When Parveen Ekori story was published in ‘India Today Times,’ the Founder was humbled by the honour. In her own words, her journey has been about more than fashion—it’s about reviving heritage, empowering artisans, and weaving trust into every thread.
From Looms to Leadership: A Journey Rooted in Heritage
From the looms of West Bengal to the heart of India’s conscious fashion movement, Parveen emerges as a trailblazer redefining how tradition meets modernity. Raised in a family steeped in handloom heritage and shaped by a childhood of travel—thanks to her father’s service in the Indian Army—Parveen cultivated an early appreciation for India’s cultural and natural diversity. “I grew up in a family deeply rooted in handloom traditions in North 24 Parganas, West Bengal,’ she shares.
A Corporate Leap Toward Conscious Fashion
After earning her MBA and stepping into the corporate world, she felt a deeper calling: to breathe new life into India’s weaving traditions while pushing the boundaries of sustainable fashion. “Inspired by my heritage, I left the corporate world to start Ekori, blending traditional weaves with sustainable, modern fashion that empowers artisans and preserves cultural craftsmanship for future generations.”
Ekori: Where Purity Meets Purpose
At the helm of Ekori—a brand rooted in the essence of purity and untouched authenticity—Parveen has championed the revival of classic weaves like mulmul cotton and linen, soon expanding to matka silk infused with Resham. While introducing sustainable materials to traditional artisans was no easy feat, her collaborative spirit and unwavering belief in purpose-driven fashion gradually sparked a transformation.
Overcoming Resistance, Inspiring Change
Along with her team, Parveen launched Ekori a year ago. “And it’s been incredibly encouraging to see the recognition we’ve received in such a short time. Our guiding philosophy has always been rooted in authenticity—honouring traditional craftsmanship, promoting sustainability, and creating timeless pieces that tell a story. We believe that when you build with purpose and stay true to your values, success follows naturally,” she states.
Staying True in a Trend-Driven World
In a continuously evolving business landscape, to remain adaptable and ahead of industry trends by providing innovative solutions to their clients, Parveen says, “We achieve it by believing in sustainability—staying true to nature and our customers.” Instead of chasing fleeting trends, Ekori focuses on authenticity and purpose. This approach not only keeps it grounded but also ensures that its business remains timeless, relevant, and resilient in a constantly evolving market.
Leading with Collaboration and Compassion
Often recognized as an inspirational force behind the fashion brand’s swift success, Parveen’s leadership approach is rooted in collaboration and empowerment. “We work closely with artisans from small villages, supporting them and their families by preserving their craft,’ she shares. At the same time, she engages the younger generation in marketing and operations, bringing fresh ideas and energy. This blend of tradition and innovation creates a strong, balanced team that drives their shared vision forward.
Blending Craftsmanship with Contemporary Flair
The essence of the industry lies in bringing innovation and advancements to the niche one is working in. To strike a balance between customer expectations and user experience, Parveen says they stay true to their roots while focusing on quality and craftsmanship. At the same time, they introduce modern designs that resonate with today’s customers, ensuring both authenticity and a fresh, enjoyable user experience.
Tech-Forward, Tradition-Fueled
In the realm of business, technology plays a pivotal role in enhancing efficiency. “Tech is at the heart of our business,” ensures Parveen. As a D2C brand, Ekori leverages advanced technologies to create the right customer experience and continuously enhance every step of the customer journey, ensuring convenience, personalization, and seamless interaction in the digital age.
Empowering the Hands Behind the Weave
As the cornerstone of Ekori’s success, the main workforce is a talented team of artisans from remote villages. To foster a culture of growth, skill development, and empowerment among her employees, she focuses on preserving their craft, ensuring they receive fair pay, and supporting the improvement of their families’ livelihoods. “Empowering them through skill development and respect is at the core of our culture,” she insists.
Rising Through Resilience
When asked about the challenges, Parveen remains as honest as she was before the brand’s success. “As a new company, we’ve only just begun our journey and have a long way to go. While we haven’t faced major challenges yet, we’re building a strong foundation with resilience and ingenuity, ready to overcome whatever comes our way as we grow.”
A Saree Revolution with Sneakers and Soul
Today, Ekori isn’t just a brand—it’s a movement. The brand’s almost nonexistent return rate and loyal customer base are testaments to its quality and ethos. Under Parveen’s vision, the saree is no longer just a symbol of heritage—it’s a statement of comfort, power, and style. Think sneakers, sunglasses, and drapes that flow as freely as the women who wear them.
Words to Dreamers: Action Is the Real Courage
Businesses are a way to advance the Indian economy. To achieve it, Parveen’s advice to aspiring entrepreneurs is simple: don’t be scared to dream. The real fear should be dreaming but not taking action. Embrace failures as valuable lessons—they’re stepping stones. Keep learning and pushing forward, and success will surely follow.
Vision 2025: Sustainable Fashion, Cultural Legacy
Looking ahead, Parveen’s vision is to continue championing sustainable, artisanal fashion that honours our environment and supports future generations. “We aspire to lead by example in India’s business landscape—proving that success and sustainability can go hand in hand while preserving our rich cultural heritage,” she concludes.
A Movement in Motion
Fiercely committed to combating fast fashion’s excesses, Parveen is empowering artisans and elevating India’s handloom legacy on global platforms. With vibrant Instagram reels capturing the soul of her collections and a community that continues to grow, Parveen is not just one to watch—she’s one shaping the future of fashion with every thread she weaves.