In the serene Ziro Valley of Arunachal Pradesh, the Apatani tribes have long thrived, preserving their environment and culture with deep-rooted ecological wisdom. Inspired by their way of life, a brand emerged with a mission to promote indigenous crafts and sustainable living – ZIRO. This is the story of how ZIRO came to life, its challenges, and its unwavering commitment to empowering the artisans of Northeast India while embracing a modern, thoughtful business approach.
A Seed of Inspiration
ZIRO’s story begins not just in the Northeast, but in the heart of Srividya who felt a deep connection to the region even before truly knowing it. Srividya, who married into a family from Assam, was introduced to the beauty and richness of the Northeast through personal experiences. This connection grew stronger over time, particularly after a personal health setback in 2018. This life event led Srividya to re-evaluate her lifestyle, particularly her diet, and she found that the pure, chemical-free agricultural products from Assam had a therapeutic impact on her health.
This revelation was a turning point. Realizing the untapped potential of the Northeast’s agricultural produce and traditional crafts, Srividya decided to share these treasures with a broader audience. However, it was not just about selling products; it was about creating a brand that would resonate with people as a symbol of purity, tradition, and earth-positive living. Thus, ZIRO was born, named after the Apatani tribe’s homeland, embodying the same principles of conservation and simplicity.
From Vision to Reality
ZIRO’s journey began by promoting indigenous agricultural produce but soon shifted focus to handlooms, especially Eri Silk, indigenous to Assam. The decision to focus on handlooms was driven by Srividya’s realization that while Assam is rich in handloom culture, the beauty and uniqueness of its weaves remain largely unknown outside the region.
Through extensive research and multiple visits to various clusters, Srividya built relationships with artisans and weavers, most of whom work in their spare time, balancing agriculture with weaving. ZIRO collaborates with NGOs that employ around 80 women weavers and spinners, as well as with master weavers who manage additional teams of artisans. This hands-on approach ensures that ZIRO supports these communities fairly, offering consistent business and fair pricing without negotiation.
Embracing Design and Collaboration
A key aspect of ZIRO’s strategy is its collaboration with designers, both in India and abroad. Recognizing that the appreciation for handmade, natural fabrics is often well accepted among international markets, ZIRO has formed partnerships with designers who value the uniqueness and craftsmanship of Eri Silk. These designers, who cater to high-end fashion, create exclusive collections that highlight the intricate beauty of handmade fabrics. If you would like to contact Srividya to discuss business opportunities, you can email her at srividya@beingziro.in.
Collaboration with designers is not just about sales; it’s about mutual respect and understanding of the craft. The designers ZIRO works with appreciate the nuances of handmade products, from the variations in natural dyes to the labour-intensive processes that make each piece unique. This understanding allows for a creative synergy where ZIRO’s fabrics are transformed into exquisite garments that tell a story of tradition, sustainability, and artisanal skill.
Navigating Challenges in a Traditional Craft
While the journey of ZIRO has been one of learning and growth, it has not been without its challenges. On the supply side, one of the significant hurdles is convincing artisans to experiment beyond their traditional practices. Blending natural fibres or trying new dyeing techniques is often met with resistance.
On the demand side, the challenge lies in educating consumers about the value and uniqueness of these products. In a market where fast, mass-produced items dominate, explaining the reason behind the pricing of handmade, naturally dyed fabrics is an ongoing task. However, Srividya remains committed to communicating the rich stories behind each product, ensuring that consumers understand the positive impact their choices can make.
ZIRO and NICEorg
Srividya reflects, “NICEorg has been the sole platform that has unwaveringly supported entrepreneurs promoting Indian culture.” From providing professional links and industry insights to organizing events that connect like-minded individuals, NICEorg has been a supportive partner in ZIRO’s growth.
NICEorg’s support has not only helped ZIRO navigate the challenges of the cultural business landscape but has also provided opportunities for the brand to connect with other entrepreneurs and industry leaders.
Looking Ahead
As ZIRO continues to evolve, the focus remains on promoting the rich handloom traditions of Assam, particularly Eri Silk. The brand aims to increase awareness and appreciation for these unique fabrics, both within India and globally. While the path may be steady, it is one paved with purpose, ensuring that each step taken is in line with the values of sustainability, tradition, and empowerment that ZIRO holds dear.
In the near future, ZIRO plans to continue exploring new ways to blend traditional craftsmanship with contemporary design, expanding its reach while staying true to its core values. The brand is committed to taking a thoughtful, deliberate approach to growth, ensuring that every decision supports its mission to promote indigenous crafts and earth-positive living.
In a world that often prioritizes speed and scale, ZIRO stands out as a brand that values depth over breadth, quality over quantity, and above all, the well-being of the people and the planet.
