This Sister-Duo Promotes Overlooked Craftsmanship With Handmade Apparel Brand

What began with a modest investment of just Rs 1 lakh has blossomed into a flourishing multi-crore business. Founded in 2020, Chowkhat not only sells affordable clothing but also celebrates the stories and craftsmanship of local artisans, promoting the rich, yet often overlooked, art forms of India. Starting with the Chikankari collection from Lucknow, the company has now moved to Jaipur's hand-block print and Sikar's Bhandhej too. 

Chowkhat was founded in 2020 by two sisters, Anuja and Pratanksha Gupta, pooling their savings. Pratanksha, a Fashion Design graduate, has experience working with various designers and production units. Anuja, a postgraduate from IIMC, has worked as a digital marketer at multiple marketing agencies. 

"We always dreamed of starting something of our own that could make a positive impact on the world. Our inspiration came when Pratanksha shared stories of her field trips and interactions with local artisans while working with a designer. Realising our passion, we began travelling to different cities, exploring markets, and spending countless nights planning our business and growth until Chowkhat finally took off just before the pandemic," adds Anuja in a conversation with SheThePeople.

Excerpts from the interview

How do you ensure sustainability and ethical practices in your production process?

Handmade in itself is a sustainable process. No product is mass-produced. The products are made with sustainable fabrics. They are made by hand, there is no need for large amounts of water or electricity to produce them.

We have witnessed a surge of interest in traditional prints. Be it on the international red carpet like Cannes, or celebrities who endorse the revival of Indian prints, a lot is being done to retain our practices. Do you think it's a good start towards the preservation of craftsmanship?

I believe the surge of interest in traditional prints seen on international red carpets and through celebrity endorsements is a wonderful start towards preserving our craftsmanship. However, there is still much to be done to ensure sustainable support, fair compensation, and the continuation of these rich traditions for future generations.

What stereotypes did you face as women entrepreneurs while ensuring your merit in the industry? 

We face these issues every day. People mostly do not take women in business seriously. When we went to Lucknow to meet artisans and people who work with them, it was very difficult to initially make people understand that we are here to do business. They would just say no to our faces only because we are young and women. 

Are there any challenges you had to overcome to maintain the authenticity of handmade products?

In this price-competitive market where customers do not know the difference between a machine-made and handmade product, and most of the sellers are selling fake products in the name of handmade, it is difficult every day to make customers understand the real value of handmade products. Many major brands today are selling fake products in the name of handmade. We, as a community of 3.5 lakh followers on Instagram, highly focus on educating our customers so that they can know the real worth of handmade products. 

What are the key elements that help us to differentiate between an authentic handmade product and a counterfeit one?  

For every handmade product, it is different. For example, for Chikankari, you can identify a real and fake product by looking at the backside of the same. Real Chikankari products have loose threads at the backside. In the case of handblock, a real handblocked product can be identified by the block marks on the fabric. The details to identify a real handmade product are different for every technique. 

How do you ensure to retain your commitment to sustainability and local artisans?

The basic fundamentals of Chowkhat are very clear. We want to be an affordable handmade brand. We ensure our commitment to sustainability and local artisans by using eco-friendly materials and processes, and by providing fair wages to our artisans. 

How has running this business together impacted your personal relationship?

It has made us stronger than ever. We as a family support each other and, as business partners, challenge each other every day. We share real feedback as we are not just business partners but also family who want to bring out the best for one another. 

What advice would you give to other siblings thinking about starting a business together?

There can be ups and downs in your relationship but if, as siblings, you can be true to each other and be respectful at the same time, just go for it.