Adiv Pure Nature, founded by Rupa Trivedi, is a seven-year-old social venture based in Mumbai. Its aim is to propagate the use of natural dyes on textiles thereby creating a sustainable, green fashion supply chain.
Adiv prides itself on using natural dyes derived from plants and medicinal herbs. It endeavors to contribute to the conservation of nature by adopting the waste recycling method and uses recyclable flowers from temples, coconut husks, and other such materials and convert it into natural dyes. The force behind the organisation are the hand-dyers themselves—a small group self-taught, talented youngsters who come from challenging backgrounds in the city.
As part of the organisation’s environmental friendly ethos, it works only with natural fabrics. It also aims to create synergies with other segments of the industry through creative tie-ups with handloom weavers and block printers across India.
Adiv products have been much appreciated by the fashion industry in India and abroad and we count Narendra Kumar, Priyadarshini Rao, East India Co. in India and Laura Seigal (Canada), Johanna Riplinger (France), Globus (Switzerland) and Free People, Anthropologie (USA) among our esteemed clients.
The Saha Astitva Project: As part of its outreach program, Adiv is extending the scope of its activities through a pilot project with the marginal farmers supported by Saha Astitva.
Through providing seeds and know-how to these farmers, Adiv is looking to propagate the cultivation of marigold and other flowers specifically for the purpose of dyeing.