Rupa Trivedi, Founder of Adiv Pure Nature, calls herself a non-traditional urban artisan. The Mumbai-based entrepreneur started Adiv as a small experimental unit in 2006, which now manufactures and supplies , artisanal, hand, natural-dye textiles, apparel, and lifestyle products globally. Rupa Trivedi Trivedi was content managing an engineering business she started with her husband in 1981 until 2005-06, when her daughter got married, and the thought of taking a new direction in life filled her days.
She wanted to do something with nature and began visiting exhibitions that offered her glimpses into grassroots-level artists. “They were so rural and beautiful in their representation of their art. I thought the first best stop to work with art would be to work with these who are the truest representatives of nature.
That’s how my journey with artisans began,” she tells Trivedi explored and tried to understand different forms of art—basket weaving and blending essential oils. She also met weavers from Kutch to understand how they worked with fabric. All this helped her to consolidate her thoughts better.
Along this discovery path, she also met Maneka Gandhi (former minister and environmentalist) who introduced her to Eri silk (or Ahimsa silk). She also connected her to different weavers working with traditional fabrics. “I now knew I wanted to work with natural fabric.
And the best way to do it was with natural dyes. I started speaking with weavers and experimenting,�.