Tjori, an artisanal lifestyle brand from the heart of Delhi-NCR, is emerging as a player in India’s booming direct-to-consumer (D2C) fashion and lifestyle sector. Founded in 2013 by Wharton graduate Mansi Gupta, Tjori is on a mission to bring India’s age-old crafts and textiles to the forefront of modern fashion, blending tradition with modern design for the multinational consumer.
Origins and Vision
The global success of brands like Zara inspired the genesis of Tjori. Founder Mansi Gupta recognized a gap in the market for authentic Indian handicrafts presented in a modern context. Starting with a modest investment of Rs 10 lakh, Gupta set out to create a multi-category, online-first brand that would cater to apparel, wellness, home, and mother-and-child segments, all focusing on India’s rich artisanal heritage.
Tjori’s motto, “Everyday Ethnic,” encapsulates its core philosophy: to make traditional crafts accessible and relevant for the modern Indian and international consumer. The brand collaborates with artisans and designers from across India and beyond, curating handcrafted collections that reflect both heritage and innovation.
Product Portfolio and Market Reach
Tjori’s offers women’s wear, footwear, bags, accessories, jewelry, children’s wear, home décor, and organic wellness products. The brand’s commitment to quality and authenticity has attracted a global audience, making it establish a presence in over 195 countries and achieve annual revenues reportedly touching Rs 50 crore by 2019.
Initially an online-only venture, Tjori used its proprietary e-commerce platform and social media channels to reach customers worldwide. Recognizing the value of physical retail, the company announced plans to open its first offline store in New Delhi, aiming to provide customers with a tactile, immersive brand experience while maintaining its robust online presence.
Funding and Strategic Partnerships
Tjori raised Rs 1.5 crore from family and friends in 2017, followed by pre-Series A funding in 2019 to support its omnichannel expansion. In August 2019, Tjori secured $700,000 (Rs 4.65 crore) in a funding round led by investors from India and the Middle East, bringing total external funding to over $1 million.
An important moment came in 2021 when Hindustan Times, one of India’s leading media houses, invested Rs 16 crore in Tjori. The collaboration granted Tjori access to the HT Shop platform, opening new avenues for customer engagement and sales.
Navigating Challenges and the Road Ahead
Like many D2C brands, Tjori faced challenges during the COVID-19 pandemic, but its agile, online-first model allowed it to weather the storm and continue building its niche. The brand’s focus on blending traditional Indian craftsmanship with modern sensibilities has helped it well in a market increasingly valuing authenticity and sustainability.
Looking forward, Tjori aims to further expand its offline footprint, increase its global reach, and continue educating consumers about the cultural glory of India through its products. With strong investor backing and a clear vision, Tjori stands as a proof to the power of Indian entrepreneurship in the global fashion and lifestyle arena.
“Tjori as a brand works at bringing the best of traditional crafts and wisdom with a modern twist. In partnership with HT and its various media channels, we will be able to put Tjori at the forefront of the fashion industry.”
— Mansi Gupta, CEO, Tjori
ALSO READ : Karagiri: Stitching India’s Heritage into the World’s Wardrobe
