Inside Choose Kind’s Handmade, Sustainable Kids’ Fashion with Co-founder Richa

When Richa couldn't find consciously made accessories for her young son, a new idea took root. What began as a personal search grew into Choose Kind—a brand committed to sustainability, traditional Indian craftsmanship, and meaningful community impact. In talks with Local Samosa, Richa shares the journey from concept to creation, and how Choose Kind, founded by Richa and Ratnesh, is redefining the future of children’s fashion with purpose and empathy.

Courage. Kindness. Friendship. Character.

"Courage. Kindness. Friendship. Character. These are the qualities that define us as human beings, and propel us, on occasion, to greatness." – from the acclaimed book 'Wonder' by R.J. Palacio.

Richa says, “The book and movie ‘Wonder’ had a clear impact on both of us. It taught us the meaning of true friendship, empathy and, most importantly, kindness. As we learned more about the need for responsibility towards nature during the pandemic—and while trying to find a colourful, consciously made pair of shoes for our son Raahil—we decided to get into children’s accessories. That’s when the journey of Choose Kind began. A few months later, after countless hours of research and development, we launched our first collection: a unique line of shoes and backpacks created using age-old techniques and handspun, handwoven fabrics.”

Using Handspun, Handwoven Khadi Denim

“We champion eco-friendly practices by using handspun, handwoven Khadi denim—an energy-efficient fabric made from organic cotton and crafted on traditional looms,” shares Richa. This process supports rural artisans and reduces environmental impact. “Our denim is naturally dyed using herbs, fruit peels, and eco-friendly techniques such as tie-dye and eco-printing.”

Eco-Friendly and Responsibly Sourced Packaging Materials

For this brand, the care doesn’t stop at the product. Packaging is made using recycled paper and responsibly sourced materials. “We use organic cotton bags instead of plastic, and our boxes are crafted from recycled cotton paper. It’s our way of ensuring that even unboxing is a feel-good, planet-friendly moment,” says the founder.

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Zero-Waste Approach and Its Impact on Production

Design always begins with a conversation about how to reuse materials and reduce waste. Richa explains, “Designing with waste in mind is second nature to us. Every time we develop a product, we have open discussions about how to reuse and repurpose. Fabric scraps are turned into laces, soft toys, or even new fabric blends. Our packaging uses recycled paper and minimal materials. The idea is simple: waste less, create more, and turn what’s left over into something lovely. By introducing new craft techniques, we’ve been able to close the loop and reimagine waste through a shift in form.”

She points out that in today’s world, there is a growing awareness of the importance of minimising waste and reusing materials in product design. “We’ve made it our mission to upcycle waste through innovative craft techniques—closing the loop and turning waste into something beautiful. Our commitment to sustainability is reflected in every step of our process. We repurpose fabric scraps into laces, toys, and even new fabrics.”

Minimising Carbon Footprint

Richa notes that the supply chain is rooted in responsibility. “We source local, sustainable materials. We upcycle in-house fabric waste to create components for new products. We focus on durability and timelessness, encouraging long-term use. Every choice is made to tread more lightly on the planet.”

Craftsmanship and Design Philosophy

The brand applies consistent design principles across its products, focusing on a blend of aesthetics, durability, and sustainability. Items such as shoes, bags, and accessories are made using Khadi denim—a handspun fabric traditionally associated with Indian craftsmanship.

“Designs incorporate vibrant elements, including animal motifs aimed at engaging children’s imaginations. The products are lightweight and spacious, balancing function and visual appeal,” adds Richa.

Eco-conscious practices, such as minimising adhesive use and employing recycled packaging, are integral to production. Overall, the products aim to foster creative play while reflecting environmental awareness.

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The Journey of a Product: From Concept to Delivery

Richa explains that each product begins with a story rooted in kindness, creativity, and craftsmanship. “It all starts with an idea—often inspired by everyday moments or something as simple as a child’s playful imagination. I begin with sketches, incorporating joyful elements like embroidery patterns inspired by animals, flowers, or geometric shapes. Our materials, like Khadi denim, are consciously chosen for their durability, aesthetic appeal, and sustainability.”

Once the design is finalised, it is handed over to artisans who bring the concept to life through intricate handwork. The process includes multiple stages of sampling and refinement to ensure comfort, visual appeal, and functionality for both children and parents.

“After production, our quality team checks each item meticulously to ensure it meets our standards. Finally, we package every piece with care, from our signature eco-friendly boxes to handwritten notes we sometimes include. From concept to delivery, it’s a journey filled with creativity, collaboration, and a deep commitment to kindness,” she adds.

Social Impact & Community Engagement

“We partner with organisations like Tender Heart in North India to support rural development and uplift women facing systemic challenges such as patriarchy, inequality, and poverty,” shares Richa. “By collaborating with NGOs, we contribute to developing essential professional skills among women, enabling them to create high-quality handcrafted products such as toys and embroidered pieces. This partnership fosters both economic independence and creative empowerment, strengthening local communities. Supporting artisans and promoting fair opportunities lies at the heart of our mission.”

‘Handmade with Love, Sustainable from the Heart’

‘Handmade with Love, Sustainable from the Heart’ reflects the brand’s commitment to thoughtful craftsmanship and conscious design. “Our products are handcrafted by skilled artisans using eco-friendly materials like Khadi denim, supporting communities while reducing environmental impact. From detailed design to eco-conscious packaging, we aim to create fashion that’s both joyful and kind to people and the planet,” says Richa.

Choose Kind outlines its plans to expand sustainability efforts by increasing the use of recycled materials and reducing production waste. Future initiatives include empowering artisans, working with local communities, partnering with NGOs, and launching educational programmes on sustainability. The brand also hopes to build a community rooted in shared values, where the focus is not just on products, but on connection and compassion.