We ensure that no polyester or synthetic materials are used
Kalpraag, a brand that has steadily risen to prominence in the sustainable fashion space, is the brainchild of Mayank Jain, a visionary who sought to blend art, tradition, and eco-friendliness into affordable luxury. What started as a personal exploration of creativity has now become a widely recognised label, known for its intricate designs, sustainable practices, and emphasis on craftsmanship. In an exclusive interview with Fibre2Fashion, Mayank Jain shares the inspiration behind Kalpraag, the challenges of scaling a sustainable brand, and his vision for the future of fashion.
What was your initial inspiration behind starting Kalpraag, and how has that vision evolved since its inception?
The idea for Kalpraag was the result of identifying a gap in the market and discovering my artistic self. Designer wear is often perceived as expensive, and I wanted to offer affordable luxury by eliminating middlemen and making high-quality fashion more accessible. After 21 years in the fabric manufacturing industry, I felt a deep urge to explore something more artistic, something that could serve as a creative outlet. Kalpraag allowed me to channel my passion for art and fabrics into something tangible. Over time, my vision has expanded, but the essence remains the same, creating pieces that combine artistry with affordability.
Kalpraag emphasises sustainability in its products. Can you walk us through your process of sourcing eco-friendly materials?
At Kalpraag, sustainability is at the heart of everything we do. All our fabrics are pure—whether it is linen or silk, we ensure that no polyester or synthetic materials are used. Each fabric we select is eco-friendly, and our focus is always on ensuring that the entire process from sourcing to production is sustainable.
The designs at Kalpraag reflect a mix of traditional and contemporary aesthetics. How do you balance heritage with modern design trends?
Being an artist, this balance comes naturally to me. It is deeply ingrained. While I draw from traditional Indian crafts, I am constantly inspired by modern trends, and this fusion of the old and new is reflected in our collections. It is an organic process for us, honouring heritage while evolving with contemporary sensibilities.
How does Kalpraag differentiate itself from other eco-conscious brands in the fashion and lifestyle space?
Every design at Kalpraag has a story behind it. It is not just about aesthetics; it is about creating something that makes you feel good. We put a lot of love and care into each piece, ensuring that the art and emotion behind every design are palpable. That storytelling is a core differentiator for us.
Your products showcase a lot of intricate craftsmanship. How do you collaborate with artisans, and what role does this partnership play in your brand’s ethos?
We collaborate with many artisans across India, offering them a free platform to express their creativity. At Kalpraag, we welcome artisans who think outside the box. This collaboration not only helps keep traditional crafts alive but also allows us to push the boundaries of design. It is a vital part of our ethos—to provide space for innovation while preserving craftsmanship.
What are the biggest challenges you have faced in scaling a sustainable brand like Kalpraag, and how have you overcome them?
We have been incredibly fortunate. Since day one, our customers have shown immense love for our art. We have not faced major challenges in terms of acceptance, but scaling sustainability is always a nuanced process. We are continuously learning and adapting to ensure that we maintain our principles while growing.
Kalpraag’s collections emphasise mindful consumption. How do you educate your customers about the importance of sustainability and ethical choices?
Our customer base is quite knowledgeable and comes from diverse backgrounds, many with a deep understanding of design. The younger generation, in particular, is well-educated about sustainability and ethical fashion. While we provide transparency in the form of garment composition and production details, we have found that our customers are already quite self-aware and appreciate the importance of mindful consumption.
Could you share any particular product or collection from Kalpraag that holds a special significance to you, and why?
Our first collection, Ohas, holds a very special place in my heart. It was through this collection that we first connected with our customers and received their love. That collection was the foundation of our growth, and it remains close to me for the opportunities it opened.
How do you foresee the future of sustainable fashion in India, and where does Kalpraag fit into this evolving landscape?
As a brand rooted in fabric manufacturing, our aim is to be at the forefront of sustainable fashion in India. Unfortunately, many brands tend to prioritise commercial gain over customer value, but at Kalpraag, we place the customer first. We focus on creating value through quality and trust rather than chasing monetary goals.
What are your future plans for Kalpraag in terms of expansion, new collections, or innovative practices in sustainability?
We are excited about the future. We are looking to expand both in India and internationally. We have recently launched a new collection that experiments with heavy dupattas, shawls, and fresh silhouettes. In the future, you can expect even more quirky, innovative designs from Kalpraag. We have already opened a physical store in Delhi, and we hope to expand to other locations soon.
What trends do you see emerging in sustainable fashion, and how do you think they will shape the future of the industry?
Traditionally, designer wear has been associated primarily with women, but that is changing. Men today, especially the younger generation, are eager to experiment and express themselves through fashion. At Kalpraag, we offer a platform for men to wear meaningful outfits, not just blend into the crowd.
How do you think the fashion industry can better address the issue of textile waste and adopt circular economy principles?
The solution lies in using pure, natural fabrics and avoiding polyester or other synthetic materials. By focusing on eco-friendly, biodegradable fabrics, we can significantly reduce textile waste. At Kalpraag, we are committed to this approach.
In your view, what are the biggest obstacles for brands trying to balance profitability with sustainability in the current market?
One of the biggest challenges while catering to a customer base which wants pure fabrics and designer wear, is that they often hesitate due to cost or trust issues. Many brands lean towards commercial designs to gain market acceptance. However, we have been fortunate that by offering high-quality products we have earned the trust of our customers. Trust is the foundation, if a brand can deliver on quality, success will follow. Sometimes sourcing desired material also proves to be an issue for brands with limited capital, especially new entrants.
How important is consumer awareness in driving the demand for eco-friendly products, and how can the industry foster more responsible consumer behaviour?
Consumer awareness is crucial in driving the demand for eco-friendly products. In India, especially among the younger generation, customers are increasingly educated about sustainability and the importance of pure fabrics. At Kalpraag, we ensure transparency by providing detailed garment compositions, empowering consumers to make informed decisions. The focus needs to move from mass production to mindful consumption. By offering eco-friendly alternatives and educating the broader market, brands like Kalpraag can help drive responsible consumer behaviour and shape the future of sustainable fashion.
What role do technological innovations, such as new fabric technologies or supply chain transparency tools, play in transforming the fashion industry’s sustainability efforts?
We are always open to integrating the latest fabric technologies and innovations into our brand. Whether it is new materials or improved transparency in the supply chain, Kalpraag is a platform that welcomes these advancements. I believe that innovation and sustainability go hand-in-hand and complement each other.
