

Interview Bags of Ethics Chief Executive Smruti Sriram, OBE
THE WICK: As a CEO of an international organisation, what does a typical Monday look like for you?
Smruti Sriram: Mondays are full and energising. I wake up at 5:20am, put on my gym gear, and head to a strength training session at my local semi-private PT gym. After that, I come home, shower, and prepare snacks and lunch for my five-year-old son before dropping him off at school. Then I head to work. My day usually starts with my team, reviewing sales figures and going through current opportunities. I’m in constant communication with our factory team in Pondicherry, where all our manufacturing takes place, and we collaborate on product development. I also have meetings with clients, connecting our factory, atelier, pattern makers, and design studio with global brands. These brands bring intricate and inspiring design briefs that we bring to life on the production floor. Our HQ team in London is highly global, so we’re often planning travel for shows, events, and trade shows across the industries we supply, whether that’s beauty, interiors, architecture, fashion, art, or food and beverage. If I have external meetings, I attend those as well. And if I’m on school pickup duty, I’ll do that while continuing to work on my phone. My phone is essentially my office when I’m not at my desk. Because of the time zones, my mornings are with India, my evenings are with Europe, and occasionally I connect with the US.
TW: You’ve teamed up with major brands such as Dior, London Fashion Week and Selfridges. What place does eco-merchandise have in the world of fashion, luxury and art?
SS:
I strongly believe in the power of design. It touches every aspect of our lives, including fashion, luxury, and art. When a product is beautifully designed, clever, sustainably made, and doesn’t involve waste, it creates an emotional connection. It speaks to the heart and soul of the consumer. People are drawn to it visually, but they keep it because of its quality and purpose. Sustainability and design are truly a match made in heaven. A product can be desirable and responsible at the same time, whether through reusable materials, compostable elements, or long-lasting design. People may aim for that product because of its beauty, but they may keep it for a long time because it’s been made in a way that is highly sustainable.
TW:
You’ve worked with so many creatives to make your products. Who would be your dream artist to collaborate with, and which artistic project are you most proud of to date?
SS:
I’m most proud of our pandemic project, where we raised well over £1 million to support British fashion designers, the NHS, and our children’s charity, Wings of Hope. We created designer face masks made from reusable cotton in our factory. They became a number one product and consistently sold out across our retail partners. It was a dream, and I was so blessed to have several friends at the British Fashion Council believe in the fact that we could be the number one reusable face mask brand for the country and raise so much money during the pandemic. We collaborated with incredible designers including Julien MacDonald, Mulberry, Liam Hodges, Raeburn, Rixo, and Halpern. Since then, we’ve worked with global designers such as Zuhair Murad, Rahul Mishra, Manish Malhotra, Priya Ahluwalia, Erdem, and Simone Rocha. We’ve worked with loads of brilliant artists globally. My dream collaborator would be Maria Grazia Chiuri. I admire her bold feminist approach to design, her understanding of the female form, and her commitment to global craftsmanship, especially her work with Indian artisans and her relationship with the Chanakya School of Craft in India. I think she is an incredible designer, incredibly inspiring, very humble, and someone who uses her platform to showcase the power of women and design.
TW: You’re a co-founder of the Wings of Hope Children’s Charity, an organisation dedicated to improving the life skills of children across the globe. What is your big goal for future generations?
SS: My goal is to keep optimism and entrepreneurial spirit alive and cherished. Entrepreneurs are the backbone, the beating heart, of every country. They take risks, bet on themselves, create jobs, work with a variety of suppliers, cater to unique and new audiences, innovate, and build communities. I strongly believe in social entrepreneurship, combining business with purpose. Social entrepreneurs really are the heart and soul of communities. Future generations should feel empowered to be bold leaders, strong communicators, and collaborative thinkers. I hope they don’t get stymied in any way and are constantly being pushed to be entrepreneurial, to push their skills in communication, teamwork, and collaboration, and, most importantly, in bold leadership.
“I strongly believe in social entrepreneurship, combining business with purpose. Social entrepreneurs really are the heart and soul of communities.”














