About us
'Sandook' dates back to thousands of years in history. It was meant to carry and store not just one’s belongings but to safe keep the valuables, the invaluable and everything memorable and cherishable. The essence of Desi Sandook is ‘return to the roots’ to contemporize and reposition ethnic fashion in the heart and minds of the independent Indian women. It will remind you of our old, regal fashion.
Every single product of ours is personally handpicked by us from the different nook and corners of India, thereby ensuring unmatched quality and reliability for our customers. The unique style of our products makes our customers stand out. By cutting out the middlemen we are able to ensure that our customers get quality and premium products at reasonable prices. This also gives the small, village-based artisan community a platform to showcase their rich and elegant products to the large Indian customer base.
What started as a occasional hobby, is now a full blown profession. It’s the continuous love and support of our 10,000+ Desi Sandook community that made this journey possible. Nothing gives us more joy then to see the happy and smiling faces of our customers. We would like to sincerely thank all our Desi Sandook community for showering us with so much love and faith. We promise to you that we will continue to strive hard to delight you, surprise you by delivering on our brand promise.
Keep up the faith
Your Truly
Kritika & Suruchi
Founders
Kritika was born and brought up in a family of entrepreneurs in the small town of Alwar (Rajasthan). Driven by a dream to explore broader world, she earned her Bachelor’s from Delhi University and completed her MBA from IBS, Hyderabad.
Kritika found her passion in the world of event management at QED communications where she was responsible for putting together the best corporate events for leading brands like of Reckitt Benckiser, Yamaha etc. After having spent about 5 years with QED, the entrepreneur in her finally won when she decided to take the plunge into entrepreneurship last year by opening her online first, ethnic clothing label called ‘Desi Sandook’ – a return to the roots. As a member of ‘WE’ she is also helping her fellow women entrepreneurs by sharing idea/insights from her own corporate and entrepreneurial background.
Besides being an entrepreneur Kritika is a doting mother to her 4-year-old son and a loving wife. A happy-go-lucky person, she likes to unwind by going on long drives and listening to peppy music and dancing.
Suruchi was raised in an army family. Her father’s constant changing posting meant that she had an opportunity to live, enjoy and experience the rich cultural diversity of India, from Srinagar in the North to Cochi in the South. Always interested in textiles and fashion and urge to do something for the society led her to IICD (Indian Institute of crafts and Design) in Jaipur where she completed her undergraduate programme in textiles. During her undergraduate studies she also had the opportunity to work closely with NGO’s like Sewa, Sadhna. She further pursued her interest in textiles and fashion and earned her MBA from Institute of Apparel Management, Gurgaon.
Suruchi spent her post MBA years working as a merchandiser at a leading Buying house – Impulse where she developed a keen understanding of latest fashion trends and serviced some of the leading international women brands. Last year, her entrepreneurial instincts took over and she decided to put her fashion experience for personal use by co-founding Desi Sandook.
Besides, being an entrepreneur Suruchi is a foodie and has a keen aesthetic eye for photography. She loves to meet new people and wants to spread the word all over the world for Indian textiles and artisans.