Rajshree Upadhyaya | Jaipur | Business Remedies | July 13,2025 | In the early days of the COVID-19 pandemic, when the world came to a standstill, mother-daughter duo, Poonam and Aakriti Rawal, were deeply moved when they heard the plight of local Chikankari artisans from Lucknow. These were artisans who were once the lifeline of a centuries-old embroidery tradition. Amid the chaos of the lockdown, they had seemingly disappeared. Poonam, who had long been skilled in design and embroidery, had built strong relationships with artisan communities. Aakriti, returning from King’s College London and working as a marketing manager, recognized both a gap and an opportunity.
Together, they envisioned a digital-first, socially-driven brand-not only to revive Chikankari but to honor the hands behind it. Pooling just Rs. 3 lakhs of their savings, they launched House of Chikankari from the basement of their New Delhi home in October 2020. Despite having no ties to the fashion industry, they trusted their instincts, heritage, and mission. They began sourcing directly from Poonam’s network of artisans, ensuring fair wages and steady work. Meanwhile, Aakriti focused on crafting a brand narrative and customer experience that resonated with younger audiences. Their early designs-classic yet contemporary kurtas-soon gained popularity online, especially on Instagram, where their clean aesthetic and artisan-first storytelling attracted both Millennials and Gen Z alike.
Evolving into a Strong Fashion-Led Social Enterprise
House of Chikankari’s growth was swift yet steady. In its very first year, they served over 15,000 paying customers and generated Rs. 33 lakh in revenue. Their mission went beyond just sales-it was about restoring livelihoods and preserving craftsmanship.
By 2023, the brand was working with over 5,000 women artisans and was on track to achieve Rs. 17-18 crore in revenue with Rs. 2 crore in profits. What started as a modest venture during lockdown evolved into a robust, fashion-led social enterprise. Their defining moment came with their appearance on Shark Tank India Season 2. Backed by impressive numbers, a compelling story, and a clear social impact, they asked for Rs. 75 lakh in exchange for 3.75% equity, valuing the company at Rs. 20 crore. Their pitch emotionally and strategically resonated with multiple sharks. After several rounds of counter-offers, they secured the full Rs. 75 lakh investment from Aman Gupta and Peyush Bansal for 3% equity. More than just capital, this partnership brought them strategic guidance for the next stage of expansion.
Over 12,000 New Instagram Followers After Shark Tank Appearance
Their appearance on Shark Tank sparked a remarkable shift. Website traffic increased fivefold, sales quadrupled overnight, and they gained over 12,000 new Instagram followers. This surge reaffirmed their belief that authenticity, when amplified with the right visibility, can create real impact.
By January 2025, they had completed a Rs. 4 crore seed round with investors like Peyush Bansal and TwoDIP Ventures. Their monthly order volume reached 15,000, with 85% of their revenue coming from their D2C platform. The brand also began expanding into other traditional crafts such as Ikat, Kashmiri embroidery, and hand-block printing.
More than just a business, House of Chikankari became a movement. Their commitment to craft preservation created sustainable employment for over 10,000 artisans, most of whom were women. Their designs attracted the attention of Bollywood celebrities like Alia Bhatt and Shraddha Kapoor, cementing their place in both fashion and cultural conversations. From Anarkalis to co-ords, beaded potlis to unstitched suit sets, their wide range of products catered to diverse tastes while preserving the essence of Indian heritage.
Praised for Beautiful Designs and Easy Ordering Experience
Customer feedback reflected both love and constructive insights. While many praised the attractive designs and seamless ordering process, some suggested improvements in fabric quality and color options. The team took these suggestions seriously and worked on refining their offerings.
Meanwhile, broader recognition followed. Aakriti was named in Forbes 30 Under 30 Asia 2024 for her contributions to the modernization of Indian crafts and creating inclusive livelihoods. Today, House of Chikankari stands as a shining example of how empathy, entrepreneurship, and culture can coexist in a thriving business.
From a modest beginning to a Rs. 20 crore enterprise backed by major investors, the journey of Poonam and Aakriti is a remarkable testament to the fusion of purpose and profit. As they move towards global expansion, their journey continues to stitch together heritage and hope-one Chikankari thread at a time.
Written & Edited By:
Rajshree Upadhyaya
