In a world dominated by fast fashion and minimal designs, one startup is bringing back the beauty of India’s vibrant indigenous art. Bengaluru-based Tega Collective, founded by Niharika Elety, is reviving the centuries-old Lambani embroidery craft by blending it with modern fashion styles.

The brand works closely with Lambani artisans from Bellary, Karnataka, helping preserve a traditional embroidery style known for its bold colours, mirror work, beads, cowrie shells, and intricate hand stitching. The craft received a GI (Geographical Indication) tag because of its cultural importance and unique identity.

What makes the initiative stand out is how traditional embroidery is being transformed into everyday fashion pieces like oversized shirts, dresses, jackets, hoodies, and trousers. Instead of limiting the craft to ethnic wear, the brand is introducing it to younger audiences through modern silhouettes and streetwear-inspired designs.

The company also focuses on sustainable fashion by using handwoven fabrics, natural dyes, and small-batch production methods. Along with promoting eco-friendly fashion, the initiative is creating employment opportunities for women artisans and helping keep indigenous craftsmanship alive for future generations.

At a time when trends change rapidly, Tega Collective is showing that traditional Indian art can still feel modern, stylish, and globally relevant.