How it all began
Pravaah was founded in 2021 by Surbhi Agarwal, who grew up in Rishikesh at the foothills of the Himalayas. After completing her education in India and earning a Master’s degree in Experience, Design and Management from SDA Bocconi in Milan, Surbhi was exposed to the realities behind the global luxury and fashion industries. Witnessing the environmental damage and ethical compromises that often go unseen led her to deeply question modern consumption and its hidden costs.
What began as a personal shift towards mindful living soon evolved into a larger purpose. Through extensive research, Surbhi discovered the potential of natural materials such as hemp and traditional craft practices rooted in India. With this foundation, Pravaah was born as a brand that brings together sustainability, transparency and thoughtful design while remaining accessible and grounded in local communities.
Why we exist
Pravaah exists to encourage conscious consumerism by offering products that are kinder to people, the environment and everyday living. We believe that sustainability should not be intimidating or exclusive but honest, practical and deeply human. Our work is guided by mindfulness of how products are made, who makes them and the long term impact they leave behind.
At the heart of Pravaah is a commitment to dignified livelihoods. In the last three years, our operations have generated over 100,000 hours of meaningful local employment, particularly for women artisans in Uttarakhand. We collaborate closely with grassroots organisations and community institutions to ensure that our growth supports wellbeing, skill development and economic independence.
The people of Pravaah
Pravaah is built by an all women operations and office team based entirely in Rishikesh. Alongside them, we work exclusively with artisans, collectives and small businesses, choosing partnerships where our work can create direct and meaningful impact. Every collaboration is intentional, rooted in fairness, respect and long term livelihood creation. By keeping our ecosystem close knit and community led, we ensure that growth at Pravaah translates into real opportunities for the people and places we are deeply connected to.