Richa Maheshwari's Boito is Keeping Stories and Traditions of Odisha Alive Through Wearable Art

Odisha’s legacy of art, architecture, sculpture, dance, music, literature, and tribal fashion is nothing short of mesmerising. From the rhythmic storytelling of Dasakathia (traditional folk art) and the timeless allure of Dokra (brass craft), to the intricate Pattachitra paintings of Raghurajpur, delicate Jhoti Chita motifs, and the elegance of Sambalpuri sarees and Maniabandha ikat—each craft reveals just a glimpse of the state’s immense cultural depth. For those who seek the intersection of luxury and exclusivity, Odisha’s tribal fashion offers a fascinating case study—a living tribute and a testament to the region’s vibrant heritage and the enduring creativity of its indigenous communities.

At a time when it is most needed, one fashion label breathing new life into Odisha’s intricate artistry and tribal craftsmanship is Boito, the brainchild of Richa Maheshwari. Positioned as a luxury yet slow-fashion label, Boito is putting the state’s textile heritage firmly on the global map.

Richa, a former SAP engineer, conceived the brand during the pandemic after taking a sabbatical to travel through her ancestral home in Odisha. What started as casual getaways with local friends soon turned into transformative encounters with tribal communities. Immersed in their traditions, she was struck by the depth of storytelling, the mastery of skill, and the quiet resilience woven into every thread, an experience she had long overlooked. These journeys awakened in her a genuine desire to safeguard these legacies. In 2023, she launched Boito—a label that bridges heritage, sustainability, and contemporary design, ensuring Odisha’s traditions continue to inspire generations.

Boito - The Name says it all

“The name ‘Boito’ is our tribute to the Boito Bandana festival — a beautiful tradition where miniature boats are floated on rivers and ponds in Odisha on Kartik Purnima. It’s a symbolic send-off to ancient maritime traders, but for me, it always felt like something deeper, a ritual of release, of setting dreams free on water. Personally, it’s a metaphor for departure and return — of travelling far only to come home to yourself and to your roots. Culturally, the brand name is symbolic of Odisha’s storied history of maritime exchange and its ancient artistry," says Maheshwari.

A Niche Luxury Label with a Wider Cultural Footprint

The brand’s design philosophy, rooted in culture yet reaching for a global identity, resonates instantly as you wander through its digital pages. Yet what lingers with you the most are the stories tucked between the imageries that leaves you feeling curious about Odisha’s rich tribal textiles—Khandua sarees, Kotpad dupattas, Bomkai silks, and more.

Richa says, “Boito doesn’t sit neatly within the established ‘luxury’ framework. For us, luxury means time, care, depth — and the privilege of knowing where your garment or artefact comes from. Our design philosophy is to honour craft traditions while reimagining them for contemporary relevance. We work with 17+ artisan clusters across Odisha — from bandha and kotpad textiles to Sabai grass and Dhokra metal crafts. Globally, we hope to be seen not just as a label, but as a movement that champions rural wisdom through future-forward design.”

Travelling through the State of Odisha

Richa reveals that Odisha is home to 62 ancient tribes, each flourishing with its own culture, traditions, customs, and languages. “Rediscovering Odisha was like unravelling a series of sacred poems for me - written in different textures. For instance, as I spent an afternoon dyeing yarn with aal bark in Kotpad, I listened to tales of tribal looms and matriarchal systems. When I visited a Gadaba village, they were so happy that a stranger came to their remote location they made up a song for me on the spur. Everywhere I went, I met deeply joyous people - content with how they moved through the world and their place in it. Community was everything. This was perhaps most evident with the Bondas of the Malkangiri forests. Women are named after the day of the week they were born, illustrative of how their identity is focused on the collective, rather than the individual. Choosing names serves no purpose in Bonda society. These experiences were wake-up calls, and I knew I had to find a meaningful way to share them,” says Maheshwari.

The brand speaks to those who seek story-led, culturally resonant fashion — a niche that exists beyond trends. Richa tells us, “Our silhouettes are tailored for sculpting narratives through cloth. Signature to us is our patchwork storytelling technique — garments and coats that combine Khandua silk, Kotpad handloom, Pipli appliqué work, and Dhokra elements — assembled together with the intent to echo Odisha’s layered identities. Our motifs are often drawn from local myths — like the Navagunjara. The majestic sea turtle also holds special significance for Boito. For us, it has come to represent the very essence of Odisha and artisan communities - perfectly capturing their slow pace, endurance and resilient nature. The kaincha motif features prominently in our collections, leisurely guiding you through Odisha’s craft landscapes.”

Luxury Fashion must Serve a Bigger Purpose

In an era dominated by fast fashion, entrepreneurs carry the vital responsibility of balancing luxury with sustainability. Boito rises to this challenge by championing slow and sustainable fashion, nurturing artisans’ creative potential, and fostering “reverse migration” through stable, dignified livelihoods.

Richa believes that shoppers must have a genuine intention before going for a product. When they choose to know the story behind a piece — its maker, its material, the time taken to craft it — they automatically begin to shift from impulse to investment.

She adds, “We treat handloom itself as the ultimate sustainable act — it’s circular by design. Beyond that, we upcycle remnant scraps from production into wall art, accessories, and packaging. Our dyes are plant-based wherever possible — we work with natural sources like aal (Indian madder), haritaki (myrobalan), and iron scrap baths. Our production timelines are intentionally slow. We’re not seasonal. We’re story-driven. Each piece is made to be cherished and passed on — not discarded. In that way, we challenge the very idea of fast fashion.”

Boito’s work has been exhibited at the India Art Fair, XTANT Spain, and the National Crafts Museum in New Delhi, The Great Elephant Migration in LA, Cheongju Craft Biennale in South Korea, and will soon be travelling to The Whitworth Art Gallery (Manchester, UK). As an independent artist, Richa is honoured to have received the Burning Man Honoraria Grant, along with her co-lead Jnaneshwar Das, one of only 12 international projects selected.