In 2019, NID Ahmedabad graduates Prakruthi Rao and Akshara Mehta reunited in Mumbai — the country’s second-largest textile hub — and discovered their true calling: using waste to create something beautiful.

In 2020, they launched ‘Juhu Beach Studio’, a creative venture that transforms textile waste from industrial units and discarded imports into beautiful, functional products — giving a second life to materials that would otherwise end up in landfills.

From the very beginning, Prakruthi and Akshara were committed to building a work environment that empowers women. Their all-female team of artisans is trained in handwork, cultivating both skill and confidence in a nurturing space.

At Juhu Beach Studio, the search for textile waste is a year-round endeavour. They actively source small scraps — often just a few inches in size — from manufacturing units, along with larger pieces discarded due to dyeing errors or tears.

This material hunt inspires their collections, which include hats, bags, and accessories. Combining embroidery, applique, and other handcraft techniques, they design timeless fashion pieces.

Their first collection in 2020 was modest — just 60 hats made from upholstery swatches. They sold out quickly. “It was proof of concept for us — whether it was even possible to make these kinds of products with waste,” shares Prakruthi.

By 2023, Juhu Beach Studio launched its largest collection yet, with 1,500 unique pieces. The collection included bags, home decor items, and accessories, all made from textile waste. “That was proof of whether this works as a business,” says Prakruthi.

The duo admits that creating products from waste is challenging. “The goal was to establish textile waste as a viable raw material for a large enterprise,” says Prakruthi. “We've figured out how to do that, and moving forward, this will show that using waste can drive sustainable business growth.”

Expanding into lifestyle accessories, Juhu Beach Studio aims to create timeless products that add a unique touch to any outfit. “We wanted to add one special singular thing to an otherwise normal outfit,” says Prakruthi, who aims to redefine personal style while promoting sustainability.

Through workshops and interactive experiences, they aim to educate and inspire. “We want to create a culture where you reuse materials, cherish objects, and fix them again and again,” Prakruthi explains.