In an age of digital distractions and fast-paced living, one woman has built a serene space, both physical and emotional, that invites people to slow down and reconnect with the tactile joy of design. Aditi Lunkad, founder of Chaarpai, has transformed a childhood love for stationery and interiors into a beloved Indian lifestyle brand that blends tradition with contemporary aesthetics.
From Design Desk to Dream Brand
It all began as a college assignment.
During her second year studying interior design, Aditi was tasked with creating a brand and its full suite of stationery, logos, envelopes, stickers, and more. Inspired by her growing interest in furniture and traditional Indian design elements, she christened her brand “Chaarpai,” after the humble woven cot found in countless Indian households. This wasn’t just a name; it was a metaphor for rootedness, rest, and reflection, themes that would echo throughout her creative journey.
The assignment soon sparked something bigger. Encouraged by her father, who nurtured her early love for paper, pens, and creativity, Aditi began taking Chaarpai to design exhibitions in Raipur and Mumbai. With each event, her confidence and the brand’s identity, grew stronger.
Building More Than a Store
When it was time to launch a physical store in Raipur, Aditi didn’t hire a design firm. She rolled up her sleeves and did it herself. Starting with a bare space, she designed a minimal, all-white store where every product could stand out like a piece of art. The attention to detail, from lighting to furniture to layout—transforms the space into a live gallery of her vision.
“The journey wasn’t easy,” she shares candidly in a LinkedIn post, “but the love and admiration the store has received make it all worth it.”
That admiration is well-earned. Visitors describe the Chaarpai store as calming, creative, and full of thoughtful detail, a physical manifestation of Aditi’s design values. From logo placement to lighting angles, nothing is accidental.
When God Sends a DM
The entrepreneurial path is never linear, and Aditi doesn’t shy away from sharing her vulnerable moments. One night, curled up in bed, she questioned whether she had made a mistake devoting her life and finances to this dream. Then, a message popped up: a direct order from none other than Sonam Kapoor, requesting Chaarpai’s journals.
“God really said, ‘girl, get up,’” Aditi recalls. The message, humorous and heartfelt, became viral among her followers, a reminder of how small wins can reignite belief.
A Brand with a Backbone of Thought
At Chaarpai, aesthetics are essential, but functionality is non-negotiable. The team agonizes over margins, line spacing, binding textures, and even how the paper feels as it turns in your hand. “There have been hundreds of products we nearly released but didn’t, because they didn’t pass the functionality test,” Aditi explains.
This philosophy stems from a decade-long relationship with customers. Chaarpai doesn’t just design for users, it learns from them. Every product is born from feedback, trial, and deep observation.
The results? Journals and planners that people don’t just admire, they use, mark, tear, highlight, and live with.
Why ‘Chaarpai’ Resonates
What started as a college prototype is now a registered trademark and a cult name in the Indian stationery and design space. But its deeper success lies in how personally people connect with the brand. The name “Chaarpai” evokes nostalgia. The designs evoke simplicity. And Aditi’s story evokes a kind of honesty that stands out in a market saturated with glossy, hollow branding.
Even the brand’s original logo, a “4” shaped as a chair and “pai” as a table, spoke to her love for functional furniture and storytelling through design. “We don’t create products to sit pretty on shelves,” she says. “We want you to fill them with your silliest and deepest thoughts.”
More Than Just Paper
Chaarpai isn’t just about notebooks or journals. It’s a statement on the power of intentional living. Aditi’s story shows what happens when talent meets perseverance, and when vulnerability is treated not as weakness, but as a bridge to connection.
In an era where many brands chase viral moments, Chaarpai thrives on something slower, deeper, and more enduring: trust.
As Aditi says, “We love seeing our products in the wild. Scribbled on. Highlighted. Torn. Just… used.”
If you’re in Raipur, don’t miss a chance to step inside the white-washed haven Aditi built from scratch. And if you’ve used Chaarpai products, know that you’re part of a community stitched together by design, memory, and a little bit of magic.
Here’s to more paper, more stories, and many more milestones.
Also Read: Can Selling Achaar Be a Successful Business for Women?
