Meet the designer turning Assam cotton into a contemporary design identity

India’s textile industry is vast, but much of its innovation has been concentrated in mainstream hubs such as Delhi, Mumbai, and Ahmedabad. In Assam, weaving is more than a livelihood; it is a language of identity. The challenge has been to translate this heritage into modern formats that meet both domestic and global demand.

A new generation of designers is attempting to bridge that gap. Among them is Anushka Das, a textile designer and entrepreneur with nearly two decades of experience in craft and design.

The founder’s journey

Das’s story begins at home. “We were renovating our ancestral house when we shifted to Assam. While searching for furnishings and fabrics, I couldn’t find anything longer than a metre,” she recalls.

For someone who had spent 18 years immersed in weaving and craft, the absence was striking. Instead of settling, Das began experimenting. “I wanted a fabric for our homes and attires that spoke the language of this land, that carried our heritage,” she says.

That pursuit led to the creation of Studio Anurupa and its brands, Anushka and Anusuya. Through these, she has positioned Assam cotton not just as a textile but as a design identity rooted in heritage.

Das insists that Assam cotton is not a product born out of impulse. “This wasn’t whimsy. It was research, trial, and persistence. The fabric we developed is meant to be both pride and necessity, a bridge between heritage and everyday use,” she explains.

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Building brands from Assam

Studio Anurupa is the umbrella under which her creative work takes shape. The brand Anushka reflects her personal design philosophy, while Anusuya is envisioned as a more accessible line that carries Assam cotton into everyday homes. Together, they represent her attempt to create a continuum from artisanal heritage to contemporary lifestyle.

By anchoring both brands in Assam cotton, Das is not only addressing the practical issue of fabric length and usability but also shaping a narrative of pride. Her work ensures that the fabric speaks of Assam’s heritage while remaining versatile enough for furnishings, apparel, and global markets.

Government support

Momentum came through the Assam Startup programme. “It wasn’t just about funding or schemes. It gave us brand recognition. Designing is a creative field, and we don’t usually have knowledge of finance or legal matters. The handholding from Assam Startup was really helpful,” Das says.

That support gave Studio Anurupa the confidence to position Assam cotton not just as a local craft but as a fabric ready for national and global markets. It also provided visibility that helped her connect with buyers and collaborators outside the state.

Global recognition

The brand has already attracted international interest. “We have been approached by Noon.com in Dubai, which is keen on showcasing our Assam cotton fabrics on their platform. That is a milestone I always dreamed of,” Das says.

For her, this recognition is not just about sales. It is about building a legacy. “I want to build a legacy with the artisans I work with, and with Assam cotton as a fabric from our land that carries our heritage forward,” she says.

Looking ahead

With nearly two decades of experience behind her, Das is determined to ensure that Assam cotton becomes both a cultural symbol and a practical solution. Studio Anurupa is laying the foundation for that vision, blending heritage with modern design and local pride with global reach.

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