Dharma Originals is a women-owned brand that makes sustainable, stylish bags designed to be simple and inclusive with sustainability as the core founding principle.
The brand is dedicated to creating sustainable, inclusive bags and accessories that are simple and user-friendly. The brand’s journey began with a mission to uplift urban women by enhancing the quality of the people involved and the products created. By merging creativity and a passion for fashion with a steadfast commitment to empowerment, the brand catalyses meaningful change through its thoughtfully designed product range.
Charu Sachdev, Co-Founder, Dharma Originals, discusses the brand’s mission to empower urban women through sustainable fashion, its diverse product range, commitment to ethical practices, and future strategies for growth in the accessories market.
Excerpts from the chat…
Briefly introduce your company, how and when it started to how it is structured at present.
At Dharma Originals, our journey began with a profound realisation of our inherent calling to serve others by leveraging our unique talents and gifts. We firmly believe that by amalgamating our creativity and passion for fashion with a steadfast commitment to empowering urban women, we can catalyse meaningful change in society.
Aligned with four United Nations Sustainable Development Goals – Ending Poverty, Providing Quality Education, Gender Equality/Empowerment of Women, and Responsible Consumption and Production we are dedicated to fostering a more equitable and sustainable future. We recognise that entrepreneurs and businesses have a pivotal role to play in driving prosperity and opportunities for the most vulnerable communities worldwide, and we are committed to utilising our creativity, resourcefulness, and execution to effect positive change.
So far, Dharma Originals has been received very well by its customers. We are optimistic about the future of the brand and the difference it can create through ethical sourcing.
What are the different types of accessories that you offer?
Dharma Originals offers a diverse array of bags and accessories, drawing inspiration from global trends to meet a multitude of needs and occasions. Our collection includes bags for travel, day-to-day use, work, parties, and gym, along with accessories including hats and keychains. We display an unwavering commitment to luxury design, exceptional quality, and unparalleled customer experience and meticulously craft each item to elevate the consumer’s style and enhance their everyday adventures.
How do you blend innovation and functionality while designing and manufacturing accessories?
The bags from Dharma Originals strike a great balance between style and functionality. Their spacious design renders them versatile for daily use, and ideal for stashing essentials such as wallets, phones, keys, and more. Beyond their visual appeal, these bags are renowned for their practicality wherein decorative features like drawstring closures ensure convenient access to belongings while maintaining security.
What are some of the latest accessories/innovations you have introduced in the market?
Our collection of bags is designed to be gender-neutral and timeless. While our core designs remain classic, we continuously refresh our offerings by introducing new styles and colourways that reflect current trends. This approach allows us to stay attuned to the evolving preferences of our customers and the fashion landscape.
Which is your most successful product/collection to date?
All our bags have performed exceptionally well. The Sun-J large weekender is a favourite among avid travellers, while gym-goers appreciate the Baba Bowler bag and the Hans duffle bag. The Ria bucket bag is beloved by women, alongside the Sun J nano handbag, the Madrid crossbody, the Bruno baguette bag, and the Suku Moon bag. Additionally, the Aki laptop backpack is popular with all audiences.
How do you track market trends to align your product to market demand and what are your most successful marketing strategies?
We align our product with market demand through a combination of research, data analysis, monitoring social media channels and gathering feedback to gain insight into customer behaviour. Market trends may change rapidly, so it is important to adapt the products and strategies based on emerging trends and industry developments. Additionally, digital marketing and word of mouth are our chosen strategies for marketing.
How do you ensure sustainability while producing your product and what steps are taken for responsible disposal and recycling?
At Dharma Originals, we prioritise sustainability by crafting our bags from 100% organic cotton, canvas or jute, dyed with organic colours to minimise environmental impact. Additionally, our in-house block-printed linings feature organic dyes. We ensure the highest quality hardware by using OKEO-TEX Standard Y2K zippers, further enhancing the durability and eco-friendliness of our products.
Furthermore, we are also trying to manufacture as and when we receive an order to reduce wastage as much as possible.
Are you primarily an online or offline brand? Tell us about your expansion strategy. How many stores do you plan to open in the next year?
Dharma Originals is an online-first brand and we are very focused on our online growth at present. Currently, we are working to grow within India and have plans to expand our business within the country.
What does the accessories market look like in 2024 – what is the forecast for this segment?
As consumer awareness and environmental concerns continue to rise, the demand for sustainable accessories made from eco-friendly materials and produced through ethical manufacturing processes is also likely to grow.
