The Tale Of Chikankari

It was a tough year but the House of Chikankari registered growth. What worked in your favour?
We surpassed our expectations and registered 600 per cent growth compared to the previous year, closing at a gross revenue of almost Rs 20 crore in FY 2022-2023. Looking ahead, we remain committed to our growth and expansion plans. We are focused on enhancing the customer experience, strengthening our ecommerce presence, and diversifying our product offerings while continuing to prioritise quality and customer satisfaction.

What were some learnings in the last year for you as an entrepreneur and also for the House of Chikankari?
Firstly, we managed our cash flow effectively by being cautious with our spending and negotiating with suppliers and vendors for better payment terms. Secondly, we embraced digital transformation by digitising our operations and leveraging social media for customer engagement. Finally, we built resilience by diversifying our products into menswear and exploring new markets.

Overall, while the last 12 months have been challenging for startups in India, those who were able to adapt and innovate have emerged stronger and more resilient.

Tell us more about your leadership approach and what you think worked better for you in comparison to some of your peers.
As the CEO, I understand that leadership is not just about running a successful business, but also about building a community of individual leaders within our organisation. Inspired by Indra Nooyi's quote, just because you are CEO, don’t think you have landed. You must continually increase your learning, the way you think, and the way you approach the organisation. I've never forgotten that.

The House of Chikankari is a young, three-year-old brand. What were some of the early-stage challenges in your journey?
One of the primary challenges we faced was working in an unorganised industry where standardisation in quality and pricing was lacking. Another challenge was educating customers about the art form of Chikankari. We took it upon ourselves to spread awareness, while also making it relevant and appealing to a modern audience.

What are your focus areas for the year ahead?
Our primary focus is to streamline our operations both online and offline. Additionally, we plan to expand our ecommerce presence and increase our visibility on marketplaces to reach more customers. We also aim to diversify our product offerings while continuing to focus on Chikankari kurtas for women and expanding our menswear collection.