The idea behind Inkriti’s “Shuruaat” was born when two individuals from very different backgrounds, but with a shared passion, serendipitously met. Matrika Bhandari comes from a textiles background where she has done extensive research & development work in crafts and sustainable innovation. Sonu Jain, although being a chartered accountant and from a purely finance background, has always had a special inclination towards Indian crafts. When she experienced a lack of awareness and accessibility in people around her, she realised the gap that existed in the market. The duo met and had hours of discussion to bridge this gap and the rest is history.
Crafts are the second largest livelihood provider in India after farming. Each Indian state and geography has its own unique craftsmanship and a talented pool of generational artisans with unmatchable talent and skill sets. When the duo went out on their exploration of Indian crafts, they discussed with people around them and observed that there was a major gap between the existence of these beautiful crafts and the level of awareness about the same in the urban setup. There’s so much more innovation that can still be done in the crafts space.
As they thought about the potential for further innovation in the crafts space, they decided to introduce their brand’s inaugural collection, “Shuruaat” – a remarkable debut in the world of craftsmanship. The collection is a blend of age-old craftsmanship and contemporary aesthetics. It boldly introduces Ajrakh motifs, celebrated for their timelessness, in fresh and imaginative ways. Each piece conveys a story of a new beginning for crafts, embracing the essence of rejuvenation and creativity. At the heart of this collection is Kala Cotton, renowned for its comfort and cosiness. Inkriti’s commitment to sustainability and ethical practices shines through in every thread, making these garments not just stylish but environmentally conscious.
This collection features an array of Indian crafts, including elegant handloom creations and mesmerising tie and dye works. The homegrown sustainable crafts-first label is dedicated to generating awareness and creating accessibility around Indian textile crafts. With a focus on sustainability and inclusivity, Inkriti collaborates directly with talented artisans to create timeless garments that showcase the beauty of Indian textiles’ craftsmanship. What sets “Shuruaat” apart is its embrace of gender neutrality. These stylish pieces are designed to be effortlessly worn by anyBODY and everyBODY, making a statement that fashion knows no boundaries, catering to the diverse needs of today’s lifestyle.
“Inkriti is the story of textile crafts through the lens of culture, community & sustainability. As a designer-accountant duo deeply passionate about crafts, our purpose is to innovate and make them a part of everyday lives. We co-design handcrafted fabrics with local artisans and create gender-neutral products that are relevant to today’s lifestyle and preferences,” states Matrika Bhandari & Sonu Jain, Founders, Inkriti.
“We don’t identify Inkriti just as a fashion brand or a designer brand, but rather as a lifestyle revolution in which sustainability stems from Indian culture through crafts,” they further added.
By blending traditional craftsmanship with contemporary relevance in its “Shuruaat” collection, Inkriti strives to lead the way in the handloom sector, fostering a profound impact on the environment, empowering local communities, and redefining sustainability, the Indian way.
Inkriti is a crafts-first brand based in India, dedicated to generating awareness and creating accessibility around Indian textile crafts. With a focus on sustainability and inclusivity, Inkriti collaborates directly with talented artisans to create timeless, gender-neutral garments that showcase the beauty of Indian textiles’ craftsmanship. Through their unique products, experiential displays, and immersive exhibitions, Inkriti aims to bridge the gap between artisans and consumers, fostering a deeper appreciation for the rich heritage of Indian crafts.