Who is NakhreWaali?

 

Who am I? What am I? Am I a thought? Am I an idea, am I a person? Or am I merely a figment of your imagination?

I am india. I embody the spirit of a nation that was once robbed by the british, yet continues to thrive with resilience. I am the india that has the loud and headstrong delhi, mumbai, bangalore, and kolkata. I am the india that has a quiet and beautiful leh, pushkar, kozhikode, and darjeeling. I am diverse.

I am art. I am the art that’s beautiful. I am the art that makes you think. I am the art that makes you challenge perceptions. I am the art that’s beautiful. I am the art that makes you think. I am the art that’s within you. I am the art that raises a question. I am that, that makes you doubt yourself. I am that, that makes you proud of yourself. I am passion.

I am a friend. I am the friend who is an integral part of you. I am the friend who shows you the mirrors. I am the friend who you turn to with your deepest secrets. I am the friend you hug when something is amiss. I am love.

I am a woman. I am the woman who is shy. I am the woman who is independent. I am the woman who stands toe-to-toe with a man and emerges victorious. I am the woman who needs a man to love me. I am the woman who is submissive. I am the woman who has the authority. I am desire.

I am a feeling. I am a touch. I am the thought that doesn’t let you sleep. I am the happiness that warms your heart. I am the feeling that gets you through a rough day. I am the sadness that teaches you about life. I am the joy that makes your life worth living. I am the consciousness who adds meaning to your existence. I am the smile that lights a fire in your eyes. I am inside you. I am around you. I am you. I am me. I am all of us.

I am, nakhrewaali.

 

Brand Story

 

Nakhrewaali is a vibrant and human-made fashion brand that beautifully merges india's rich cultural heritage with modern aesthetics. Fueled by the belief that fast fashion has overshadowed traditional craftsmanship, nakhrewaali aims to create a meaningful dialogue between the past and the present. Each nakhra is a kaleidoscope of colors, infused with embroidered emotions that breathe life into every stitch, and the unique positioning of the brand has helped us emerge as a pioneer of statement accessories in a niche market. By taking forth the artisan-led india story, we aim to craft products that showcase the brilliance of textiles from every nook of our country.

 

Embracing Ethical and Sustainable Values

 

From the very beginning, NakhreWaali has embraced an ethical and sustainable approach, both behind the scenes and towards our valued customers. As a proud Indian homegrown brand, created by women for women, we prioritize an eco-friendly environment and fair trade practices. Each product we offer is meticulously handcrafted by skilled karigars, who are predominantly women, and they are treated with utmost respect and equality. We have consciously eliminated the use of machinery in our workshops, minimized plastic consumption, and reduced wastage of electricity. We have fostered a culture where every team member's ideas and contributions are valued equally. Our commitment to fair trade practices and sustainability also include transparency, accountability, no forced labor, fair payment, no child labor and ensuring good working conditions. Moreover, we actively promote capacity building and respect for the environment. As a social enterprise, we are committed to empowering women. Every day, we strive to improve and give back to the society that has supported us, while upholding ethical and sustainable standards.

 

Reviving Indian Art and Crafts

 

At NakhreWaali, we believe in reviving and preserving India's diverse cultural traditions. By blending various textiles and crafts from different parts of the country, we create contemporary designs that celebrate our shared heritage. Whether it be Madhubani from Bihar, Mirror work from Kutch, Shell work from Goa, Phulkari form Punjab: our artisans and karigars, bring their unique skills to the table, reminding us that our differences are what make us stronger when we celebrate them together. In embracing inclusivity, we recognize that our shared culture unites us and has the power to make a larger impact. Each of our creations tells a story of real people, real conversations, and the beauty witnessed through our travels.
Drawing Inspiration from Art Movements and Stories NakhreWaali draws inspiration from various art movements throughout history, infusing elements from cubism, Memphis, orphism, and Bauhaus. By embracing these artistic influences, we create designs that are truly distinctive and recognizable. Additionally, we find inspiration in the stories of real people, an artisan in Tripura or the journey of a store owner in Antalya, Turkey. Our travels and experiences provide us with a wealth of inspiration, enriching our designs and allowing us to create truly exceptional pieces.

Impact and Recognition NakhreWaali's designs have been able to gain recognition and make a statement without relying on a logo, as envisioned by the founder. We have established a strong presence in 15 cities domestically and 10 countries globally, with our creations adorning the streets of Paris, the corners of Florence, the beaches of Miami or the big city of Dubai. Our brand has been embraced by the who's who of Bollywood, including Sonam Kapoor, Alia Bhatt, Shradha Kapoor, and Vidya Balan, further cementing our reputation as a symbol of India-modern style.

 

A Community-Driven Feeling and Artisan-Led India Story

 

At NakhreWaali, we believe that it's not just about the products we create; it's about the feeling that we are able to induce. We are a community-driven brand, founded with a vision to empower women and promote artisan-led India stories. Our designs and Nakhras are meticulously crafted to be recognized and celebrated for their statement and uniqueness, transcending the need for a logo. Each creation is a testament to the rich heritage and craftsmanship of India, carrying the stories and skills passed down through generations of artisans. We take pride in being a social enterprise, where the spirit of social commerce drives our mission of empowering women to be able to stand up for themselves, take pride in their imperfections, embrace their vulnerabilities and uplift each other.

 

Conculsion

 

Since its inception, NakhreWaali has been on a remarkable journey, driven by the desire to promote Indian heritage, empower women, and create a community-driven feeling. With a worldwide online presence, as well as offline stores in multiple cities domestically and internationally, NakhreWaali has captured the hearts of a diverse customer base. With 350 unique designs and a growing customer community, we take pride in our commitment to ethical and sustainable practices. By continuing to embrace and revive traditional handicrafts, NakhreWaali is making a significant impact on the preservation of Indian art and crafts. We invite you to join us in celebrating our rich cultural heritage with a contemporary twist, as we create fashion that tells a story and empowers individuals to express their unique style.

 

About The Founder

 

Gursakhi Lugani

Jesus and Mary College, Delhi University, London College of Fashion, IIM Bangalore

 

Founder and CEO of NakhreWaali:

• NakhreWaali is a D2C handcrafted eco-conscious fashion brand that merges India's rich cultural heritage with modern aesthetics.
• Founded in 2017, it is present in 11 countries and boasts a community of 100,000+ customers.
• Disrupting through design and innovative revival of textiles, the artisan-led India story of the brand provides employment to 100+ women artisans from various regions of the country.
• With a focus on human symbolism and a life-centric approach, the brand has received recognition from the Academy Awards (Oscars), Vogue Italia, The Economic Times, Elle Czech Republic, Cosmopolitan India, Business Insider, Hindustan Times, and has been adorned by Bollywood's elite

 

Gursakhi is a TedX speaker and guest faculty at Domus Academy, Milan, and London College of Fashion. She has been acknowledged as one of the key sustainable fashion brand founders by Vagabomb, Grazia India, YourStory. She was awarded the Inkpot Achiever's Award by Akhilesh Mishra and Shashi Tharoor for her contribution in promoting textiles beyond India. Gursakhi is also incubated as one of the three designers for Project Aatman by the Ministry of Culture, GOI, to showcase her work at the Galleries of Red Fort, New Delhi.
Harnessing experiential currency for transformative brand influence, Gursakhi has collaborated on successful campaigns with PeeSafe, HP, VIVO, Google, H&M, Cred, and other women-led enterprises, telling impactful brand stories.
With a community of 50k+ across social media platforms, Gursakhi demonstrates thought leadership and has built her strong "Category of One." She is passionate about exploring the interrelationship between psychology, sustainable fashion, and its impact on design economics.

 

Gursakhi is also a performing artist and musician, having performed thrice at Rashtrapati Bhawan for Hon. Abdul Kalam, Sonia Gandhi, Narendra Modi, Manmohan Singh, Pranab Mukherjee. She received a full-time scholarship to study music at Trinity College, London. Gursakhi has also been honored with the prestigious Rafi Award by Padmani Kolhapure, Lata Mangeshkar, and Lakshi Kaant Pyaar Lal ji. Additionally, she was the runner-up in Sa Re Ga Ma Pa, Little Champs.