The Company Origins

By Founder'sApril 12, 2025
Founders of notbasic – Indian fashion rooted in heritage
"The purpose of life is to live it, to satisfy your desires while bringing joy to others" – Eleanor Roosevelt

We, as sisters, have spent hours sipping coffee and talking about our future plans, intentions, and our principles as human beings. In the hushed symphony of quiet moments, we delved into the depths of our souls. Through countless conversations and shared experiences, we realized that true luxury is about the intangibles of life—our love for family, our connection to heritage, and the wisdom of our ancestors. These values remained our compass, even as the modern world pulled in other directions.

Growing up in a house filled with love, we learned to appreciate the simple luxuries of life. These values were passed down by our grandparents, who cherished traditions and lived a life of balance—practical yet spiritual.

Our love for family, intentional living, cultural heritage, spiritual grounding, and a deep respect for ancestral wisdom became the springboard for this company. Our background and experiences shaped our mission.With every fiber of our being, we wish to enlighten the world on the true nature of luxury: found in relationships, vibrant health, meaningful pursuits, and our connection to higher powers. That is a life well lived.

We developed immense admiration for the Indian artisans we encountered throughout our travels—masters of their crafts from humble villages. Their precision, patience, and artistry left a mark on us. This inspired our desire to celebrate them with a 100% made-in-India label. The world needs to hear their story.

The beauty of creating lasting, classic pieces lies in our shared vision. While terms like slow fashion and minimalism may sound trendy, for us, it's about designing with heart—pieces that add delight and function to everyday life. As life flows, our garments aim to mirror that rhythm—offering comfort, elegance, and quiet confidence.

At its core, this company was founded to inspire the belief that a well-lived life is a blend of wisdom, happiness, and peace.

The essence of this journey comes from conviction. Through our roots, our decisions, and our daily actions, we express who we truly are.