Our vision is to be the global torchbearer of Indian heritage
WeaverStory is a craft-led textile brand dedicated to preserving and promoting India’s rich artisanal heritage. Founded by Nishant Malhotra, the brand was born from a poignant encounter with a Banaras weaver whose fears of a fading legacy sparked a mission to revive and elevate Indian handlooms. Today, WeaverStory works with over 1,300 weaving families across renowned craft clusters—from the poetic weaves of Bengal and the resplendent silks of Kanchipuram to the vibrant hues of Gujarat and the ethereal threads of Chanderi. Committed to purity, quality, and sustainability, the brand blends tradition with modern design, ensuring every creation carries the human signature of its maker, a story of cultural pride, and a promise of craft preservation. Speaking to Fibre2Fashion, Founder Nishant Malhotra shares the brand’s journey, its deep-rooted engagement with artisans, and its vision for the future of Indian handloom.
WeaverStory began with a conversation in Banaras—can you take us back to that moment and how it inspired the founding of the brand?
Yes, the idea of WeaverStory was born quite serendipitously during a visit to Banaras. I was speaking to an elderly weaver who shared his fear, as his family was forgoing weaving and his children would not carry the craft forward, as the rewards no longer matched the effort. That conversation stayed with me. It was heartbreaking to realise that a tradition so rich could be lost in a generation. I returned with a sense of responsibility and a vision to not just preserve but elevate Indian handloom. WeaverStory was my answer to that call. A platform that would respect the maker, the masterpiece and the conscious buyer, while reconnecting the world to India’s weaving heritage.
Our vision is to be the global torchbearer of Indian heritage, reviving centuries-old textile traditions and empowering artisans by weaving timeless stories into every handcrafted masterpiece—celebrated across generations, cultures, and continents.
WeaverStory works with over 1,300 weaving families. How do you ensure meaningful and sustained engagement with artisan communities?
Our engagement with artisans is deeply rooted in trust, transparency, and long-term commitment. We do not treat artisans as vendors; we treat them as partners. We ensure consistent work, fair pricing, and eliminate financial uncertainty. We continuously share learning from one cluster with another, provide access to new markets, and work with entire families so that the craft remains viable. Our goal has always been to build a support system where artisans thrive, not just survive, while the eco system runs without depending on only single point of contact.
How do you curate and source textiles from diverse regions like Chanderi, Gujarat, and Kanchipuram while maintaining quality and authenticity?
We work directly with master weavers and regional clusters to ensure traceability. Our curation process involves deep research, on-ground visits, and material verification. Whether it is the ek naliya weave of Chanderi or the temple borders of Kanchipuram, we stay true to each region’s identity. Every WeaverStory piece is vetted for technique, origin, and finish. This hands-on approach helps us preserve authenticity and educate our customers on the richness of Indian textiles.
How does WeaverStory ensure quality control across such a wide variety of handcrafted products and regions?
Quality is non-negotiable at WeaverStory. Our work with ODOP (One District One Product) programme of Invest India, Kosha, Silk Mark etc has helped us ensure that the quality is not compromised and serves as a proof to the end user. We have a multi-step quality control process—starting right from yarn procurement to final packaging. Our in-house teams and on-ground partners inspect each piece for weave consistency, colourfastness, finishing, and purity of materials. Any flaw, however minor, is either corrected or repurposed. Since each piece is handcrafted, some variation is expected, but we view that as character, not compromise.
Could you elaborate on your approach to reviving extinct or endangered weaving techniques, like Venkatgiri and Banarasi Baluchari?
Revival requires more than just sourcing old textiles; it means creating an entire ecosystem around them. For revivals we have chosen like-minded partners and guides, and we begin by researching historical archives, collecting antique samples, and speaking to master weavers. We then identify skilled artisans who are willing to experiment and relearn these complex techniques. Often, it takes months to re-engineer the original motifs and weaves. But when a forgotten technique finds its way back to the loom, it is worth every effort. We were fortunate that Late Shrimati Jasleen Dhamija was our guide and mentor in reviving the Banarasi Baluchari and Tata Trusts partnered in our journey with Venkatgiri.
How do you balance staying true to traditional craftsmanship while appealing to modern, global sensibilities?
That is where storytelling and design come in. We retain the integrity of traditional weaving while presenting it in a contemporary context, whether by experimenting with colour palettes, silhouettes, or styling. Our clients include brides, art collectors, and fashion connoisseurs from around the world. We ensure the product speaks their language while honouring the weaver’s hand. It is a delicate balance, but when done right, it makes heritage timeless.
Sustainability is a key pillar of WeaverStory. How do you ensure your products and operations uphold that commitment?
Our commitment to sustainability is both ecological and cultural. All our textiles are handwoven making them naturally low in carbon footprint. We avoid synthetic blends and work with pure, biodegradable materials like silk, cotton, and zari. Our packaging is largely plastic-free, and we promote mindful consumption over trends.
We also focus on authenticity and traceability, ensuring that every piece we offer can be linked back to the weaver, the region, and the process involved in its making. This transparency builds trust and reinforces the value of handcrafted work. We have a platform called Craft Tales, where we bring across weavers, researchers, scholars and buyers on the same platform and they can discuss their journey, weaves and directly connect with buyers, who on the other hand get to appreciate the craft and understand its nuances.
Additionally, we are exploring ways to promote circularity, whether by encouraging re-wear and heirloom use, offering repair services, or repurposing fabric remnants into smaller handcrafted items.
But sustainability also means preserving livelihoods and craft lineages. By investing in artisans and slow production cycles, we are preserving both planet and people.
With growing consumer awareness around sustainability, how can the artisanal fashion sector scale up while staying true to its core values of craftsmanship and slow fashion?
The key is storytelling and education. Today’s consumers want to buy better, not more. If we can show them the effort, the time, and the hands behind each product, they are willing to invest. Scaling does not have to mean compromising; it can mean creating smarter supply chains, adopting digital platforms, and building artisan-owned brands. Slow fashion can scale, it just needs to move with intention, not haste.
In what ways has collaboration with organisations like TATA Trusts’ Antaran programme impacted the communities you work with?
Collaborations with organisations like Antaran have been instrumental in helping weaving clusters, especilly Venkantgiri, build their own design and business capabilities. We have seen how strategic mentorship, when combined with market access, can transform both livelihoods and self-worth. Our joint initiatives have helped many artisans break out of exploitative supply chains and gain direct visibility. It is a collective effort where everyone benefits—the artisan, the organisation, and the craft.
How do collaborations between designers, brands, and artisans influence the future of India’s textile heritage?
Collaborations have the power to amplify. When designers and artisans work together, they challenge each other resulting in new interpretations of heritage. Brands can provide structure, access, and audience. Artisans bring authenticity and technique. Together, they create something that is rooted yet relevant. At WeaverStory, we see collaborations as a bridge between past and future keeping the tradition alive while expanding its possibilities.
What role does design innovation play in the creation of bespoke and bridal couture at WeaverStory?
Design innovation is central to our couture offerings. Bridal wear at WeaverStory goes beyond red and gold; it is a canvas where tradition meets individuality. We often co-create with brides, incorporating heirloom motifs or unique colour stories. Our design team works closely with weavers to experiment with pattern repeats, pallu designs, and border detailing. Each piece is treated like a commissioned artwork—bespoke, meaningful, and one-of-a-kind.
How can conscious consumers differentiate between genuinely handcrafted textiles and mass-produced imitations?
The first clue is in the detail. Handwoven textiles often have minor irregularities—what we call the ‘human signature’. Mass-produced textiles are too perfect, too flat. Look for selvedge finishes, feel the texture, ask about the weaving time. A genuine handcrafted piece usually comes with a story of who made it, where, and how. At WeaverStory, we make that narrative transparent because every saree or dupatta is as much about the artisan as the art.
What are some of the key factors needed to make traditional textile practices more commercially viable without compromising their authenticity?
We need a three-pronged approach: Design evolution, market linkage, and scale without standardisation. Traditional weaves must be reimagined for new-age consumers without diluting their essence. Second, artisans must be connected directly to conscious markets, where buyers appreciate the value, not just the price. And finally, we need to scale thoughtfully using technology for backend efficiency while keeping the craft process untouched.
How do you see the role of handloom and heritage crafts evolving in the global luxury fashion landscape over the next decade?
Handloom is no longer just a cultural symbol; it is becoming a conscious luxury. In an age of fast fashion fatigue, global consumers are increasingly seeking meaning, traceability, and craftsmanship. Indian weaves tick all those boxes. Over the next decade, I see heritage crafts occupying premium spaces not just in weddings and couture, but also in everyday luxury. With the right storytelling and global exposure, handloom can be India’s most powerful soft power.
What are your future goals for WeaverStory, both in terms of business growth and craft preservation?
In the coming years, we aim to expand WeaverStory’s global footprint while continuing to work at the grassroots. Alongside ensuring traceability and digitalisation, we seek to broaden our reach and enhance the customer experience. Also, we plan to work with partners to document techniques and encourage more people to adopt weaving through the WeaverStory Foundation.
On the business side, we are looking at omni-channel expansion and more experiential formats—bridal lounges, trunk shows, and workshops. But our core will remain unchanged: craft preservation, artisan dignity, and timeless design.
