Bellary artisans go global as techie’s startup reimagines Lambani embroidery

Bengaluru: A tech professional turned entrepreneur is bringing South India’s GI-tagged Lambani embroidery to new markets by blending traditional craft with contemporary design. Niharika Elety’s Bengaluru-based startup, Tega Collective, works directly with artisans from Adivasi communities in Bellary, Karnataka.

The collective uses native fabrics and natural dyes, with each piece hand-embroidered by Lambani women. Lambani embroidery received a Geographical Indication tag for its distinctive mirror work, vibrant thread patterns, and geometric motifs. The craft has been practiced by the Lambani community for generations but has faced declining demand.

“We wanted to keep the soul of the embroidery intact while making it relevant for today’s wardrobes,” Elety said. “Every design starts with the artisans and their traditional knowledge.” Tega Collective produces apparel and accessories that pair Lambani work with locally sourced cotton, khadi, and plant-based dyes.

The startup handles design, quality, and marketing, while artisans manage production in their villages. The model provides year-round income to over 60 women in Bellary district. Artisans earn per piece and receive skill upgrades on finishing and sizing for urban markets. “We used to only make items for festivals,” said one artisan. “Now we get work every month, and people across India are wearing our work.”

Tega Collective sells through its website and pop-ups in Bengaluru, Mumbai, and Hyderabad. The startup plans to expand to export markets this year while keeping production rooted in Bellary.