Building a handloom enterprise from Assam, with livelihoods at the core

India’s handloom and sericulture traditions are centuries old, but have struggled to hold ground against industrial textiles and fast fashion in recent decades. For many communities, especially those living near forests, traditional skills have faded as livelihoods shifted to unsustainable forest dependence. Yet, in pockets of the Northeast, entrepreneurs are re‑imagining heritage crafts not just as cultural preservation, but as engines of livelihood and social impact.

In Sualkuchi, Assam’s silk hub, Arup Baishya saw both the heritage at risk and the opportunity to re‑imagine it.

“Handloom, sericulture, dyeing—these are things people don’t really see today. But this is our heritage. And if we don’t work to preserve it, one day this heritage will disappear,” Arup says.

Raised in Sualkuchi and trained in fashion technology and textiles, he and his co‑founder began working with forest‑fringe communities to introduce weaving and sericulture as alternative skills. The aim was to reduce dependence on forests while creating steady incomes.

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Building livelihoods, preserving forests

The team set up a handloom experience centre near Deoparbil, where women could learn weaving and sericulture. Once trained, their products were linked to markets through government emporiums, the Taj Group of Hotels, and other partners.

“Because now they have an alternative skill they have learned through handloom, they are earning enough to educate their children and contribute to their households in whatever way is needed,” Baishya explains.

Today, AVA Creations works with 385 women across Assam, Arunachal Pradesh, and Meghalaya, helping them generate regular, sustainable income through heritage crafts.

Backing from Assam Startup

When the organisation incorporated in 2021, it was incubated under the Assam Startup initiative. “We received a lot of mentorship and guidance on how to manage finances, build teams, handle compliance, and make ourselves future‑ready . With their continued support, we were able to crack more incubation programs,” Baishya recalls.

The government’s support extended to promotion and logistics. “They have been with us right from day one, providing curation and promotion opportunities along with fulfilment facilities,” he says.

Within four years, AVA Creations grew from zero to a revenue of Rs 1.5 crore. Arup credits this trajectory to the strong foundation laid by Assam Startup.

Pride in Assam’s identity

Assam’s GI‑tagged products are now finding buyers across India and abroad. For Arup, that is a source of pride. “It feels like we are building something meaningful from Assam,” he says.

He believes the state is at an inflection point. “Right now, it is a very good time for startups in Assam. It has the potential to become a full‑fledged hub. Just like people say, ‘The nation rises from the East,’ similarly, startups can rise from the East too.”

AVA Creations Social Impact Foundation shows how heritage crafts can be tied to livelihoods and conservation. With government incubation, market linkages, and the determination of hundreds of women artisans Arup is building a venture that carries Assam’s traditions forward while creating new opportunities for its people.

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