Report

Sustainability aspects of a brand- I was a sari

By Aditya Mehta

Working at an NGO in Mumbai, Italian designer Stefano Funari observed that the NGO was funded
well but was not able to sustain it. This economical instability of the NGO worked as seed to open a
venture that would help the NGO and eventually the women associated with it. This venture took
shape in the form of a private limited company that runs a brand called I was a sari.

I was a Sari is a slow and sustainable fashion and accessories label based out of Mumbai. The label
upcycles India’s most favourite textile- Saris and turns them into various lifestyle products. The Sari
and upcycling are the core pillars of this brand. Hence, the name I was a sari came into existence.

Each Sari that goes through this metamorphosis has a story to tell; of how it got re-invented, and
how the women re-inventing it went through their own transformational journey of empowerment
and financial independence.
Sustainable practices:
I am a sari was built on an idea of creating avenues for economical sustainability of an NGO and
hence it has been following all the steps that leads towards a sustainable brand. The brand is majorly
involved in empowering women and giving them employment; eventually trying to empower children
of these women. The label has collaborated with two NGOs CORP- community Outreach program
and ACT- Andheri Charity Trust. Here the collaboration is not just limited to provide vocational
training to the women associated with these NGOs but also providing work after the training period is
over.
The brand also looks into the economical aspects of sustainability. The brand is child of a public listed
company, where the dividend to the investors is only given in equals to the investment. All the
interests and other form of profits are used to maintain and expand the brand, by which eventually
they sustain the economy of all the employees.
In this report I will emphasise on the Environmental aspects of the sustainability.

Environmental sustainability:
I was a Sari deals with all three pillars of sustainability. While the initial idea of the brand was being
developed, the raw material had to be selected. The founders of this brand wanted the women
associated with it have some connection with the materials. As these women came from traditional
mumbaikar background, Sari, the most beloved textile of this subcontinent was selected as the
material to be worked with.
The label uses pre owned and loved saris and by upcycling them creates new products. The entire
process starts with procurement of these saris from local markets like ‘Chor bazaar’ and ‘Crawford
market’. Once these saris are brought to the working studio based in Wadala, a quality check is done.
Saris are segregated based on colours and farics. These saris are washed and looked for any defects.
Saris with defects are used to make small products like hair bands, pouches and necklaces. The good
stock is used to make scarves, stoles, bags and nightwear.
By upcycling the pre owned saris; the brand incorporates the recycling aspects of sustainability. The
core idea becomes expanding the life cycle of the fabric by reusing it and creating different products.
The effect of these products is that the fabric which was discarded by their owner is being used again
and the time of getting into landfill is delayed.

The brand also deals with the remains or ‘Chindi’ fabrics left out after using it for making products.
These Chindi fabrics are donated to another NGO called Gunj. Gunj works with chindi fabrics
procured from fashion labels and apparel manufacturers and makes low- cost, eco friendly sanitary
pads. By this collaboration, I was a Sari achieves their zero waste policy.
The brand continues to collaborate with other labels working with the similar core values and interest.
For example, I was a Sari has collaborated with a bag making label named 959. This label makes bags
out of safety belts and other sustainable materials. A capsule collection is launched in collaboration of
these two brands.
While speaking about the environmental sustainability, the invisible materials for this brand are
electricity, fuel, water etc. The unit is set up in a commercial complex- Wadala Udhyog Bhawan. By
doing this the brand has managed to cut down cost on construction and other aspects. The work palce
is utilized well. The space is designed in a way that it functions well.
Throughout the work process, fuel as an invisible material is used at most. The work flow is such
where the pre-own saris are brought to the studio in Wadala. After the quality check and other
processes all these fabrics are sent to the production units situated in Andheri, Dharavi, Thane and
Jogeshwari. All the employed women visit these units as per their schedule. The finished garment is
then sent back to the studio in wadala where packaging is done.
The target markets of this brand are the US, Europe and some domestic retail stores. Most of their
products are exported to these foreign countries. And that adds on to the consumption of fuel. In
domestic market stores are located in places like Artisans Mumbai, Delhi, Kolkata and Pondicherry
etc.
Another invisible material is water which is used during the initial stage of the process. It is used to
wash the saris procured from the markets and make them reusable. For the collaboration with label
959, safety belts are also washed in the design studio.
In conclusion, the brand I was a Sari works on a triple bottom line of sustainablility, Social,
economical and Environment. The brand tries to find balance among these three and expand its reach.
The label is well received and encouraged by leading global brands like Gucci. I was a sari continues
to collaborate and achieve their sustainability goals.