How Pranaya Gidwani and Mayank Daga are transforming the fashion industry with her startup – Arupa Life

Using medicinal and ayurvedic ingredients to dye, Pranaya Gidwani and Mayank Daga are promoting healthy living with their startup - Arupa Life. Let's uncover Pranaya's startup journey.


The fashion industry is a known industry that creates a lot of wastage every year under the name of “bringing new trends and products” in the market. From using water to the removal of wastes and products, the fashion industry has been criticized by many organizations like PETA and environmentalists for the harm they cause to the environment.

Brands like Louis Vuitton and Chanel are the most prominent example of this as they have very unusual thinking and practice. The luxury brands take some serious steps to maintain the exclusivity of the brand, and they do this by burning all the unsold stocks as they don’t want to sell them for lower prices. The whole world is aware of this, and this practice and many environmentalists have criticized this, but there’s no change in the policy. With market research, the idea of providing a holistic solution to people was an effort to prove to people that fashion can work well without harming the environment much.

Pranaya Gidwani was willing to bring a change in the fashion industry by providing the people with the right garment that would go beyond the fashion needs and things and be a timeless piece in a person’s life. This would help people in thinking before they decide to make any changes in their lifestyle, and it would help them to be thoughtful about the fashion they choose. Using medicinal and ayurvedic ingredients to dye, the clothes helped her to promote healthy living as well as help people to wear cleaner clothes as well, and all this was done by her startup – Arupa Life.


The beginning of a new life

Pranaya Gidwani
Pranaya Gidwani

Born and brought up in Mumbai, Pranaya has taken the city as an inspiration for her to seek new possibilities, evolve, and be an entrepreneur. Her love for fashion could be seen from the days when she was completing her undergraduate degree while working part-time jobs. She wanted to work in a field that involved fashion, art, design, and holistic living, and that when she decided to do her master’s degree in Fashion Management from ModArt.

She then worked with Vogue and Shehla Khan, and from her learnings and her skills, she launched Radical Paradox, a casual clothing brand selling across many multi-brand stores. However, she wanted to do something sustainable and significant, and she applied for courses and workshops in Ayurveda, holistic healing, and alternative therapies, and that’s how Arupa was born.


What is Arupa Life?

Co-Founder – Mayank Daga

Manufacturing apparel, yoga products, home products, and essential oils, Arupa is a multi-product brand that offers holistic workshops and events to help heal the people. The fabrics used by them are prepared in West Bengal, where the weavers use traditional ways of making fabric, which involves less water, power, and for this, they are given fair wages.

Arupa Life Collection - Madder dyed Yoga Vest and Neem dyed Pants
Arupa Life Collection – Madder dyed Yoga Vest and Neem dyed Pants

Once the weaving is done, the fabrics are sent to Coimbatore, in a small village, the dyers from the village use ayurvedic and herbal methods to dye the clothes. The colors used by them are derived from plants and herbs in the farms, and these plants are grown naturally without any chemicals. The water used for dying is drained back in the farms, which nourish the plants and herbs with the nutrients they are used to dye. For, e.g., turmeric is used for yellow, which has its benefits like better skin and general wellness of the person wearing those garments.

Arupa Life Collection - Tulsi dyed Bathing Towel
Arupa Life Collection – Tulsi dyed Bathing Towel

The merits of these herbs are trapped in the fabrics through an ayurvedic process of gumming that keeps the properties of herbs in the material. They also make oils, and the lemongrass essential oil is produced in Manipur, which is done by working with farmers who convert the plant into an essential oil that is food grade and skin-friendly. They are also planning to organize an ayurvedic workshop next month with Dr. Arun Sharma, an ayurvedic doctor from Dharamshala who will teach the basics of ayurvedic principles.


Challenges tackled by them in the outset

The initial problem faced by them was to make people understand the difference in the fabric, and the difference in colors in batches. People are always used to getting perfect shades and textures, but with awareness and more information, people are more open to accepting naturally dyed fabrics.


The first milestone of the company and its current growth

In conversation with TimesNext, Pranaya tells us that the first milestone for her was the first exhibition that she held, and the response was fabulous for the fabrics and shades. Another mainstream fashion designer loved their work, and she is planning to use their materials for her summer collection.

The company is currently learning and growing each day with every small step they are taking towards the higher goal of improving the lives of people and the environment.


Vision for Arupa Life

Pranaya started from a small studio, and she wishes to open up multiple studios across borders where people would be able to walk in and get the fabric they want or get the garments. From a range of products like herbal dyed bedding, yoga products, and a variety of home and lifestyle products. She wishes to make Arupa Life a multi-product brand that provides sustainable, conscious, and effective products.

+ posts

Vineet Chaudhary is a content writer with computer applications as his background field. His interests range from writing and photography to going out for trips and rides on weekends.

Disclaimer: The views, thoughts, and opinions expressed in the article have been curated for our audience and does not warrant a 100% accuracy. All the information mentioned in the article is subject to change according to the changing viewpoints. Feel free to reach us at [email protected] for any change or copyright issues.

Note: If you buy something via a link on this page, we might earn a small commission on it.

Vineet Chaudhary
Vineet Chaudhary
Vineet Chaudhary is a content writer with computer applications as his background field. His interests range from writing and photography to going out for trips and rides on weekends.

Leave A Reply

Please enter your comment!
Please enter your name here


related stories


Indian Market Remains Attractive to Overseas Investors

The Foreign Portfolio Investors (FPI) have purchase equities worth of 1,766 crore INR and infused 2,178 crore INR in the debt segment between 1...
gold deposit

Earn Money From Your Gold While Keeping it Safe in Banks

Indians are good at saving gold, as it is an integral part of our culture. Gold also provides financial security. It's the only property...

Drivezy to Secure 30 Million USD in Funding Round

Drivezy (1) is in talks with an undisclosed Middle East sovereign funds and Shell Ventures. As the reports suggest, the deal is in the...
PlayStation 5

PlayStation 5- Design, Specifications, and Release date

INDEX: Introduction Specifications and features of the PlayStation 5 Design of the PlayStation 5 Estimated price and Release date FAQ   Introduction: We all know that gaming...

Classplus Secures 10M USD From Alpha Wave Incubation

The Delhi NCR-based startup, Classplus have increased its valuation by 83% with the latest tranche. It is the second investment of the company in...

BBRRMM Foods, Mumbai-based Startup Gets a New Prospective

BBRRMM Foods (1), a Mumbai-based startup, is a quick response e-commerce platform for groceries and daily food essentials for people under lockdown. During the...

PharmEasy Partners with PhonePe Switch, Goes Live on App

Earlier today, PharmEasy (1), India's leading online healthcare and medical ordering app, has announced a partnership with PhonePe (2). The move will enable PhonePe...

100X.VC Unveils Its Class 02 Investments

100X.VC, a venture capital firm (1) led by serial investor Sanjay Mehta has disclosed its class 02 investments. It includes nine seed-stage startups from...