BEHIND THE BRAND
November 26, 2021 2023-09-04 12:53BEHIND THE BRAND
ABOUT US
Late Ajay Kumar Pandey, Founder
We co-create unique designs with local women, sourcing fabrics through talented artisans from diverse regions across India. This sustains the rich culture of weaving and craftsmanship while providing continuous work opportunities. Our mission celebrates India's traditional artistry, empowering communities through meaningful and sustainable partnerships, preserving heritage for a brighter future.
Kalpana Ajay Pandey & Tuhin Anukkriti Pandey
Directors at Ajaera
KALPANA'S NOTE
Ajaera by Madsway is a heartfelt tribute to the man of our house, the Late Shri Ajay Kumar Pandey, the inspiring founder of Madsway Solutions Pvt. Ltd., a nutraceutical company. In June 2021, Covid took away my beloved 53-year-old husband, a person we always admired and looked up to. He selflessly resigned from his Armed Force job to embark on an entrepreneurial journey driven by the noble goal of serving society. With boundless passion ("Passionate, Pagalo ka rasta," he would say), he brought MADSWAY to life. His heart was full of love, always manifesting about donating his earnings to society and creating a lasting trust. He showered kindness on his business subordinates, giving away all his gains, never thinking about saving for himself. His generosity knew no bounds; he was the epitome of a "Generous" soul. His memory lives on in every endeavor we undertake, and we honor his legacy with love and affection.
NamING OUR BRAND
And then, the name Ajaera by Madsway was born; a beautiful combination of "Ajaera" (pronounced as Aj-eer-rah), derived from the amalgamation of two cherished names, Ajay and Era. My husband lovingly gave me the endearing sobriquet "Era," it became an inseparable part of our brand's identity, deeply connected to our parent company, Madsway.
This special bond of love and togetherness is woven into every aspect of our journey, honoring the memory of my beloved husband and celebrating the foundation he laid for us.
Ajaera by Madsway is a heartfelt reflection of our affectionate connection, guiding us as we continue his inspiring legacy.
MEET THE WOMEN BEHIND
Meet Kalpana Ajay Pandey!
Meet Kalpana Ajay Pandey, a visionary artist, and soul dedicated to nurturing her artistic passion. From a young age, her innate talent for knitting, embroidery, baking, and the intricate crafts of batik and bandhej bloomed. Amidst the responsibilities of being a devoted wife and mother, her art took a backseat, cherished within her home, or shared as heartfelt gifts.
Yet, her thirst for self-expression persisted. Pursuing an Acharya degree in Astrology infused her work with deeper meanings and spiritual connections. Leisure moments are filled with joy, nurturing plant babies, and cherishing moments with grandchildren; Adrush & Advik inspired her art to reflect the beauty and harmony of the world.
Kalpana's brand story exemplifies resilience and passion, shaping her into an artist with a profound understanding of creativity. Through her creations, she shares her artistic journey, inviting others to embrace art's emotional depth and beauty.
Meet Tuhin Anukkriti Pandey!
Introducing Tuhin Anukkriti Pandey! With a deep passion for India's rich art and cultural heritage, Tuhin embarked on her journey, completing her bachelor's in Leather Goods and Accessories Designing from FDDI, Noida, and a Master's in Fashion from Apeejay Stya University, New Delhi. With two years of experience as a head designer, she fearlessly stepped into the world of entrepreneurship.
Beyond her design prowess, Tuhin is a skilled Kathak dancer, earning a Diploma (Hons) in Kathak from Kathak Kendra, New Delhi, under the esteemed guidance of Maharaj Krishna Mohan Mishra from the Lucknow Gharana.
During her cherished leisure moments, Tuhin's adventurous spirit comes alive as she explores and travels, seeking new experiences. Fueling her artistic vision, she passionately delves into photography, skillfully orchestrating captivating photo shoots for her label.
Tuhin Anukkriti Pandey is a vibrant embodiment of creativity, culture, and the relentless pursuit of artistic expression. Her diverse talents intertwine seamlessly, creating a tapestry of creative brilliance that genuinely reflects the beauty and depth of India's artistic heritage.
OUR PHILOSOPHY
We are committed to responsible practices in every aspect of our business, believing that even the smallest actions can create a significant impact. Our ethos revolves around ethical creation, crafting goods that are not only aesthetically pleasing but also kind to the environment. With a deep sense of responsibility, our pieces are designed to improve the lives of their makers and contribute positively to the planet, giving back more than they take.
"Made with you and the planet in mind."
Our design process embraces the human touch, making it slow, conscious, local, rooted, and environmentally sensitive. Every step is thoughtfully crafted, ensuring our creations resonate with their creators and the world around us.
OUR SUSTAINABILITY
We embark on a sustainable journey, purposefully committed to making a positive impact.
Towards our Makers: We prioritize the often-neglected women in our community, ensuring fair and timely payments. Our artisans, residing in remote rural areas, work 4-6 hours a day, some from the comfort of their homes. Empowering these women fuels thriving families, communities, and economies.
Towards our Planet: We choose materials that not only exude beauty but are also sustainable, minimizing negative effects on the Earth. Crumpled paper, egg trays, shredded paper, and corrugated sheets replace air pouches and foam pouches for delicate items. Seed and recycled paper replace tree-based paper for product tags, and our carry bags are crafted from repurposed cotton fabric.
Towards our Tradition: At Ajaera, each creation is meticulously researched, designed, and produced in collaboration with local indigenous communities, preserving skills passed down through generations or imparted through training. Our products blend modern sensibilities with traditional silhouettes, embracing longevity and sustainability in design and material practices. We shoulder the responsibility of preserving these traditions and sharing their legacy with generations to come.
WE ARE MORE TORTOISE THAN HARE
At the core of our values lies the belief in mindful and purposeful consumption.
Our creations, whether in fashion or home decor, embody timeless elegance, meticulously crafted from high-quality sustainable materials. We take a conscious approach by opting to produce smaller collections each time.
Our vision extends beyond fleeting trends; we are not a fast-fashion brand and will never be one.
Our aspiration is for our pieces to grace your home and wardrobe for years to come, leaving a lasting impression, not becoming a burden in landfills.
"Beyond Trends, Embracing Sustainability"
COLLABORATION
"Alone we can do so little; together we can do so much." – Helen Keller