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The Arrjava Story

The word Arrjava means pure at heart. As a brand, Arrjava is a green-skilling initiative that works with indigenous tribal communities in the villages and forests of India to create locally-sourced products and provide livelihood. It was started by Apollo Foundation Total Health in 2020. Arrjava helps tribes fashion their craft to urban design needs and provides them with market linkages to keep their traditional skills alive, while continuing to live and work in the spaces that nurtured them. Arrjava products provide consistent and sustainable sources of revenue for communities, with parallel replenishment of forest resources. For the urban audience, it provides a channel to feel more connected to the Indian heartland.

Upasana On Arrjava

“I am delighted to present Arrjava, a brand that brings together hand, heart, and head. Two years ago, when we visited the Chenchu tribes settlements, in the Amrabad Tiger Reserve, we were struck by the lack of health, livelihood, and access to education. We collaborated with the Telangana Forest Department, and began to build a programme covering healthcare, sustainable green skilling and financial wellbeing as the core of our Total Health initiative. Every product is handmade with care, consciousness and love, making a considerable difference to people and the planet.” Upasana Kamineni Konidela, Vice Chairperson CSR, Apollo Hospitals