A newlywed girl, with a passion for entrepreneurship and a love for watercolor painting, entered an alien field. No prior experience or guidance, only a burning desire to preserve the traditional technique of Gota Patti and make the end product authentic and affordable. Kurta Ghar by Sidhi Garg from Jaipur is changing fashion in its unique way.
A Glimpse in the Rich History of the Art
Gota Patti, a decorative technique, originated in Rajasthan’s royal courts for the clothing of the elites. It likely developed when Mughal and Persian artisans brought their skills to India.
It is made by carefully cutting golden metal ribbons into loops and curves and stitching them onto fabric. This detailed and labor-intensive work is usually done by skilled artisans, resulting in a unique texture and sparkle.
Gota Patti work is handcrafted, often requiring many hours to prepare even a small piece. It has been influenced by the Zardozi Dabka metal embroidery technique. However, over time, it has become a popular embellishment in traditional Indian clothing, particularly lehengas, sarees, and kurtis.
The Light Bulb Moment
Based on the high-end results and ethnic look, famous brands and middlemen often sell Gota Patti work at inflated prices to tourists.
This is where Jaipur-based Sidhi Garg found the huge market gap for affordable and authentic gota patti clothes. She knew she needed to focus on affordability in this market.
During her visits to local markets, she discovered that many agents were selling handmade goods but were overcharging customers, with prices reaching Rs 14,000 for a single fabric piece. Paise ped pe ugte hain kya?
Beginning of a New Journey: Kurta Ghar by Sidhi Garg
Just like us, Sidhi found it unethical but unlike us, she didn’t ignore it. Rather, she, a former techie, decided to change the market and this led to the birth of her startup Kurta Ghar in 2022. The startup is aimed at promoting traditional Rajasthani techniques and providing customers with great designs at affordable prices.
She started her journey with a modest investment of Rs 7,000 from her savings to buy kurti suits, marking her first step into the market. This decision reflected her careful yet hopeful attitude.
Her business reflects her strong connection to Rajasthani culture and keen market insight. Noticing a lack of accessible traditional wear in major cities like Mumbai and Delhi, she aimed to create a brand that fills this gap while promoting Rajasthani heritage throughout India.
Kurta Ghar’s sales and operations background helped her tackle challenges in the new business. Her graphic design certification enhanced her marketing strategies, making Kurta Ghar’s offerings visually appealing and attractive to potential buyers.
Preserving the Art: What Brand Offers?
Sidhi aimed to sell clothing while preserving and promoting traditional handicrafts. She wanted to understand the craft and thus she used to frequently visit markets to spot trends in materials and colors. Her involvement spans from designing to working directly with artisans— whatever it takes to ensure each piece’s authenticity and quality.
The brand offers unstitched suits, saris, and traditional attire, with prices starting at Rs 1,995. This pricing strategy makes Rajasthani craftsmanship accessible to customers of all economic backgrounds.
The company use gold or silver ribbons, zari laces, and polyester gotta ribbons to embellish fabric. These crafts turn simple garments into luxurious outfits, ideal for special occasions and celebrations.
The brand’s dedication and outcome is evident as they focus on customers’ satisfaction. Customers are intrigued by the unique designs and colors available to purchase and that too at a reasonable price.
Jumping the Hurdles
Sidhi overcame her initial lack of textile expertise by learning through direct market interactions. As a woman founder, she successfully addressed skepticism and gained trust from artisans and customers. Despite challenges, she knows that her venture brings her joy. Sidhi credits her success to her ability to balance work and home life. Moreover, Gota Patti and Zardozi Dabka artistry flourishes in Sidhi’s hands.
Steady Start Followed by A Steady Growth
Social Media to Going International!
Kurta Ghar started by relying on Instagram for visibility and sales but is now growing its digital presence. The brand has attracted international clients from Canada, the US, and Australia.
Now, Sidhi manages 200-300 orders monthly from her website, generating around Rs 30 lakh annually. Although she now receives orders nationwide, her journey has faced challenges.
An Insight into Founder’s Life
In 2022, Sidhi, a software engineer, combined her technical skills and artistic talent to start Kurta Ghar.
Sidhi, a software engineer with seven years of experience, worked as a senior sales operation head in Jaipur. She left her IT job to help her sister grow her finance business before making another career change.
Despite her successful career, Sidhi was passionate about watercolour painting. She had cultivated this hobby since childhood. After marrying in 2021, without any prior experience in the textile industry, she ventured into entrepreneurship. Sidhi’s talent for color combinations created a lasting foundation for Kurta Ghar.
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