JODHPUR, RAJASTHAN — From a single table under the open sky to the prestigious halls of IIM Ahmedabad, Earthloom is no longer just a startup—it is a movement. Today, Earthloom Lifestyle Pvt Ltd announces a major milestone in its journey, evolving from a grassroots initiative into a nationally recognized powerhouse of sustainable luxury and textile innovation.

National Recognition and Institutional Excellence

The brand’s commitment to redefining Rajasthan’s craft landscape has recently earned it the highest levels of institutional acclaim. Earthloom was honored with the Best Category Award for Innovation in Textiles at Rising Rajasthan, where the founders received a growth grant presented by the Hon’ble Chief Minister of Rajasthan, Shri Bhajan Lal Sharma.

Further solidifying its place in the elite entrepreneurial ecosystem, Earthloom was selected as one of the Top 8 Startups at the IIM Ahmedabad (IIMA) Cohort. This academic and strategic validation is mirrored by the personal felicitation of co-founder Jyotima Mutha by the Deputy Chief Minister of Rajasthan, Smt. Diya Kumari, for her leadership in sustainable entrepreneurship.

A Journey of Grit: From Basements to Global Borders

Founded by the husband-and-wife duo Ashwani and Jyotima Mutha, Earthloom’s soul was forged in the “dust of a loom room”. After leaving corporate roles at giants like Getty Images, Snapdeal, and TCS, the founders moved back to Jodhpur to rebuild. Their early days involved traveling by bus and staying in dharamshalas to meet over 5,000 artisans across Bengal, Bihar, and Rajasthan, ensuring transparent pricing and cultural dignity for the 100+ master craftspeople they work with today.

Innovation Beyond “Greenwashing”

Earthloom has replaced “marketing buzzwords” with genuine scientific innovation:

  • Organic Breakthroughs: The brand discovered and adopted Gwar Ghum (a Rajasthan crop waste) to create organic glue.
  • True Plant-Based Luxury: Moving away from plastic-based “vegan leather,” Earthloom uses certified plant-based leather with official government documentation.
  • Unmatched Durability: With a 0% return rate and products guaranteed to survive over 100 washes, Earthloom has earned the trust of the Indian Army, Indian Railways, and Indian Oil.
  • Academic Leadership: Ashwani Mutha now serves as a Guest Faculty and Jury Member at NIFT, bridging the gap between ancient handblock wisdom and the next generation of designers.

The Earthloom catalogue is as diverse as it is eco-conscious, featuring:

  • Handblock: Including bags, duffles, tote bags, backpacks, table covers, etc.
  • Rug: Diverse uses, from laptop bags to interior decorations like wall hangings, hand-blog rugs, etc.
  • Appliqué: An array of bedsheets, table runners, and even cell phone slings.
  • Jute: Exclusively crafted for the packing industry, focusing on B2C solutions.

New Launch: India’s First Artisanal Jacket Collection

As Earthloom scales, it is proud to announce its entry into the wearable fashion space with India’s first Artisanal Jacket brand. Crafted from premium knitted cotton, the collection is designed for Men, Women, and Kids. This unique line offers a versatile aesthetic—ranging from minimal, everyday sophistication to celebrative designs rooted in Indian art. Engineered for extreme comfort (especially for children) and styled as classic art-wear, these jackets represent a new chapter in Earthloom’s mission to make heritage crafts a part of modern daily life.

The Inflection Point: Open for Global Growth

With a profitable model rooted in operational frugality and a 10-trademark portfolio, Earthloom is now at a strategic inflection point. Having already reached customers in London, Germany, Canada, and the USA, the brand is preparing for a full-scale digital and international leap.

Earthloom is now officially open for:

  • Equity Funding & Strategic Investment: To scale D2C operations and international exports.
  • Corporate & Institutional Orders: Custom sustainable solutions for organizations worldwide.
  • Collaborations: With conscious retailers and global marketplaces.

“We have proven that a brand from a tier-3 city like Jodhpur can set world-class standards,” say the founders. “Now, we are looking for partners who believe that heritage and sustainability are the ultimate forms of luxury.