Siva Devireddy: Weaving a New Chapter in Handloom Fashion

The Good Loom, a handloom apparel business founded by 41-year-old Siva Devireddy, made its debut on the glamorous stage of Lakme apparel Week in Mumbai. For Devireddy, who left a profession in technology in 2011 to pursue an entrepreneurial path, this foray into high-street fashion marks a key turning point in his career. His creation, GoCoop, is as an online marketplace that connects users with over 300 handloom cooperatives in ten states around India. Devireddy’s shift in focus from technology to textiles highlights his support of the traditional craft industry and his handloom artists’ products.

The Good Loom, an extension of Devireddy’s work with handloom artisans via GoCoop, showcased a collection of 18 designs, featuring blazers, shirts, cargo pants for men, and sarees. Despite being a novice in the world of fashion shows, Devireddy’s collection shared the stage with renowned designers like Tarun Tahiliani and Ritu Kumar. GoCoop, operating on slim margins to benefit artisans, has been a social impact platform focused on improving the livelihoods of handloom artisans. However, last June, Devireddy contemplated the idea of launching a private label handloom brand. While GoCoop primarily supports artisans with slim margins, a private label offers higher margins, presenting an opportunity for sustainable income for a smaller group of weavers.

The Good Loom aims to provide more dependable work for weavers, leading to higher incomes. This strategic move not only aligns with GoCoop’s mission of empowering artisans but also taps into a relatively unexplored segment of branded handloom menswear. Devireddy believes that this venture can generate significant business, comparing it to successful startup brands like Wrogn and Myntra’s Roadster.

The concept has already generated excitement among potential investors and partners, with inquiries about acquiring 50% of The Good Loom. This early interest reflects the potential of the brand to resonate with consumers and establish standalone retail stores. The Good Loom, set to be officially launched in mid-April, will be retailed both online and offline. Devireddy anticipates that the menswear products will be priced between ₹1,500 and ₹3,000, while sarees will range from ₹2,000 to ₹8,000. Positioned as a premium brand in the handloom market, The Good Loom aims to cater to consumers seeking high-quality, ethically sourced products.

The brand’s unexpected invitation to the Lakme Fashion Week came after a successful pilot exhibition in Hyderabad, where LFW officials recognized the potential of The Good Loom. This unforeseen opportunity allowed Devireddy to present his collection alongside established names in the fashion industry. As The Good Loom prepares for its official launch, Devireddy is cautiously optimistic, acknowledging the need for a well-thought-out scale-up plan. Aiming for a crowdsourced model with designers from diverse backgrounds, he envisions a collaborative approach that not only expands the brand’s design repertoire but also opens up new markets.

The Good Loom’s unique positioning in the handloom fashion space, coupled with its commitment to social impact, sets it apart in the competitive landscape. For Siva Devireddy, the journey from tech entrepreneur to fashion debutante signifies the convergence of technology, entrepreneurship, and social responsibility, weaving a new chapter in the rich tapestry of Indian handloom fashion.