Indian Peacock, founded by architect Preethi Pathireddy, aims to integrate handloom textiles into daily fashion, supporting artisans across India.
The brand collaborates with Jamdani, Ikat, handblock print and Mangalgiri weavers, treating them as partners and providing fair wages and consistent work.
Products include structured shirts, versatile kurtas, and coordinated sets designed for everyday wear, emphasizing durability and use over occasional or fusion fashion.
The initiative seeks to keep looms active, preserve craft relevance, and provide livelihoods by creating market demand beyond museum or ethnic‑wear niches.