Biography of Poonam Rawal: Founder & CEO of House of Chikankari- Entrepreneur
Biography of Poonam Rawal:
Birth of House of Chikankari
In the middle of the challenging 2020 lockdown, a
mother-daughter duo, Aakriti and Poonam Rawal, had a conversation that would
change their lives. They both shared a deep desire to support India's artisans,
especially those skilled in the traditional craft of Chikankari, an intricate
hand-embroidery art form from Lucknow. This mutual vision led to the creation
of House of Chikankari, a brand focused on preserving this rich cultural
heritage while providing meaningful work to artisans.
From Passion to Business
Poonam Rawal had always loved designing ethnic wear, using
Chikankari embroidery in her personal wardrobe. Her passion for this delicate
art form was passed down to her daughter, Aakriti, who recognized its untapped
market potential. Together, they decided to turn their love for Chikankari into
a business. Their goal was simple: make Chikankari accessible to a larger
audience and create an organized platform to honor the artisans behind the
craft.
Starting Small, Dreaming Big
With just ₹3 lakhs from their savings, Aakriti and Poonam
began their entrepreneurial journey from their home basement. They started with
a small team of three and faced numerous challenges in organizing their
operations and setting up an online business. However, their passion for
Chikankari and dedication to the cause pushed them forward. Their venture was
not just about creating beautiful clothes; it was about transforming a
centuries-old tradition into something relevant for today’s world.
Leveraging Social Media for Growth
As their business grew, Aakriti and Poonam focused on
creating a strong online presence. They turned to Instagram to showcase their
Chikankari garments, and their strategy paid off. By sharing the stories of
artisans and the intricate process behind each piece, they built a loyal
community of followers. Their focus on organic engagement and influencer
marketing helped them rapidly gain visibility, and they quickly accumulated a
following of over 270,000 on Instagram.
House of Chikankari Goes Viral
The innovative mix of traditional craftsmanship and modern
fashion designs captured the attention of millennials, who appreciated the
brand’s fresh take on ethnic wear. House of Chikankari started offering a wide
range of hand-embroidered garments, from kurtas to dresses and maxis, blending
the timeless art with contemporary styles. This fusion appealed to the younger
audience looking for something unique, and the brand quickly became a favorite
Breaking the Traditional Mold
One of the biggest challenges they faced was transforming
the unorganized Chikankari industry into a modern, well-functioning e-commerce
business. This meant ensuring authenticity and quality, while also empowering
the artisans who had been working in small, unregulated environments. By
ensuring fair wages and consistent work, House of Chikankari provided income
stability to women artisans and helped improve their standard of living.
A Pivotal Moment: Shark Tank India
In early 2023, House of Chikankari appeared on the popular
show Shark Tank India in its second season. Aakriti and Poonam presented their
journey and the potential of their business to a panel of investors. Their
pitch was well-received, and they successfully secured funding. They raised ₹75
lakhs in exchange for 3.75% equity from Aman Gupta, co-founder of boAt, and
Peyush Bansal, co-founder of Lenskart. This was a defining moment for the
brand.
Fueling Growth with Investment
The investment from the Shark Tank deal gave House of
Chikankari the resources to scale up their operations. The funding was
primarily used to enhance their technological capabilities, streamline
production processes, and strengthen their management team. This allowed the
brand to operate more efficiently, reducing manual efforts while expanding
their market reach.
Expanding Reach and Impact
By the end of FY 2023, House of Chikankari had reached a
turnover of ₹20 crores, a testament to the rapid growth and success of the
business. They had grown from a small home-based startup to a significant
player in the fashion industry, with a growing customer base of over 70,000.
Their commitment to delivering quality, ethically sourced products combined
with their strong online presence allowed them to expand rapidly.
The Artisans Behind the Brand
At the heart of House of Chikankari are the
artisans—primarily women—who make the brand’s products possible. The company
works with skilled karigars from Lucknow, providing them with steady, well-paid
work. These women are not just earning for themselves; they are contributing to
their families’ well-being and even supporting their children’s education. This
sustainable model ensures that the artisans feel valued, and their craft is
preserved for future generations.
Biography of Poonam Rawal: Founder & CEO of House of Chikankari- Entrepreneur/age/net worth/investor/Chikankari art/Poonam Rawal/shark tank story
Innovating Traditional Craft
House of Chikankari continues to innovate, blending
traditional techniques with modern designs to appeal to a younger demographic.
Their range of products caters to various tastes and preferences, with prices
ranging from ₹2,000 to ₹13,000. By creating contemporary designs with
Chikankari embroidery, they have positioned themselves as a brand that offers
both heritage and style.
Aiming for Larger Goals
With the success of their pitch on Shark Tank, Aakriti and
Poonam have set their sights on even bigger goals. They plan to reach over 2
lakh customers in the next year, further expanding their footprint in the
market. By improving their distribution channels and continuing to leverage
technology, they are on track to become leaders in the Chikankari fashion
industry.
Building a Sustainable Business
While growth is a key focus, sustainability remains central
to House of Chikankari’s ethos. They are committed to preserving the art of
Chikankari, empowering artisans, and providing quality products that customers
will cherish. By integrating technology into their operations and focusing on a
sustainable business model, they are not only achieving financial success but
also making a positive social impact.
The Vision of Aakriti and Poonam
Aakriti and Poonam’s vision for House of Chikankari is
clear. They aim to build a brand that celebrates India's cultural heritage,
empowers artisans, and brings Chikankari to the global stage. Their journey is
one of perseverance, innovation, and passion. Together, they have transformed
their vision into a thriving business that is changing the way people think
about ethnic wear.
Future Plans and Expanding Horizons
Looking ahead, House of Chikankari plans to continue
innovating with new designs and explore new markets both within India and
internationally. With a strong foundation in place, they are confident that
they will achieve their goals and elevate the Chikankari craft to new heights.
Their commitment to quality, authenticity, and social empowerment will guide
their growth in the years to come.
A Lasting Impact on the Fashion Industry
Today, House of Chikankari stands as a shining example of
how traditional crafts can be modernized and made relevant in today’s world.
Through their journey, Aakriti and Poonam Rawal have not only built a
successful business but also contributed to the preservation of a unique
cultural heritage. Their work continues to inspire others to think about
fashion in a more sustainable and socially responsible way, creating a lasting
impact on the fashion industry.
A timeline of the story of House of Chikankari:
2020 (Mid-lockdown): Aakriti and Poonam Rawal decide to
start House of Chikankari to support artisans and preserve Chikankari art.
2020 (Early Days): They start their business with ₹3 lakhs
and a small team from their home basement.
2021: They build a strong online presence, using Instagram
to showcase Chikankari products.
2022: The brand grows in popularity with millennials
appreciating the fusion of traditional and modern styles.
Early 2023: House of Chikankari appears on Shark Tank India,
securing ₹75 lakhs investment from Aman Gupta and Peyush Bansal.
FY 2023: The company reaches ₹20 crores turnover and expands
its customer base to over 70,000.
2023: The brand continues to innovate by blending
traditional techniques with modern designs, catering to diverse tastes.
2024 and Beyond: Aakriti and Poonam plan to reach over 2
lakh customers and expand internationally while maintaining sustainability.
