Vraj:bhoomi

About Vraj:bhoomi

Vraj:bhoomi is a sustainable craft label based in Ahmedabad, Gujarat, dedicated to reviving India’s most treasured handcraft traditions. Founded in 2013 by Bhoomi Dani, a textile designer and alumna of the National Institute of Fashion Technology, the brand was built on a singular belief: that India’s traditional crafts deserve to live beyond museums and into everyday wardrobes. Working alongside her partner Priyam Shah, who brings business acumen and a deep love for handmade art, Bhoomi has spent over a decade establishing Vraj:bhoomi as one of India’s foremost voices in ethical, craft-centred sustainable fashion.

The Ajrakh Craft at the Heart of Vraj:bhoomi

Vraj:bhoomi is a one-craft label with a single-minded devotion: the Ajrakh, a centuries-old hand block printing tradition rooted in the Kutch region of Gujarat. The craft traces its origins to the 15th century and was carried westward by the Khatri community from Sindh. Vraj:bhoomi works exclusively with a tenth-generation Khatri artisan family in Kutch, ensuring that this ancient knowledge continues to be practised authentically and with dignity.

Ajrakh involves resist-dyeing fabric with intricate geometric and floral motifs using hand-carved wooden blocks. Each piece is printed by hand in a multi-step process: the fabric is prepared, blocked with resist paste, immersed in natural dye baths, washed in the river, and dried under the open sky. No two pieces are identical, and each carries the imprint of the artisan’s hand and the landscape of Kutch.

Biodegradable Fabric and Plant Dyes

Every textile at Vraj:bhoomi is 100% cotton — sourced exclusively from the label’s own craftsmen in Kutch, never outsourced. Cotton is biodegradable, breathable, and kind to the skin. All dyeing is done exclusively with plant-based natural dyes: indigo, madder, pomegranate rind, turmeric, iron, and other botanical and mineral sources. Synthetic dyes are entirely absent from Vraj:bhoomi’s production process, eliminating the release of toxic chemicals into water bodies and soil. This makes Vraj:bhoomi’s fabrics 100% biodegradable and their production process among the lowest in carbon footprint within the Indian fashion industry.

Using Every Scrap — Fabric Waste Reduction

Vraj:bhoomi takes a deliberate approach to material waste. The team makes sincere efforts to use every trace of available fabric, designing accessories, textile jewellery, home goods such as cushion covers, and small format products specifically to consume fabric remnants that would otherwise be discarded. This fabric-scrap-utilisation practice is built into the product line rather than treated as an afterthought, making waste reduction part of the brand’s commercial model rather than a seasonal pledge.

Products — Womenswear and Beyond

The Vraj:bhoomi collection spans womenswear and lifestyle products: kurtas and co-ordinated sets, kaftans, dresses, tunics, sarees, dupattas, scarves, and stoles — all hand block printed in Ajrakh and naturally dyed. Accessories include bags, textile jewellery, bangles, and bow ties. The brand has also launched a limited menswear range and a textile wall art line, extending the reach of Ajrakh craft into home decor. Products are priced between Rs. 350 and Rs. 6,000, making handcrafted sustainable fashion accessible to a broad audience. Vraj:bhoomi garments are available across 50+ retail destinations in India — from Fort Kochi to Mumbai Airport, Bangalore, and Jaisalmer — as well as internationally in the US and UK.

Artisan Welfare and Community

Vraj:bhoomi’s commitment to sustainability extends beyond materials. The label maintains a year-round relationship with its artisans — there is no seasonal abandonment of craftspeople when fashion cycles shift. All production other than stitching happens in Kutch, keeping income within the local artisan economy. By building a commercially successful brand around a single craft, Vraj:bhoomi provides artisans with a stable livelihood and recognition that goes beyond subsistence-level craft sales.

A Contemporary Revival

Bhoomi describes the brand’s philosophy as “Contemporary Revival” — drawing traditional Ajrakh motifs into modern silhouettes that are comfortable, relaxed, and wearable every day. The goal is not to freeze craft in its historical form but to give it a living future, one garment at a time. With a growing community and a strong social presence of over 159,000 Instagram followers, Vraj:bhoomi has demonstrated that sustainable, craft-rooted fashion can build real commercial scale without compromising ethics. Vraj:bhoomi is listed on the Prakati Green Directory as a verified sustainable brand.