Threads of Tradition: The Story of Signoria’s Rise in Jaipur’s Fashion Scene

Charu Bhatia, Senior News Editor, Business Remedies in an exclusive conversation with Mrs. Kritika Agarwal of Signoria Brand

In the heart of Jaipur, where art, color, and craft breathe life into every street, stands Signoria, a name that has quietly, yet confidently, woven its identity into India’s ethnic fashion landscape. Known for its beautifully handcrafted kurtis, exquisite block prints, and pure cotton fabrics, Signoria reflects the essence of Indian tradition reimagined for the modern woman. What began as a modest retail and wholesale venture has today evolved into a thriving manufacturing brand, celebrated for its creativity, authenticity, and deep respect for craftsmanship.

In a candid conversation, Mrs. Kritika Agrawal of Signoria opens up about the brand’s journey, her personal evolution in the textile space, and her vision for the future of Indian ethnic wear.

Q: Signoria has become a successful brand in Jaipur. Please tell us about its evolution and journey so far.

A: Signoria today stands as a proud name in ethnic wear manufacturing, but our journey wasn’t always easy or straightforward. When we began, we were primarily engaged in retail and wholesale, which is considered safer and less risky compared to manufacturing. But over time, we realised that true satisfaction lies in creating, not just selling. We wanted to give customers something original, something that carried our signature.

Manufacturing, though riskier and less profitable in the beginning, allowed us to experiment and innovate. Five years ago, we took that leap and shifted our focus entirely towards manufacturing. Since then, Signoria has become a creative hub, recognised for its unique handmade kurtis, block-printed garments, and distinctive designs. Our essence lies in hand block printing and the indigenous craft of ethnic wear, where each piece carries the warmth of tradition and the joy of artistic expression. Our customers don’t just wear a garment, they wear a feeling.

Q: What is the difference between working in retail and working in manufacturing?

A: Retail is structured, steady, and predictable. It offers security but very little room for innovation. Manufacturing, in contrast, is dynamic and creative. It’s where ideas take shape, from a design on paper to fabric on the table. It allows us to learn about the intricacies of materials, techniques, patterns, and consumer behavior. Every day in manufacturing brings new lessons, sometimes in design, sometimes in patience, and sometimes in problem-solving. It’s challenging, but it’s also deeply fulfilling.

Q: Tell us about your personal journey in the textile world. What role do you play in managing Signoria?

A: Signoria was founded by my father-in-law, Mr. Vasudev Agarwal, and my husband, Mohit Agarwal, who is also actively involved in the business. My association with textiles began long before my marriage. During my school days, I helped my parents manage their homegrown brand, Daleez. That experience sparked my fascination with fabrics and design.

As we often say — roti, kapda aur makaan are life’s basic needs, and “kapda” has always intrigued me. Clothing is something people will always buy, but what makes the business truly rewarding is when you bring creativity and emotion into it. After school, I pursued a course in imitation jewellery, which helped me develop an aesthetic eye. Post-marriage, I joined Signoria full-time and started working closely on design concepts, production processes, and customer engagement. Today, I handle both creative supervision and brand development, ensuring that Signoria maintains its distinct identity while adapting to changing trends.

Q: What sets Signoria apart from other brands? What’s its X-factor?

A: I believe it’s our combination of quality, affordability, and originality. For the price we offer, our customers receive unmatched craftsmanship. We have an in-house production unit that manages everything, from pattern making and garment stitching to finishing. We also manufacture block-printed garments for some of India’s top fashion houses and retail chains.

Our strength lies not just in basic garments, but in value additions, detailed embroideries (machine, computer, and hand), delicate hand-painting, and intricate block printing. We use only handwoven cotton fabrics, which lend both comfort and authenticity. What makes Signoria truly special is how we blend contemporary silhouettes with ancient hand-weaving and printing techniques. Every piece reflects the finesse of our artisans and the soul of Indian craftsmanship.

Q: How do you view sustainability in the clothing industry?

A: Sustainability in fashion is a complex topic. In our segment, where cotton is the primary fabric and customers often refresh their wardrobes every season, sustainability in the traditional sense, like longevity of use, isn’t always applicable. However, what we can do is focus on natural fibers, traditional printing techniques, and local craftsmanship.

Q: What challenges did you face while building the Signoria brand?

A: Every entrepreneurial journey comes with hurdles. For us, one of the biggest challenges was understanding and keeping up with the evolving tastes of our customers. Another challenge was the lack of sufficient funds in the early stages. Initially, it wasn’t easy, but through careful financial planning and sheer persistence, we managed to grow steadily.

Q: How do you view the government’s support for the textile industry? What improvements would you suggest?

A: The textile industry has immense potential, but financial accessibility remains a major roadblock for many entrepreneurs. I believe loans for textile and clothing businesses should be made available at lower interest rates. The process should also be simpler and less bureaucratic. If small and medium-sized manufacturers receive easier financial assistance, India’s textile sector can become a global leader in both volume and innovation.

Q: Finally, what message would you like to share with aspiring entrepreneurs in the clothing industry?

A: This is a field where creativity meets commerce. You learn something new every day, about fabrics, colors, patterns, and people. My message to young entrepreneurs would be: Stay curious and keep experimenting.