional corporate sectors, transitioned into the textile industry by co-founding Raamae, a sustainable fashion brand that now generates up to Rs 18 lakh in monthly revenue.

The venture, established in 2019, focuses on preserving the ancient craft of hand-block printing. By bridging the gap between traditional artisan techniques from Rajasthan and contemporary consumer demand, the founders have successfully scaled their operation from an initial investment of Rs 4 lakh to a business that serves customers across India and international markets, including the UAE and the United States.

Bridging the Gap Between Craft and Commerce

During their time in Bali, the founders observed a profound respect for artisanal goods and a high degree of transparency in how these products were marketed to consumers. Inspired by this model, they returned to India with a mission to replicate that appreciation for the work of local artisans. According to the founders, they identified a disconnect: while block-printed fabrics were highly valued abroad, they were often undervalued and under-promoted within the domestic Indian market.

The couple initiated their entry into the sector by attending workshops in Jaipur to understand the technicalities of hand-block printing. They eventually partnered with artisans in Sanganer and Jaipur, prioritizing non-toxic, eco-friendly materials such as natural dyes derived from turmeric, indigo, and rusted iron, rather than synthetic alternatives.

Scaling Sustainable Fashion for Modern Needs

The business model adopted by the couple centers on "finding joy in the chaos"—the inspiration behind the brand name, which is derived from a Balinese term. By focusing on a direct-to-consumer approach, Raamae has successfully marketed roughly 60 types of products, ranging from cushion covers and quilts to infant wear and upcycled tote bags.

According to reports from The Better India, the brand now processes approximately 400 orders per month. This growth has provided a stable livelihood for a dozen artisans in Rajasthan. Rajesh Kumawat, an artisan collaborating with the brand, noted that the pivot toward contemporary products has helped improve daily earnings for craftsmen, who had previously faced declining demand for traditional art forms.

Why It Matters

The success of this sustainable fashion brand demonstrates the potential for small-scale, artisan-led businesses to compete in the modern retail landscape. By integrating traditional craftsmanship with contemporary design trends, the founders have created a scalable model that promotes environmental sustainability and fair wages. For the textile industry, this highlights a shifting consumer preference toward transparency and the preservation of heritage crafts.

Key Facts at a Glance

• Revenue Milestone: The brand, Raamae, generates up to Rs 18 lakh in monthly revenue.

• Artisan Impact: The company provides consistent work for a dozen artisans in Jaipur and Sanganer.

• Product Diversity: The brand offers 60 product types, including home decor, bags, and apparel.

• Sustainability: Production utilizes non-toxic, azo-free dyes and traditional wooden block techniques.

• Market Reach: Sales span domestic cities across India as well as international customers in the US and UAE.

FAQ

What inspired the transition to the fashion industry? The founders were inspired by the transparency and appreciation for artisanal products they witnessed during a 2017 trip to Bali.

How does the company ensure sustainability? Raamae uses eco-friendly, azo-free natural dyes and supports fair-trade practices for artisans in Rajasthan.

What is the significance of the brand name? "Raamae" is derived from a Balinese word that signifies "finding joy in the chaos," reflecting the founders' philosophy on entrepreneurship.

How many artisans currently work with the brand? The brand currently collaborates with a dozen skilled artisans located in the Sanganer and Jaipur regions.

Source: The Better India, Indian Culture (Government of India)