Originally reported and written in March 2023, this story has been republished as part of our archival content.

One look at Tega Collective’s range of garments is enough to convey a bold message; they are not afraid to play around with colours. The brand that hit shelves in July 2022 is a labour of love of not just its founder Niharika Elety, a tech professional, but also of the Adivasi communities in South India, particularly those residing in the Bellary region of Karnataka.

Niharika attributes her love for design and colours right back to the tender age of five when she recalls spending hours in art and craft. But it wasn’t only this passion that led her to create the brand. But rather an influence of the cultures where she spent her life that shaped a lot of how she felt about design.

Born in Dallas, Texas, Niharika moved across the world to Hyderabad when she was 11, a move that she describes as the one that changed the course of everything. Here, she studied South Asian fine arts and then went back to the United States to pursue her bachelor’s degree in biomedical engineering.

But she didn’t feel fulfilled.

This was when she started posting about sustainable fashion online and exploring fashion, culture and heritage. This excited her, and so whilst working in the tech space, she continued to explore sustainable fashion as a creative outlet.

The result of it is Tega Collective, a brand that she says is an ode to native fibres, plant dyes, artistic expression, and the way of life in Adivasi communities.

In conversation with The Better India, Niharika speaks about the fulcrum on which Tega rests.

“Tega is a word for family in Telugu,” she shares.

“For many indigenous communities in South Asia, everything on this earth is family. Through the brand, we aim to raise awareness about indigenous culture and craft while helping you add a unique story to your closet that you will cherish for years.”

Amplifying indigenous craft and knowledge

Some moments in life........

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