Prakruthi Rao and Akshara Mehta, co-founders of Juhu Beach Studio (JBS), have turned their passion for design into a mission to turn scraps of textile waste into quirky, handcrafted products. With an all-women team and a matter-of-fact commitment to responsible production practices, they are rewriting the relationship between style and sustainability.
Both graduates of NID Ahmedabad, Prakruthi and Akshara had always shared a creative bond. After graduation, they worked on different things but eventually found themselves back in Mumbai — the country’s second-largest textile hub.
“We always knew that we wanted to work with waste,” Prakruthi tells The Better India.
A commitment to sustainability
From the get-go, sustainability is woven into every aspect of their production process. They exclusively use textile waste, both pre-consumer and post-consumer, sourcing materials from industrial areas and manufacturing units across Mumbai. They also collect discarded textiles imported from other countries, ensuring their products are crafted from materials that would otherwise go to waste.
The duo employs a variety of handwork techniques, including embroidery and applique, with most items created either by hand or with sewing machines. This focus on handcrafting was a deliberate choice from the beginning, they share.
Both founders have backgrounds steeped in craft practices like weaving and dyeing, enabling them to explore a range of techniques that align with their brand’s ethos. They quickly discovered that this hands-on approach not only creates beautiful products but also fosters a deeper connection to the materials and the stories behind them.
Building a supportive workspace
Creating a safe and empowering environment for their team, along with a focus on sustainability, was non-negotiable. Today, they employ an all-female team of around 10 women, all trained in handwork by the studio.
Prakruthi says, “When we started this brand we were very keen on having an all-women team. Because the traditional workplace has not been designed to take into account all the other things a woman is expected to do in her home. We designed this workspace to accommodate that.”
Anjali Patil, who’s been working at the studio for the past two years shares that working at the studio is like being a part of a community. “They trained us in handwork techniques. And the studio is not like other places. I have problems with my legs, so I require a lot of leeway but it’s never an issue here. We all laugh and joke constantly. It’s a lovely environment to work in.”
At Juhu Beach Studio, the search for textile waste is a year-round endeavour. They actively source small scraps — often just a few inches in size — from manufacturing units, along with larger pieces discarded due to dyeing errors or tears. This material hunt directly influences their design process, as each collection is crafted around the fabrics they gather.
While this approach comes with certain limitations, embracing these challenges is central to their work, making the craft of upcycling a rewarding aspect of their mission.
From concept to collections
The idea was born in 2019, leading to their first collection of only 60 hats in 2020, made entirely from upholstery swatches — that sold out quickly! The following year, they introduced a limited run of 100 sling bags.
By 2023, they put out their largest collection yet, featuring 1,500 unique pieces made entirely from textile waste. “The first two baby collections were a proof of concept for us, whether it is even possible to make these kinds of products with waste, to see if people are interested, and if there’s a market for it. And we got good indications from there. However, the last collection was proof of concept of whether this works as a business,” says Prakruthi.
Noting that it’s a fast fashion market where everything has a certain life span, JBS wanted to make something out of textile waste that not only looks different but also gives pieces an extended life span.
“We wanted our products to be designed in such a way that someone who cares about sustainability finds something that they like. But even if you don’t care about that, you’d still want to buy the product. That way it furthers our mission regardless of what someone’s intent is,” says Prakruthi, adding, “Even though we are making products out of chindi (waste), we wanted the stuff to look very polished.”
However, the problem with waste is you can make products from it but it’s difficult to make a sustainable, scalable business out of it. Since one can’t make a large quantity of pieces with just scraps, the traditional way people do this business doesn’t apply.
“The purpose of this business was to basically establish textile waste as a viable raw material for a big enterprise. We have kind of figured out how to go about that. Moving forward, it’ll be good for a lot of up-and-coming businesses, as it will show that it is actually possible to use just waste to grow a business,” she adds.
Speaking of the future, Prakruthi and Akshara plan on expanding into the lifestyle accessories segment; everything but garments. “The garment market is quite saturated. People are already buying a lot of clothes all the time. But we feel like you don’t actually need to buy a whole bunch of clothes to have a new look. We wanted to add one special singular thing to an otherwise normal outfit, something that instantly makes it more interesting — that is our intention,” shares Prakruthi.
Cultivating a culture of upcycling
By choosing textile waste as its medium, Juhu Beach Studio inherently meets its personal criteria for sustainability and longevity in design. It envisions products as timeless items that can be cherished and used over the years.
“You don’t need a lot of stuff to express yourself,” says Prakruthi.
Through their interactive workshops where they teach people to work with their hands, they aim to shift perceptions of upcycling and using second-hand. “We want to create a culture where you reuse materials, cherish objects, and fix them again and again, because there’s something precious about them. Just because something’s been discarded or damaged, it does not mean that it’s useless,” remarks Prakruthi.
Edited by Pranita Bhat; All images courtesy Juhu Beach Studio
