Ambica Chaudhry Threads of Tradition

Ambica Chaudhry, Founder and CEO of Peeli Kothi, shares insights into her entrepreneurial journey, highlighting the key roadblocks along the way.

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She also sheds light on the richness of the traditional Indian handicrafts industry and the importance of keeping it alive and thriving.

What inspired you to step into the world of entrepreneurship and launch your own brand?

Peeli Kothi actually started as a personal project—just a hobby of sourcing and styling clothes for friends, family, and myself. Over time, I found myself building relationships with artisans and weavers across the country, and the idea of creating something more intentional began to take shape. I've always had a deep love for Indian design, especially traditional couture like sarees, which, to me, carry a sense of history and storytelling. Eventually, in 2018, I took the leap, left my job, and decided to give it everything. What started with a small collection of sarees showcased at an exhibition has now grown into a full-fledged store. It was a leap of faith, but one deeply rooted in passion and purpose.

What drives your passion for traditional handlooms, and how do you keep the legacy alive?