DHAAGA & CO. CHIKANKARI – A NEW ERA OF THE TIMELESS CRAFT

“ It always seems impossible until it’s done.” —Nelson Mandela

The aforementioned quote is something I’ve whole heartedly abided by. I believe in the fact that If you have an idea, if you have a plan in your head, why wait until tomorrow to execute it? Why not now? Why not this very instant? I believe in the fact that every business endeavor is a journey and we learn and grow simultaneously as it progresses.

I graduated in Statistic Honours from Delhi University, followed by a Masters in Styling from Pearl Academy.Post my masters, I worked as a Fashion Assistant at Femina, India and was even appointed as a visiting faculty for a semester at my Alma Mater, Pearl Academy. I worked on numerous creative projects, which greatly broadened my horizons and helped me hone my skills as a fashion entrepreneur and a creative thinker. About 2 years back, I moved back to Lucknow. I was skeptical about the shift in base since Lucknow wasn’t very exposed to the concept of Fashion and had very limited opportunities in comparison with metropolitans like Bombay or Delhi. However, I realized how culturally rich and vibrant the city of Nawabs is. In awe of the exceptional skill and intricacy of the craft of Chikankari, I acquainted myself with small scale designers and karigars and realized that they truly deserve accolades and recognition for their art. I came up with a plan to start my own company – Dhaaga and Co. – a reflection of my passion and heritage

Dhaaga & Co. is a Chikankari exclusive online multi-designer store selling an array of beautifully handcrafted products ideated and designed by over 15 very talented designers from Lucknow. It was established in association with the Dhaaga Artisan Fund celebrating the magnificence of Chikankari and its Craftsmen. It offers timeless Chikankari & Kamdaaniensembles ranging from Premium Designer WearLehengas and Chikankari Sarees to Everyday Wear Kurtis in innumerable colours and designs to fulfill the needs of the modern-day consumer. Our collections are an amalgamation of old-world charm and contemporary aesthetic. They are emblematic of the very essence of Indian handicrafts that’s has been passed down to us through generations. Each collection represents a certain vision, taste and colour palette. At Dhaaga & Co, we strive to work towards the promotion and upliftment of the craft and its creators. A portion of each sale made by us is contributed towards the Dhaaga Artisan Fund to support the livelihood of the artisans. We provide a platform for the indigenous craft to facilitate growth and global reach.

We aim to introduce the cumbersome craft of Chikankari to the mainstream market and secure due acknowledgement for the grassroots artisans formulating a strong community of designers, craftsmen and the consumer.

What makes Dhaaga special is the very niche of the brand i.e to give back to the creators of the craft, is what sets us apart from other Chikankari curators/retailers. We put forward a carefully curated assemblage of the most exquisite high quality Chikankari in a wide range of colours, fabrics, price range and silhouettesthereby making variety and high quality two of our major USP’s. Owing to my background in Marketing and experience in business operations associated with ethnic wear,it gives me a solid insight into marketing for Dhaaga& Co., which in turn facilitates smooth operations, giving us a definite edge. Lastly, my experience working as a stylist, helps me curate looks for campaign shoots etc. which in turn helps establishing a unique aesthetic and build a strong brand image.

Currently, Dhaaga& Co. Chikankari is a strong community of artisans, designers and the consumer. I am overwhelmed by the love and response we have received from far and wide. We will continue to ideate, create, explore and innovate until Dhaaga acquires a strong presence in the market, just like how I dreamt of.