About us – CasaGugu

Making a difference

what you buy makes a difference

Our ethical and sustainable journey started long ago with a simple desire to make a difference to the artisans of my motherland. I wanted to support the struggling artists whose craftsmanship did not reach the people who understood the art form. Having lived abroad for several years, I wanted people of different countries to see how these Paschminas were woven and weft.
Each shawl was a masterpiece, telling the story of its inception. My joy knew no bounds when I saw my friends appreciating and buying these shawls. I had always wanted to generate income for these artisans whose true worth was not appreciated. Being the spokesperson, for these artisans became a passion and slowly, but surely ‘Casagugu’ was conceived.

My faith was reaffirmed when I met my Spanish friend who was equally passionate about classy designs and cashmere. Our goal was to bring out the best weaves out of india to the bigger audience.
It was an experience of precious moments with the artisans in India, ensuring that we are creating a slow fashion label with the highest ethical practices and support for the artisans and makers.

‘We don’t wholesale’

which means less waste and more control over our eco-footprint. We want to ensure direct to consumer contact between you and us so that we can make a difference, not only to the artisans but also to the local community at large who are involved in different charities and raising money for different purposes.
We believe in growing through word-of-mouth as the best advertisement medium.

what we do is

Allowing space to artisans to create the masterpieces and not production deadlines.

The workers contact us once their pieces are ready so that they have the flexibility and the time to create these pieces well.

Fair Trade

We are proud to support the makers above and beyond and are happy to see that our work provides livelihood for our artisans and their families.

Casagugu was created from my love for the talented artisans of my country who are incredibly talented and often unrecognised for their artistic work. It was also born out of desire to enhance the traditional form of craftsmanship by a few families in India, and my fear is that we need to protect these artists through giving them work so that they can have a continued livelihood and can take care of the families.

Wadiyah

‘Wadiyah’ means valley and the reason I chose this name for my Pashmina and Semi Pashmina collection is because the beautiful valley of Kashmir with green pastures and flowers all over has become the ground for war. The common people suffer as normal livelihood has been affected and life has become all about survival. Kashmir produces some of the finest had crafted pashminas and semi pashminas. The youth of Kashmir spend hours to weave and embroider the exquisite shawls and stoles. But sadly because of the turmoil, the artisans cannot sell their products to the outside world. My attempt over the years has been to support and promote their fine work so that the world outside can drape the beautiful shawls and stoles and admire and appreciate the fine work done in the valleys. So, my goal is to send part of the profits to the region to educate the children who are unable to afford it.