Tega Collective: Weaving sustainability with culture and craft | Fusion - WeRIndia

Tega Collective is a sustainable fashion startup founded in July 2022 by Niharika Elety, with a mission to centre Indigenous knowledge, ethics, and craftsmanship in modern fashion.

Rooted in South Asian traditions, the brand blends vintage streetwear aesthetics with Adivasi embroidery, handloom textiles, and natural dyes, creating garments that tell a deeper story of culture and sustainability.

The startup works closely with the Lambani Adivasi community in Ballari, Karnataka, known for their rich textile heritage and vibrant embroidery. Tega’s garment production begins in Bengaluru, where textiles are handwoven, dyed with natural colours, and semi-stitched.

These pieces are then sent to Sandur Kushala Kala Kendra, a local NGO, where Lambani artisans complete them with intricate hand embroidery.

Tega Collective’s business model reflects fairness and transparency. While most sales come from the US market, especially California, 15% of proceeds from each collection go directly back to the communities involved. Additionally, 3% of profits support Indigenous land regeneration and cultural preservation initiatives.

The brand’s standout bestseller is the Alankara Balloon Sleeve Crop Top, reflecting how traditional design can appeal to global, fashion-forward audiences.

Yet, the path hasn’t been without hurdles. During the COVID-19 pandemic, Niharika stayed connected with artisans through WhatsApp and in-person visits, keeping production alive despite delays.

Another major challenge has been cultural appropriation, with tribal designs often mass-produced without credit. Tega counters this by building direct, respectful relationships with Indigenous artisans.

To manage logistics from abroad, Niharika stores products in both Dallas and Bengaluru, enabling smooth local shipping and reducing carbon emissions.

Tega also explores sustainable fibres like Eri silk and lotus stem silk, supporting biodiversity while innovating fashion.

Niharika ensures that every piece reflects a commitment to community and climate justice.

At its core, Tega Collective is not just a fashion brand; it’s a cultural movement.

It reclaims Indigenous narratives and empowers artisans, all while creating clothing that honours both tradition and modern identity.

Image Credit: Tegacollective Website Screenshot

Image Reference: https://tegacollective.com/