ABOUT THE FOUNDER

The Brand is a brain child of Ms. Riddhi Chandrawat who is a law graduate and has 9 years of experience in social service which she wants to capitalise towards a viable brand of social entrepreneurship. 

As a responsible citizen, since 2014 she has benefited lakhs of children with free and compulsory education through RTE (Right to Education) in Private Schools of Rajasthan. By reason of her love and sensitivity towards the environment, she facilitated the creation of nine Urban Jungles consisting 7000 trees.

Now, through this brand she envisions to increase the livelihood and enhance the working experience for artisans especially women. Her vision is to make Rajasthan’s textile heritage accessible to people across the world in a sustainable way.  

1. THREAT TO ART

With an overwhelming allure towards the fast fashion, the traditional textile art which is labour-intensive, time-consuming and little pricey have lost both the interest of consumers and commercial viability. This disinterest among consumers has resulted in pushing some of the intricate ancient treasures of textile towards the verge of extinction. There are very few artisans who are currently engaged or willing to involve future generations in authentic textile art like Sanganeri Hand block printing, Bagru Printing, Bandhani, etc.

Furthermore, the consumer shift towards westernisation has diametrically changed the clothing preferences of substantial populace. Transcending the Indian cultural outfits, Indian fashion outlook has experienced a major shift towards western wear and workwear outfits.

HOW SASSY SAJJA ENVISIONS TO ADDRESS THIS?

We endeavours to build fashionable and classic pieces of clothing on the strength of traditional textile art forms thereby creating a considerable demand for traditional art forms which could support the livelihood of artisans. Our designs aim to cater the huge demand for western wear and workwear functional outfits without harming the pockets of middle class working population.  

In order to reinvigorate the declining textile art forms, we envision to conduct periodic training programmes for younger generation and unskilled interested people.

2. THREAT TO ENVIRONMENT

The carbon footprint and environment impact of fashion industry hasn’tremained a concept of theory yet assumed a horrendous observable reality. As per UN Environment Programme (UNEP), the industry is the second-biggest consumer of water and is responsible for about 10% of global carbon emissions.

The increased commercialisation and attraction towards cost-effective screen prints has spurred usage of synthetic dyes and resultant dumping in the waterbodies. This practice has severely impacted the environment while making surroundings inhospitable for human dwelling.

The usage of synthetic fabrics and distantly-sourced fabrics involves usage of fossil fuels and has a huge impact on environment. The prevalence of fast fashion has triggered the consumer behaviour of frequent and mindless consumption of clothing which end up in landfills causing disastrous impact on our environment. Fast fashion has certainly lowered the clothing cost at the rising cost on environment.

HOW SASSY SAJJA ENVISIONS TO ADDRESS THIS?

Sassy Sajja is slow fashion brand which promotes gender-inclusive fluid fashion and fashion which can be styled in varied ways to halt the consumer behaviour of frequent consumption. We endeavour to use only natural fabrics and source all our raw material and technique from local market thereby reducing the fossil fuel footprint on environment.

We use paper bags and plantable tags to reduce the usage of plastic to bare minimum in the event of necessity. To inch our brand toward the carbon neutrality, we have pledged to plant a sapling on every purchase from our brand.

Furthermore, contributing towards the circular fabric economy, we endeavour to create a collection of upcycled clothing pieces from the used, torn and waste fabric.

3. THREAT TO INTELLECTUAL PROPERTY RIGHTS

The emergence of big factories and their heightened urge to earn more profits has led to the fraudulent impersonation of screen prints  in the name of Handblock prints. This runs strikingly in contravention to the protection of  GI Tag accorded to the Art of Sanganeri Handblock printing and Bagru Handblock printing ensuing loss of livelihood for artisans and widespread defrauding of consumers.

HOW SASSY SAJJA ENVISIONS TO ADDRESS THIS?

Sassy Sajja is not just a commercial clothing brand but envisages to create a pool of knowledge which will help consumers to differentiate between different types of prints and their associated legal safeguards under Indian law. We make an irrevocable commitment to offer authenticity as per description to our consumers.

1 3