About Apaapi
From Assam, with a dream to take our stories to the world.
Apaapi began with a feeling many of us from Assam know well that our textiles, our motifs, our colors, our stories and our way of dressing carry something deeply beautiful, but they are still not seen enough outside the region.
For us, Apaapi is not just a saree or lifestyle brand. It is a way of taking Assam’s textile memory into everyday wardrobes and homes through sarees, Mekhela Chador, apparel and home pieces that feel rooted, graceful and easy to love.
Our designs are inspired by the colors of Assam, its festivals, its rivers, its flowers, its old weaving traditions and the quiet beauty of everyday life in the Northeast. Some pieces are traditional. Some are contemporary. Many are somewhere in between, because that is where we feel Apaapi belongs: rooted in heritage, but made for the woman of today.
We want Apaapi to become a small bridge between Assam and the world. A bridge between weavers and customers, between memory and modern design, between something inherited and something newly imagined.
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I have always felt a deep connection with Assam’s textiles. When I was studying at Lund University in Sweden, and later while working in technology, I often wore handloom sarees from Assam. People would notice them, ask about them, and admire them. But many did not know where the craft came from, what made it special, or the hands and stories behind it. That stayed with me. Whenever I travelled back home, I would meet weavers and artisans whose work was full of skill, patience and beauty. But behind that beauty, I also heard difficult stories of irregular work, low wages, lack of visibility, and the struggle to keep traditional craft alive in a changing world. Those conversations slowly became the reason behind Apaapi. I did not come from a fashion background. I did not know everything about this industry when I started. What I had was a strong belief that Assam’s textiles and Assam-inspired design deserved a larger place — not only in our homes, but in wardrobes across India and eventually across the world. Apaapi is my attempt to build that place. Through every saree, Mekhela Chador and lifestyle piece, we want to tell a story of Assam in a way that feels beautiful, wearable and relevant today. We want someone in Guwahati, Mumbai, Delhi, Bengaluru, London, New York or Singapore to feel connected to Assam through what they wear and live with. Our dream is simple, but it means everything to us, to take Assam and Assam-inspired design global through textiles, fashion and lifestyle. With love, |
Our Mission
Our mission is to bring Assam’s textile and design heritage into modern wardrobes and homes.
At Apaapi, we create sarees, Mekhela Chador, apparel and lifestyle products that carry the essence of Assam while fitting beautifully into contemporary life. We want our pieces to feel comfortable, meaningful and special whether worn for Bihu, weddings, work, festive gatherings, travel, or everyday moments.
We also want to create more visibility for the craft and design language of Assam. For too long, many beautiful textiles from the Northeast have remained known only within smaller circles. Apaapi hopes to change that, one product and one story at a time, embraces Apaapi carries the love, beauty and magic that continues to shine throughout.
Our Vision
Our vision is to build Apaapi as a global Assam-rooted textile and lifestyle brand.
We want Assamese motifs, Mekhela Chador, Assam-inspired sarees and Northeast Indian design stories to be recognised, worn and celebrated far beyond the region. Not as something niche or occasional, but as a beautiful part of India’s larger design identity.
We dream of a future where a woman choosing an Apaapi saree or a home piece is not just buying a product. She is carrying a little bit of Assam with her, its colors, its craft, its warmth and its quiet strength.
What We Believe In
Rooted design
Our inspiration comes from Assam, its handloom traditions, natural beauty, festivals, motifs and cultural memories.
Everyday beauty
We believe heritage should not feel distant. It should be wearable, usable and part of everyday life.
Contemporary craft
We love tradition, but we also believe in reimagining it for today’s women and homes.
People and purpose
Apaapi began with conversations with artisans and weavers. Their skill, dignity and livelihood remain central to why we do what we do.
Taking Assam global
Our larger goal is to make Assam-inspired textiles and lifestyle design visible to customers across India and the world.
FAQ
What is Apaapi?
Apaapi is an Assam-rooted fashion and lifestyle brand creating sarees, Mekhela Chador, apparel and home textiles inspired by the craft, colors, motifs and cultural stories of Northeast India.
Where is Apaapi from?
Apaapi is rooted in Assam, India. The brand draws inspiration from Assamese textiles, weaving traditions, festivals, landscapes and cultural identity.
What does Apaapi sell?
Apaapi offers sarees, Mekhela Chador, apparel and lifestyle products, including home textiles, designed with Assam-inspired motifs and contemporary Indian aesthetics.
What is Apaapi’s mission?
Apaapi’s mission is to bring Assam’s textile and design heritage into modern wardrobes and homes, while making Assam-inspired design more visible across India and the world.
Who founded Apaapi?
Apaapi was founded by Tanmana, a former technology professional and Lund University alumna, whose love for Assam’s textiles and conversations with local weavers inspired her to start the brand.
Is Apaapi only for customers from Assam?
No. Apaapi is rooted in Assam, but made for everyone who loves meaningful Indian textiles, regional craft, contemporary ethnic wear and design-led lifestyle products. It is also especially loved by people from Assam and the Assamese diaspora who want to stay connected to their roots.