India’s textile traditions are among the richest in the world, with a legacy that spans centuries and regions. Handwoven fabrics like Jamdani, Ikat, and Maheshwari are not only known for their craftsmanship but also for the stories they carry. While fast fashion continues to dominate the global market, a new generation of designers and entrepreneurs is working to bring Indian handlooms into everyday wardrobes with modern silhouettes and thoughtful production practices. One such name making a strong mark is Modern Charkha—a sustainable fashion label founded by Surabhi Ahirkar.
The Story Behind Modern Charkha.
Surabhi Ahirkar, a practicing lawyer with a passion for Indian textiles, founded Modern Charkha to challenge the stereotype that traditional fabrics are boring or outdated. Her love for cotton, linen, and handwoven textiles began in childhood, but she was struck by how these rich materials were often dismissed in mainstream fashion for being too plain or pricey. With a clear goal of reshaping this narrative, she launched Modern Charkha around a year and a half ago. After a brief hiatus due to personal emergencies, the brand made a strong comeback in November the previous year.
Modern Charkha brings together handwoven techniques and modern silhouettes to offer stylish yet sustainable clothing. Surabhi sources her materials directly from artisans she met through her travels across India, attending sustainable fashion exhibitions and connecting with weavers from various states. Her personal involvement in material sourcing and design ensures authenticity and originality in every piece the brand creates.
Designing for the Modern Wardrobe.
Modern Charkha specializes in transforming traditional textiles into contemporary outfits like co-ord sets, dresses, and clubwear-ready styles. Surabhi believes that Indian weaves, contrary to popular belief, are timeless—not fast fashion, but enduring fashion. Through creative cuts and silhouettes, she reinvents classic weaves like Jamdani and Maheshwari, making them fit effortlessly into modern lifestyles.
Every garment begins with fabric selection and rigorous quality checks. Designs are initially drafted on paper, followed by collaborative discussions with the team. Unlike machine embroidery, the brand relies exclusively on handwork, which not only ensures uniqueness but also supports traditional artisan skills. This hands-on approach reflects the brand’s ethos of slow fashion, where every step in the process is intentional and values-driven.
Sustaining Craft and Expanding Horizons.
Sustainability at Modern Charkha is not limited to fabric sourcing—it runs across the entire supply chain. The brand avoids bulk ordering, choosing instead to work with limited quantities to reduce waste. Leftover materials are repurposed into accessories or sent to partner brands that create small utility items. Eco-friendly packaging, including reusable fabric bags and seed paper thank-you cards, reinforce the brand’s commitment to responsible fashion.
Looking ahead, Surabhi is planning to broaden the brand’s offerings beyond women’s wear. A new product range is in development, and a major collaboration with an established brand is also underway. While she keeps details under wraps for now, the expansion signals Modern Charkha’s readiness to scale while staying rooted in craft and consciousness. As more consumers lean toward ethical choices, Modern Charkha is poised to lead by example—where tradition isn’t preserved in museums, but worn proudly every day.
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