Originating in the royal courts of Rajasthan, Gota Patti was employed to decorate the attire of the privileged and powerful. It is believed to have developed when Mughal and Persian artisans travelled to India, sharing their expertise.
Creating Gota Patti involves meticulously cutting and shaping golden metal ribbons into a series of loops and curves, then skillfully stitching them onto fabric to create a texture and sparkle unique to Gota Patti’s aesthetic. This meticulous and labour-intensive process is typically executed by artisans trained in the craft.
Handcrafted with precision, even a small piece of Gota Patti work can take numerous hours to complete. Gradually, the Gota Patti work evolved under the influence of Zardozi Dabka, a metal embroidery technique.
In contemporary times, Gota Patti is a prominent feature in traditional Indian garments, especially in lehengas, sarees, and kurtis.
Sadly, high-end brands and middlemen sell Gota Patti work at heavily inflated prices due to their appeal to tourists. In this industry segment where heavy markups are commonplace, Jaipur-based Sidhi Garg’s principal strategy was affordability.
“When I visited local markets, I learnt that there are a lot of agents who sell the handwork but they are robbing people in the name of intrinsic value. Customers are being charged as high as Rs 14,000 per fabric piece. I did not find it ethical,” she adds.
The former techie went on to launch her startup ‘Kurta Ghar’. Her strategy involved promoting traditional techniques of her beloved Rajasthan, but at a price point tailored for the everyday customer, shattering the notion that these artistic treasures should be reserved for the elite.
Transitioning from IT to entrepreneurship
It was in 2022 that Sidhi, a software engineer by profession, took a leap of faith to intertwine her technical acumen and artistic flair in founding Kurta Ghar.
As a software engineer for seven years, Sidhi worked rigorously in the IT sector as a senior sales operation head in Jaipur. She initially left her job in IT to assist in her sister’s finance business, helping to expand it before making another daring career switch.
Despite a successful career, she harboured a passion for the arts, particularly watercolour painting, which she had been nurturing since her childhood.
After her marriage in 2021, she took the plunge into the world of entrepreneurship without any experience in the textile industry — a challenge she embraced with determination.
Her entrepreneurial endeavour reflects a deep connection to her Rajasthani heritage and an acute observation of market dynamics. Having observed a gap in the market for accessible traditional wear in major Indian cities, especially Mumbai and Delhi, she envisioned a brand that would not only bridge this gap but also promote the richness of Rajasthani culture across India.
Sidhi’s talent and understanding of colour combinations laid an enduring foundation for what would become Kurta Ghar.
The journey began with modest financing. An initial investment of Rs 7,000, primarily from her savings, was used to procure kurti suits. This marked her first foray into the market. This financial leap illustrated her cautious yet optimistic approach.
Sidhi’s background in sales and operations proved invaluable as she navigated the challenges of the new business. Her experience in graphic designing, which included a certification in the field, gave her an edge in marketing and promotion strategies. Hence, the allure of Kurta Ghar’s offerings extends beyond the product, captivating prospective buyers with visually engaging presentations.
Taking Rajasthan’s art to the global market
Sidhi’s startup carries the essence of her vision — making the intricate Gota Patti and Zardozi work accessible and affordable.
“We ensure that each piece reflects the rich traditions and elegance of Gota Patti and Zardozi needlework. Typically, these works are characterised by their intricate detailing and are applied using gold or silver-coloured ribbon to embroidery on fabric. We use zari laces, cutdana (beads) and the gotta ribbon is made from polyester. These crafts can transform simple garments into opulent attire perfect for special occasions and festive gatherings,” she shares.
Sidhi’s intent was not only to sell clothing but to preserve and promote these centuries-old handicrafts. She immersed herself in learning the intricacies of the craft, regularly visiting markets to identify trending materials and colours. Her direct involvement extends from design conception to engaging with artisans, ensuring the authenticity and quality of each piece.
The brand’s inventory spans unstitched suits, saris, and other traditional attire, with products typically starting from as low as Rs 1,995. This deliberate pricing decision allows customers from varying economic backgrounds to partake in the beauty of Rajasthani craftsmanship.
While initially dependent on Instagram for visibility and sales, Kurta Ghar has been steadily expanding its digital presence. Her work has gained popularity beyond India to international clients from countries like Canada, the US, and Australia.
Jaipur-based Ayushi Agarwal has been regularly purchasing suits from Kurta Ghar. “So far, I have purchased 11 suits and one saree from the startup and I couldn’t be more satisfied. What I appreciate most are their unique designs and color palettes. Just two days ago, I wore a suit and received compliments from many people. One of my friends was so impressed that she purchased three suits from them.”
“I am quite knowledgeable about gotta patti work, and I’ve found that Kurta Ghar offers it at very affordable prices compared to other shops and online markets. I continued to shop there as my first purchase gave me confidence in the authenticity and quality of their products,” she adds.
On average, Sidhi is able to manage about 200-300 orders in a month from her website, clocking an annual revenue of about Rs 30 lakh. While today, Sidhi is receiving orders from across the country, the journey has not been without its hurdles.
She navigated the initial lack of expertise in textiles, relying on firsthand market interactions to shore up her knowledge. Furthermore, as a woman founder, she has adeptly handled scepticism and built trust with both artisans and customers.
Despite the challenges, Sidhi is unequivocal about the happiness her venture brings. If asked, Sidhi would cite her ability to balance home and work life as a core contributor to her success.
The artistry of Gota Patti and Zardozi Dabka find a new home in Sidhi’s hands. “I started the business with a mere Rs 7,000 and a grand vision. If we weave passion and perseverance together, we can truly create something extraordinary,” she adds.
Edited by Arunava Banerjee; All photos: Sidhi Garg.
