House of Chikankari - Comprehensive Analysis Report

Summary

House of Chikankari is an Indian fashion brand, founded in October 2020 by the mother-daughter duo Poonam Rawal and Aakriti Rawal. The company's core mission is to revive and preserve the traditional craftsmanship of Lucknow's Chikankari embroidery while empowering India's artisan community. Recognizing the unorganized nature of the Indian crafts market, House of Chikankari aims to make Chikankari accessible, authentic, and modern, appealing to a broad demographic. Beyond Chikankari, the brand has diversified into other Indian crafts like Kashmiri embroidery, Ikat, and hand-block printing through initiatives such as HOC Crafts. It stands as a bridge between heritage and modernity, profoundly celebrating craftsmanship and community empowerment.

1. Strategic Focus & Objectives

Core Objectives

Artisan Upliftment and Empowerment: A primary objective is to empower India's artisans, particularly women in Lucknow, by providing fair wages and a steady supply of work.
Preservation and Promotion of Traditional Crafts: The brand is dedicated to preserving and promoting traditional Indian hand-embroidered crafts, especially Chikankari, to ensure its legacy for future generations.
Market Organization: House of Chikankari strives to organize the historically fragmented Indian crafts market by establishing direct partnerships with artisan clusters to ensure quality, authenticity, and fair practices.
Global Accessibility and Modern Appeal: The company aims to make traditional crafts accessible globally through e-commerce and blend them with contemporary designs to appeal to a younger, modern audience, transcending traditional demographics.

Specialization Areas

House of Chikankari specializes in creating hand-embroidered garments with a strong emphasis on traditional Indian crafts. While its foundation is deeply embedded in Lucknowi Chikankari embroidery, it has successfully expanded its offerings to include other diverse Indian crafts such as Kashmiri embroidery, Ikat, and hand-block printing through its HOC Crafts initiatives. This multi-craft approach allows the brand to offer unique value propositions rooted in authentic heritage and meticulous artistry.

Target Markets

The primary target market is a younger, modern audience seeking contemporary interpretations of traditional Indian designs. The brand also caters to a broader audience across all ages, aiming to make traditional crafts a household essential. Geographically, it targets both domestic Indian consumers and an international audience, leveraging its e-commerce platform for global reach.

2. Financial Overview

Funding History

House of Chikankari has raised a total funding of $639K over three rounds. The initial investment to start the brand was ₹3 lakh ($3,600).

First Angel Round:
Date: January 7, 2023
Amount: $85.8K (approximately ₹75 lakh)
Key Investors: Secured during an appearance on Shark Tank India Season 2, receiving offers from Aman Gupta (boAt) and Peyush Bansal (Lenskart). The deal closed with Aman Gupta and Peyush Bansal for ₹75 lakhs at 3.75% equity, valuing the company at ₹20 crore (approximately $2.4 million at the time).
Impact on Company Growth: This exposure significantly boosted national attention, increasing traffic by 5X and sales by 4X in a day following the show's airing. It also provided crucial validation and motivation for the founders and consumers.

Latest Seed Round:
Date: January 15, 2025
Amount: $462K (approximately ₹4 crore)
Key Investors: Peyush Bansal (Lenskart), Manoj Meena (Atomberg), Ankit Nagori (Curefoods), Hitesh Dhingra (The Man Company), Alluvium Capital, Tudip Ventures, and Aurinko Partners. LetsVenture is also a significant institutional investor.
Fund Utilization: The funds are strategically utilized to expand marketing efforts, strengthen the team, and bring handcrafted Indian crafts to a global audience.

Valuation and Revenue:
Valuation: ₹20 crore (approximately $2.4 million) as of September 1, 2023.
Annual Revenue: ₹27 crore (approximately $3.26 million) as of March 31, 2024.
Revenue Growth: The company reported ₹33 lakh in revenue in FY20-21, ₹3.3 crore in FY21-22, and projected ₹15 crore for FY22-23. They currently fulfill around 15,000 monthly orders.

3. Product Pipeline

Key Products/Services

House of Chikankari offers a diverse range of hand-embroidered garments for men and women, focusing on blending traditional craftsmanship with contemporary designs.

Product Categories:
Kurtas and Kurta Sets
Sarees
Kaftans
Tops and Shirts
Dresses
Bottom Wear (Palazzos, Pants)
Dupattas

Development Stage: Products are fully developed and available for purchase through their direct-to-consumer (D2C) website and other major e-commerce platforms.
Target Market/Condition: Caters to Western, everyday, work, and festive wear styles, appealing to a broad demographic including millennials and Gen Z.
Key Features & Benefits:
Authentic Hand Embroidery: Focuses on preserving and showcasing intricate Chikankari and other Indian embroidery techniques.
Quality Fabrics: Utilizes various comfortable and luxurious fabrics such as cotton, mulmul, linen, and rayon.
Contemporary Designs: Blends traditional craftsmanship with modern aesthetics to make the craft relevant and appealing to a younger audience.
Artisan-Centric Storytelling: Each piece carries a narrative, celebrating the artisans' dedication and artistry.
Global Accessibility: Available through e-commerce for both domestic and international customers.

4. Leadership & Management

Executive Team

Poonam Rawal: Co-Founder.
Professional Background: A textile connoisseur with years of experience in design and embroidery. She began her entrepreneurial journey at 48. She was previously a homemaker for 22 years.
Notable Achievements & Key Contributions: Co-founded House of Chikankari in 2020 to revive and preserve Chikankari art and empower artisans. She oversees operations and production within the company. Her extensive knowledge of textiles drives the brand's focus on quality, sustainability, and artisan welfare.
LinkedIn: [https://www.linkedin.com/in/poonam-rawal-9a377011/](https://www.linkedin.com/in/poonam-rawal-9a377011/)

Aakriti Rawal: Co-Founder & CEO.
Professional Background: A graduate of King's College London and Imperial College London. She worked as a marketing manager before co-founding the company.
Notable Achievements & Key Contributions: Co-founded the company during the pandemic, inspired by the challenges faced by Chikankari artisans, despite having no prior industry experience. She is passionate about empowering artisans and preserving heritage. Aakriti focuses on marketing, business development, and finances. She was named in Forbes 30 Under 30 Asia 2024 for her contributions to modernizing Indian crafts and creating inclusive livelihoods. She serves on the board of one company.
LinkedIn: [https://www.linkedin.com/in/aakritirawal/](https://www.linkedin.com/in/aakritirawal/)

5. Talent and Growth Indicators

Hiring Trends and Workforce

House of Chikankari has demonstrated significant growth in its workforce and social impact.
Employee Size: As of August 31, 2025, the company's team has expanded to 83 employees. Earlier, in December 2023, it had a team of 70 members. The brand also reports having 120 employees.
Artisan Network: The company supports a large network of over 10,000 artisans across India, particularly women artisans in Lucknow. This collaboration provides them with steady work and contributes to their economic and social empowerment.
Community & Customer Growth: The brand has built a community of over 2 lakh (200,000) supporters and aims to reach over 2 lakh customers in the coming year.
Growth Trajectory: The company has experienced consistent growth since its inception, with a fivefold growth reported in two years. It actively seeks to improve distribution channels and leverage technology for innovative designs to scale sustainably.

6. Social Media Presence and Engagement

Digital Footprint

House of Chikankari maintains a robust and active digital presence across major social media platforms, effectively engaging with its audience and showcasing its brand ethos.
Platforms: Active on Instagram, Facebook, X (formerly Twitter), YouTube, and LinkedIn.
Instagram: A primary platform for the brand, it has built a community of over 270k followers. Following its appearance on Shark Tank India, brand engagement surged, gaining over 12k followers overnight and increasing overall traffic 5X and sales 4X. The brand leverages Instagram for organic presence, influencer marketing, and content creation through captivating visuals and storytelling.
Brand Messaging: Communicates its positioning as a blend of traditional craftsmanship with contemporary designs, celebrating Indian heritage, and empowering artisans.
Thought Leadership: Co-founder Aakriti Rawal's appearance on Shark Tank India Season 2 and her recognition in Forbes 30 Under 30 Asia 2024 highlight the brand's thought leadership in modernizing Indian crafts and creating inclusive livelihoods.
Notable Campaigns/Content: Regularly features its collections through visuals that emphasize the intricate artistry of its handcrafted pieces. Celebrities like Shraddha Kapoor, Alia Bhatt, and Mira Kapoor have been seen flaunting its collection, further enhancing its visibility. The brand also provides rewards and referral programs to engage customers.

Social Media Links:
Instagram: [https://www.instagram.com/houseofchikankari.in](https://www.instagram.com/houseofchikankari.in)
Facebook: [https://www.facebook.com/houseofchikankari.in](https://www.facebook.com/houseofchikankari.in)
X: [https://twitter.com/HChikankari](https://twitter.com/HChikankari)
YouTube: [https://www.youtube.com/@HouseOfChikankari](https://www.youtube.com/@HouseOfChikankari)
LinkedIn: [https://www.linkedin.com/company/house-of-chikankari](https://www.linkedin.com/company/house-of-chikankari)

7. Recognition and Awards

Industry Recognition

House of Chikankari has garnered significant recognition, especially for its entrepreneurial spirit and social impact.
Shark Tank India Season 2 (2023): The brand gained considerable national attention and secured an investment deal from prominent investors Aman Gupta (boAt) and Peyush Bansal (Lenskart). This appearance provided capital, valuable business insights, and significantly boosted brand visibility and sales.
Forbes 30 Under 30 Asia 2024: Co-founder Aakriti Rawal was recognized for her contributions to the modernization of Indian crafts and creating inclusive livelihoods.
Other Accolades: The company has been honored with awards such as 'Most Admired D2C Brand of the Year' and 'BW Young Entrepreneur 2023'.
Media Coverage: Featured in various media outlets acknowledging its journey from a modest lockdown venture to a successful enterprise backed by major investors.