In the summer of 2014, Label JUHI MALHOTRA was born from a simple yet powerful vision: redefine sustainable and hand-crafted fashion choices for people. What began in a modest 2-bedroom apartment has evolved into a celebrated brand that now graces designer stores across Goa, Mumbai, Pune, Delhi, Bengaluru, and New Jersey, building a devoted community of conscious fashion lovers.

Each piece we create is an expression of creative joy, designed to bring that same sense of wonder and authenticity to those who wear it. At the heart of our craft lies a unique technique developed by our founder during her college years—weaving and pasting cotton cords to create entirely handmade fabrics that tell their own story.

We're equally passionate about preserving heritage crafts. Through partnerships with skilled artisans from Kutch, we help keep traditional techniques alive while supporting the talented women who are the guardians of these age-old practices.

For ten years now, we've remained true to our founding motto: "Weaving cords into fabric and dreams into reality."

About the Founder

Juhi Malhotra's creative journey began in her childhood, inspired by her extraordinarily artistic mother. A graduate of Pearl Academy of Fashion, Delhi, she developed her signature handcrafted textile technique during college—an innovation that would define her brand.

After gaining valuable experience leading the Fish Fry line for Manish Arora and managing international collaborations, Juhi launched Label JUHI MALHOTRA in summer 2014 with modest savings and immense family support.

Her brand embodies artistic expressions of joy, beauty, and vibrant color. Beyond fashion, Juhi champions Indian arts and crafts through workshops at corporates and educational institutions, while mentoring underprivileged children through NGO partnerships.

For Juhi, every piece tells a story—bridging heritage with innovation, tradition with self-expression.

About the Technique

What began as a creative experiment with simple cotton cord (Nadha) during Juhi's college days has evolved into the defining signature of Label JUHI MALHOTRA. Over 10 years of continuous innovation, this technique has transformed from a student's curiosity into the brand's unique identity.

DORI WORK is our proprietary method of weaving and layering cotton cords, then reinforcing them through meticulous hand-sewing and stitching. This process creates distinctive textures and structures that form the foundation for our diverse range of jewelry, bags, home décor, and apparel.

Each piece is enriched with embroideries inspired by vibrant Indian graphics and traditional motifs.

From a simple cotton cord to an extraordinary canvas for self-expression—this is the magic of DORI WORK.