Geethica is on a mission to uplift India’s rich craft heritage, starting with the intricate world of Pashmina and with plans to embrace other traditional art forms in the future.

During our conversation, she shares what Ame stands for and what drives her to champion the craftsmen behind these timeless creations.

Geethica opens up about her childhood observations of artisans struggling under the weight of unfair pay and exploitative middlemen, a reality that fueled her resolve to rewrite their story. With too many art forms fading into obscurity, she’s determined to work hand-in-hand with craftsmen, ensuring they’re celebrated and fairly rewarded.

From the luxurious threads of Pashmina to her bold vision for a thriving craft ecosystem, Geethica reveals how she’s preserving the ultimate luxury of India’s handmade traditions while paving the way for a sustainable, artisan-led future.

Join us for a heartfelt discussion about creativity, legacy, and the power of art to transform lives.

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