From Farm Waste to Fashion Deals with Levi’s – How This Surat Startup is Turning Crores from Waste
When Shreyans Kokra met Nandini Sarraf, they shared more than just dreams of building something meaningful. They shared a deep concern about the planet’s future.
Both had seen the ugly side of the fashion supply chain. Shreyans, growing up in Surat (India’s textile hub), saw the endless rolls of fabric coming out of mills and the waste piling up outside. Nandini, with her marketing background, saw how “sustainable fashion” was often just a label, not a reality.
Cotton demanded too much water. Polyester is dependent on petroleum.
And they both noticed the same problem: while India’s farmlands were overflowing with plant residues, banana stems, pineapple leaves, hemp stalks, these valuable resources were being discarded or burnt, creating pollution instead of opportunity.
What if fashion could work with agriculture instead of against it?
In 2018, the duo co-founded Canvaloop Fibre Pvt. Ltd., a company that makes soft, durable fibers from agricultural waste, think banana stems, pineapple leaves, hemp, and even oilseed stalks, and turns them into mill-ready yarns.
Instead of asking textile mills to change their machines or processes, Canvaloop’s team developed a three-step treatment method, part biochemical, part enzymatic, part mechanical, to create fibers that could blend seamlessly with cotton or other materials.
“We didn’t want sustainability to be a compromise,” says Shreyans.
“Our goal was to make something mills and brands could adopt without changing their systems, so it could grow fast, not just stay a niche idea.”
The result? Sustainable fabrics which is not just eco-friendly but also durable and stylish.
Canvaloop’s big break
Today, Canvaloop’s blends are running in supply chains for Levi’s, GAP, Arvind, Vardhman, and Raymond.
From denim jeans to t-shirts to home furnishings, these brands are proving that fashion made from farm waste can meet mainstream quality and scale.
Canvaloop is already on a multi-crore growth path.
In FY24, revenue doubled to ₹5.2 crore, all while operating in a niche, high-impact segment of the textile industry.
The market potential is massive, especially as brands race to meet sustainability targets and consumers demand eco-friendly choices.
Why farmers win too
Canvaloop’s model doesn’t just help the planet. It also puts extra income in farmers’ pockets by buying what used to be waste.
That’s fewer fields set on fire, fewer pollutants in the air, and more value flowing back to rural communities.
Lessons for other sustainable founders
Shreyans’ journey offers some takeaways for anyone building a green business:
- Design for adoption – Mills didn’t need to change equipment to work with Canvaloop’s fibers.
- Co-create with big players – Partnering early with brands and mills opened doors fast.
- Tell the farmer’s story – People connect to sustainability when they see who it helps.
- Prove your impact – Hard data on water, carbon, and farmer benefits build trust with both customers and investors.
- Stay versatile – Multiple feedstocks mean year-round production and less supply risk.
With technology that works, brand partnerships in place, and a market hungry for real solutions, Canvaloop is positioned to grow far beyond its Surat roots.
For the fashion industry, it’s a glimpse of a future where clothes don’t cost the earth.
For other sustainable entrepreneurs, it’s proof that green and profitable can go hand in hand.
