09 September, 2022
There was a time when Anjana Arjun had researched and put in place so many ways to be sustainable when it came to food and fashion, everyone around her thought she was going nuts! It was then only natural that when the young lady decided to start her own fashion label, it would have the idea of sustainability at its core. Sarjaa, the South India-based e-commerce brand, uses fruit- and plant-based leathers as eco-friendly alternatives. Starting with a line of versatile handbags, the brand will later expand to other verticals.
A gap in the fashion segment when it comes to ethically sourced materials led the fashion and art enthusiast to explore sustainable alternatives. Each plant-based handbag is handcrafted using fruit leathers such as apple skin—a first in India—pineapple and cactus leather, ethically sourced silks and cottons, recyclable aluminium and prints from local artists, which are used for the inner lining of the bags.
The daughter of South film star Arjun Sarja, Anjana, too, could have opted for a career in showbiz but an inclination towards art and fashion led her to pursue a course in fashion media and industries at LASALLE College of the Arts, Singapore. “I loved the curation, business and design part of it. That’s where I excelled practically and academically,” she recalls. Following a course in fashion marketing at Parsons School of Design, New York, she worked with brands such as Proenza Schouler and Eli Tahari in the United States. We caught up with the 26-year-old entrepreneur at the launch of her label in Hyderabad to get more insights into the one-of-a-kind brand.
Daughter of South film star Arjun Sarja, Anjana Arjun's new brand Sarjaa uses fruit- and plant-based leathers as eco-friendly alternatives
When I returned to Chennai, I wanted to work in fashion and was looking for a good marketing job here. Unfortunately, those opportunities were not coming my way. I thought this might be a good time to start something on my own. A lot of people advised me against it as they felt that one needs more experience in the design field as well as running a business. I completely agree with them, and while it is not easy, I felt confident because I have done projects and worked with a few companies. I thought I had a good understanding of the fashion world and felt pretty confident to start off.
Fashion is the third-most polluting industry. I wanted to do something which would not harm nature in any way. I saw a gap in the market when it comes to sustainable fashion. There were brands using jute and linen and were really minimal but I wasn’t finding products that were stylish yet sustainable. I wanted to be that person who fills that gap.
I was brainstorming with my sister and being a bag addict, she told me to start off with them. That thought kept lingering in my head. I am passionate about fashion and trend-based research, and that’s how I ended up making bags with fruit-based leather. I definitely want to expand my product category and build a sustainable and trustworthy community. Later, I want to venture into clothing and furniture as well. There will also be accessories such as wallets and belts for men.
Starting with a line of versatile handbags, the brand will later expand to other verticals
"There were brands using jute and linen and were really minimal but I wasn’t finding products that were stylish yet sustainable. I wanted to be that person who fills that gap," says Arjun
When I was in school, I came across the use of pineapple leather as a sustainable material during my research. A lot of my projects back then were sustainably inclined, so I was aware of such materials. They might not always be easy to source but I do have a plan in mind, as newer materials keep coming up. Currently, I source materials from the United States and Europe, and a few from within India as well.
There are so many young labels in India doing good work in the field. Doodlage is a great sustainable fashion brand. Some of the small companies are doing really creative work with recycling and upcycling clothes. We also want to try and do the same but we’re set on a more premium range because of the cost involved in making the product. All our products are handmade and made in small batches as opposed to mass-producing them.
“THERE WERE BRANDS USING JUTE AND LINEN AND WERE REALLY MINIMAL BUT I WASN’T FINDING PRODUCTS THAT WERE STYLISH YET SUSTAINABLE. I WANTED TO BE THAT PERSON WHO FILLS THAT GAP.”Anjana Arjun
Each plant-based handbag is handcrafted using fruit leathers such as apple skin—a first in India—pineapple and cactus leather, ethically sourced silks and cottons
Prints from local artists are used for the inner lining of the bags
When I was working, I would always carry a tote bag with me in order to fit in everything from a laptop to a water bottle to other essentials. If not for work, then I am the complete opposite. I usually go with mini handbags because they look cute and chic. In our collection, we have at least three mini bags–two medium-sized ones and a tote.