PANGAIA debuts in India with an eco-friendly agenda

The brand launches in India on Ajio Luxe at Mumbai’s Ajio Luxe Wkend

Fashion frequently grapples with sustainability dilemmas, posing questions that are both urgent and complex. Worldwide, astonishing volumes of garments find their ultimate fate in landfills. At the core of these environmental quandaries are the material choices: cotton, a thirsty crop demanding copious amounts of water and pesticides; and synthetic fibres such as polyester, born from fossil fuels and culpable for contributing toward microplastic pollution.

In an era where the climate crisis can no longer be ignored, imagine, then, an approach where brands confront these challenges at their very source, attempting to revolutionise our current material consumption paradigms.

At the crux of this proposition is the London- and New York-based brand, PANGAIA. The brand defines itself as a materials science company bringing breakthrough innovations through daily objects—all using natural resources. Case in point, their t-shirts are made from seaweed, jackets are made from flowers, hoodies made from spider silk. The hope—says Bhavani Khemka, co-founder, investor and head of special projects—is to alleviate “the large environmental footprint of traditional petrochemical-based materials used today.”

An environment-first approach 

After graduating from Brown University in 2019, Khemka co-founded PANGAIA with Miroslava Duma. Now, she is bringing the direct-to-consumer materials-science brand to India via AJIO Luxe. With India set to become the world’s third largest consumer market by 2027—tie that with its growing digital economy—setting up shop in the country via e-commerce is a positive step toward future planning. “There’s also the new Indian consumer that wants more than just price and quality; they’re looking for choices that are not only environmentally responsible but choices that they can consciously make and feel good about making, because buying an outfit from that brand is also a conscious investment in supporting a better, more sustainable future,” adds Khemka. 

Akshat Rajan, multi-hyphenate entrepreneur, angel investor and wellness coach, agrees that Indian shoppers are no longer just looking for good price or quality. Instead, they are conscious in their choices, with sustainability becoming an important factor. “I am obsessed with everything the brand stands for: that it's a material science company first and how it actually has the power to turn the fashion industry inside out using its technologies,” he says.

Melding science with nature’s technology 

The technologies Rajan refers to is the brand’s philosophy called  ‘High Tech Naturalism,’ or the convergence of modern-day science with nature’s technology, where science is applied to create better solutions. “We have always believed that the greatest inventor of all time is Mother Nature. Over the past 3.8 billion years, she has refined her patterns and processes for optimum efficiency,” says Khemka. “We look to nature and nature’s solutions to inspire us and help us optimise the way we use technology to solve the environmental problems we face today.”

It's this ethos that makes PANGAIA an interesting brand to have entered India. “The Indian consumer is no longer confined by borders; they are globally informed, well-travelled, and demand products that add tangible value,” says Deval Shah, Group Vice President at Reliance Brands Limited. 

“The idea was to bring the brand, and its values alive. I think the experience will really help someone discover the brand while they discover themselves, and Akiko is all about creating an ecosystem for self-discovery,” says Rajan who hosted an experience and curated seven rooms at Ajio Luxe Wkend to celebrate the brand’s entry into India. Each room aligns to the seven colours of PANGAIA—also the seven colours of the chakras. You begin in the Orange Room, where Rajan leads a breathwork session focused on introspection. Then, transition into the Celestial Blue Room, a haven for sound healing. Here, instruments inspired by the aquatic world, such as the Ocean Drum and Wave Rattles, immerse you in soothing sounds.

The experience culminates in the Cobalt Blue section, where, while a live handpan artist fills the air with melodious rhythms, you're invited to engage in the art of flower-pressing, utilising eco-friendly dyes, thereby allowing for a harmonious blend of internal and external explorations. “Guests will get to see the flowers that the puffer jackets are made of, they’ll get to see how grapes turn into leather (which they can actually eat) used to create shoes. In the Sakura Pink Room  they will churn through flower waste to find PANGAIA products,” adds Rajan. 

PANGAIA's journey is just beginning. Their existing network, a dynamic assembly of approximately 300 scientists, researchers, and laboratories, tirelessly seeks out innovations and fresh concepts in alternative materials science. This spirit of discovery and innovation also fuels their enthusiasm for collaborating with Indian artisans in the future. Khemka's eagerness to integrate Indian materials scientists into their fold is a testament to the brand's commitment to expanding its global footprint. 

This ethos of sustainability, scientific rigour, and positive planetary impact is what strikes a chord with the Indian consumer, according to Shah. The brand's approach goes beyond mere fashion; it offers a meaningful, responsible lifestyle choice that resonates deeply with those seeking a convergence of aesthetics, ethics, and innovation.

“Our vision has always been to inspire and accelerate an earth-positive future. And we hope to play a small role in redesigning an earth-positive business model, where our products are better for the planet than if they did not exist. Because nature is our biggest ally and our greatest inspiration. And the greatest challenges the world has ever faced are also its greatest opportunities,” concludes Khemka.

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