Upasana Brand Story

In the blessed red-soiled, sunlit land of Auroville—where the future is shaped by unity, mutuality, and harmony—Upasana began in 1997 as a conscious expression of design and devotion. It arose from an inner call to serve: to weave beauty, purpose, and ideals into the fabric of life.

Upasana emerged from a calling to stay close to consciousness. A calling to cultivate, to connect, to create. What began as a small design studio soon evolved into a force for conscious living, where product is more than made, it’s meant. To be more than being worn, to be lived.

Thus, at its heart, Upasana is an offering—to people, to the planet, and to purpose. Rooted in the Indic wisdom, Upasana is a spiritual practice dressed as a design studio. Beyond fashion trends, we craft timeless designs that honour India’s textile heritage, empower artisans, and respect nature’s rhythm.

Also, Upasana works with local communities—offering livelihoods rooted in dignity, respect and care. From the hands of fisherwomen stitching Tsunamikas to the looms of Varanasi weavers spinning resilience, every Upasana project reflects our values—conscious creation, collective spirit, and creative grace. Here, fashion expresses care. Clothing becomes communion. Design awakens consciousness. 

As Upasana steps into the future, our vision expands, making fashion conscious with global collaborations, empowered craft communities, and ambassadors carrying our spirit forward. Yet the essence remains clear and whole: a yoga of work, a craft of care, a legacy of love, with hunger for beauty and creativity, and thirst for collaboration and collectivity.