EAST is a brand born out of my dream to create a system that enables our weavers to showcase their skills to the world—uplifting their lives and empowering them in the process.
As part of this journey, we are committed to building the infrastructure needed to preserve our traditional weaving techniques, which are on the brink of extinction due to various challenges.
The brand is also taking steps to innovate our textiles and explore diverse skills of craftsmanship found in our community, applying them across different mediums.
We aim to delve deeper into our identity as a community—expressed through our clothing, music, landscapes, and creativity—and bring these cultural elements to the forefront. One of our key goals is to introduce the Kashan (mekhala/wraparound) of Northeast India into mainstream conversations, celebrating it as a symbol of our heritage.
We are a brand that works directly with local weavers, creating employment opportunities and providing a sustainable source of income to the Indigenous weavers of Manipur.
Our work also sheds light on the brain drain of local youth to various metropolitan cities—an issue that significantly affects the political, social, and economic landscape of the region. We address the urgent need for job creation in Ukhrul town, where employment opportunities are scarce, and communities are highly vulnerable to conflicts. By generating local employment, we aim to promote the welfare and long-term stability of these communities.
Founder & Creative Director
EAST
- Recognitions
- Made In Ukhrul
Many well-meaning elders, leaders, and friends have cautioned me against running a business from home, pointing to the harsh realities—a challenging business environment and prevailing societal attitudes. While I acknowledge the truth in their concerns and deeply appreciate their genuine care for my well-being, I have always been driven to prove otherwise.
With EAST, my homegrown brand, I choose to succeed on my own terms—without compromising my roots. I have unwavering faith in the capabilities of our community, and I firmly believe that our young people have the power to create transformative, positive change. We are here with purpose, ready to stand against injustice, pursue our aspirations, and shape a brighter future.
We will show the world that Ukhrul is not just a distant hill town—it is a place where dreams take flight, and where success can thrive.
We do not seek to conquer the world, nor to be conquered by it. But we know that the first battle is the one within—the greatest war is the one we fight among ourselves.
We refuse to let Ukhrul become a dumping ground for society’s rejects. We will confront the brain drain that has held us back for far too long. We will also question modern warfare—not only in the traditional sense, but in the forces that silently erode our communities—and identify who, or what, is waging it against us.
Together, we will reflect, understand the roots of our internal conflicts, and then transform those vulnerabilities into our greatest strengths.