Rajshree Upadhyaya | Business Remedies | When Chaitanya Malhotra decided to step out of his family’s long-established art and craft supply business, the decision was rooted as much in legacy as in a desire to build something relevant for a new generation. In 2022, he incorporated Kalakaram India Pvt Ltd in Gurugram, Haryana, transforming decades of behind-the-scenes experience in creative materials into a consumer-facing brand with a clear purpose. Kalakaram was conceived at a time when screens were rapidly replacing hands-on play, and Chaitanya believed that creativity deserved a far more central role in a child’s everyday life.
The name Kalakaram itself reflects this philosophy. Inspired by the names of Chaitanya’s father Kamal and grandfather Ram, the brand draws directly from family roots while positioning itself firmly in the present. From the very beginning, Kalakaram focused on making creativity accessible, structured, and exciting for children, rather than intimidating or overly academic. The goal was not to train artists but to nurture curiosity, confidence, and problem-solving through meaningful play.
At the heart of the brand lies its thoughtfully designed range of DIY kits for children, aimed largely at the 4 to 14 age group. These include art and painting kits, candle making kits, soap and bath bomb DIY kits, macrame and weaving sets, and culturally inspired Indian art and craft kits. Each product is designed as a complete experience, with materials, instructions, and learning outcomes neatly integrated, allowing children to create independently while still developing fine motor skills, patience, and imagination. Over time, Kalakaram also expanded into STEM-based activity kits and sensory play products, strengthening its position as a holistic creative learning brand rather than a toy company alone.
Kalakaram’s early growth leaned heavily on offline retail, a strategic choice influenced by the founder’s deep understanding of India’s traditional distribution networks. Within a relatively short period, the brand secured presence across more than 300 retail stores while also building visibility on leading e-commerce platforms. This hybrid model helped Kalakaram reach parents who preferred tactile, in-store discovery while also catering to digitally savvy buyers searching for educational play solutions online.
The brand’s defining moment came in 2024, when Chaitanya Malhotra appeared on Shark Tank India Season 3. His pitch stood out not just for the product range but for its clarity of intent and strong early traction. He spoke about the growing concern of excessive screen exposure among children and positioned Kalakaram as a credible alternative rooted in learning through play. After a detailed discussion, Namita Thapar, Anupam Mittal, and Peyush Bansal jointly invested Rs. 60 lakh for 6 percent equity, valuing the company at approximately Rs. 10 crore. The deal marked a major validation of Kalakaram’s business model and its relevance in India’s evolving parenting and education landscape.
Following the Shark Tank appearance, Kalakaram focused on scaling operations, expanding its product portfolio, and strengthening brand recall. The investment also allowed the company to improve packaging, streamline supply chains, and invest more aggressively in product development. Today, Kalakaram continues to sell actively through its own website, online marketplaces, and offline retail partners, indicating that the company is currently operational and continuing to build momentum.
Kalakaram’s journey reflects a broader shift in how Indian parents perceive play and learning. By blending creativity, culture, and structure, the brand has carved out a distinct space where children are encouraged to slow down, explore with their hands, and take pride in creating something of their own. Rooted in family legacy yet shaped by modern entrepreneurial vision, Kalakaram stands as a growing example of how meaningful play can become a sustainable business with long-term impact.
