Shruti Kothari | Business Remedies | April 08, 2025 | What does it take to build a brand from scratch in a city rooted in heritage and brimming with creativity? Meet Heena Thakurdasani, the award-winning entrepreneur behind Nainish Jaipur—a handcrafted lifestyle label that began with a modest ₹800 and a dream stitched in tradition, passion, and pastel prints. Recognized as the Best Woman Entrepreneur by Subh Vichar (2024) and Best Exhibitor at ADAH Exhibition (2019), Heena has turned her vision into a thriving brand.

In this exclusive conversation with me, she opens up about her entrepreneurial journey— the challenges she braved, the creative instincts she nurtured, and how she’s shaping a brand that’s both soulful and stylish.

“Keep your vision clear and pure — even God will be by your side.”- Heena Thakurdasani

Shruti: Every brand has its spark. What lit yours? Who really is Heena Thakurdasani?

Heena: I’m a Jaipur girl — raised on tradition, but fueled by creativity. Growing up in a middle-class Sindhi family, I was the classic middle child: part rule-follower, part dreamer.
Commerce was my academic path, but my soul wandered toward design. So, I jumped into animation, filmmaking, and graphic design at Gecko Animation Studio. Interning with Patrika and India Today added more fuel to the fire. Somewhere between structure and imagination, Nainish Jaipur quietly started to bloom.

Shruti: So when did the business bug truly bite?

Heena: It was always in my blood — being Sindhi, business is like a second language. But it was my mama, my maternal uncle, who really saw the spark. He runs Dreams Readymade in Kota, and he became my mentor, guide, and biggest believer.
He trained me from scratch — how to sell, how to set up at exhibitions, how to talk to customers and track inventory. I wasn’t just learning how to work — I was learning how to lead.

Shruti: Sounds like a journey full of learning — but surely not without roadblocks?

Heena: Oh, absolutely. Jaipur summers are no joke — dyes would misbehave, fabrics would act up. Labour was another challenge.
And then came 2019 — the pandemic hit, and everything went quiet. No exhibitions, no sales. But instead of pausing, I pivoted. I went live — literally! I started doing Live Selling on Instagram and Facebook under Nainish Jaipur. It clicked.

Shruti: Let’s rewind a bit — how did Nainish come to life?

Heena: The spark ignited when I realized my passion wasn’t just about selling—it was about creating. I was drawn to the rich heritage of Jaipur’s handcrafted treasures—bedsheets, juttis, and fabric bags—but I wanted to reimagine them in a way that felt both fresh and familiar. That’s how we introduced pastel palettes into our bedsheets, played with smaller batik motifs, explored Anokhi prints, and even fused Gulmohar block prints (inspired by Kashmir) with classic Rajasthani Marwad styles. The result? A blend that feels both timeless and modern.

And we didn’t stop there. We turned leftover fabric from our bedsheets into handcrafted juttis, fabric diaries, and bottle covers — nothing goes to waste at Nainish. Every piece tells a story.

Also — interesting fact — our juttis are special because they come with cushioned padding and DR TPR soles, making them super comfy.

I’m lucky to have an incredible team who help bring these ideas to life. Together, we’ve taken Nainish to over 200 exhibitions across India. We’ve showcased with Rajasthan Tourism, participated in government events like Rajasthan Haat and Lokrang Festival, and collaborated with private platforms — Surbhi Haat, Elegance, Nakshatra, Addah, India Shopping Expo, and even the Jaipur Literature Festival in 2023 and 2025.

Shruti: Love how Nainish has bloomed! And now, with a store too?

Heena: Yes! We finally opened our store at Kishanpole Bazaar, Jaipur, in 2024—an absolute dream come true. But our journey doesn’t stop there! We’re both online and offline, catering to B2B and B2C through exhibitions, expos across India, and our Nainish Jaipur pages on Instagram and Facebook. Engaging directly with our customers, whether in-store or online, is what makes this journey so fulfilling.

Shruti: Now here comes the most exciting bit — how did ₹800 turn into a full-fledged brand?

Heena: Ah, yes — the magic ₹800! My dad handed me that amount and said, “Let’s see what you can do with this.” It lit a fire in me.

I started with research — lots of it. I visited factories, learned about fabric processing, stitching techniques, pricing, and quality control. I wasn’t just observing — I was absorbing. I trained myself first — understood design, stitching, and costing — and then started training others. Every rupee was spent mindfully, with the big picture in mind. That’s how Nainish was born — from sheer curiosity, careful planning.

Shruti: What’s the key to understanding and catering to such a diverse customer base?

Heena: The heart of any successful business is truly understanding its customers. I don’t just sell products—I build connections. Studying regional preferences is one part of it, but to create real brand loyalty, I also rely heavily on customer feedback. Listening to what they love, what they need, and even what they wish we did differently help us evolve continuously.

Shruti: Outside of Nainish, are you involved with any community or social groups?

Heena: Absolutely! I’m an active member of the Shakti Foundation — it’s a powerhouse of inspiring women from all walks of life. I’m also associated with AIBA and Laghu Udyog Bharati.

Shruti: What does your downtime look like?

Heena: It’s all about balance. I love reading, cooking, working out, and practicing yoga. I’m super health-conscious, and working out is non-negotiable for me — it keeps me disciplined, and I genuinely believe discipline is the backbone of every success story.

Shruti: What’s next for Nainish Jaipur?

Heena: The goal is to keep evolving, but always stay true to our roots.

Interviewed By :

Shruti Kothari