In a global fashion landscape dominated by luxury labels, a quiet shift is emerging from the villages of Odisha — one that is redefining what luxury can look like.

At its centre is a coat. Not just a garment, but a canvas of stories. Trees, birds, and deities come alive through intricate weaves, carrying with them the cultural memory of Odisha’s tribal communities.

For years, these textiles remained largely unseen beyond their regions of origin, even as global brands thrived on scale and visibility. That contrast became impossible to ignore for Richa Maheshwari.

After 17 years in the corporate world, a visit to Odisha changed her perspective. What she encountered were master artisans with exceptional skill, working with techniques refined over generations — yet struggling to sustain themselves in a fast-fashion economy.

The challenge was clear: the........

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