Our Story

Once upon a time, not too long ago, the journey of Label-‘JUHI MALHOTRA’ began in the summer of 2014. From its humble beginnings in a 2 bedroom apartment, the brand today retails across multiple designer stores in Goa, Mumbai, Pune, Delhi, Bengaluru, and New Jersey and has a devoted and enthusiastic clientele. ​

The brand's mission is to redefine sustainable and hand-crafted fashion choices for people, offering products that express creative and artistic joy to all who wear them. The standout feature of the range is the use of handmade fabric, crafted from weaving and pasting cotton cords - a technique developed by the founder during her college days. In addition, the brand collaborates with artisans from Kutch, who keep ancient techniques alive in their work.

The response from clients has been overwhelming, and the label now employs over 10 women who work out of two studio-cum-workshops in Delhi & Mumbai. For the past nine years, the brand has been winning hearts and continues to deliver on its motto "Weaving cords into fabric and dreams into reality".

About the Founder

Juhi Malhotra is a Fashion Design graduate from Pearl Academy of Fashion, Delhi. An artist by heart and a designer by profession, her story of becoming an entrepreneur and launching her label took roots early on in her childhood. Her mother's creative and artistic talents inspired her greatly which led her to turn her passion into a profession. During her college years, she developed a unique handcrafted textile which became the genesis of her brand.

Before starting her label, Juhi worked for Manish Arora, where she led the 'Fish Fry' line and other international collaborations for the brand. In the summer of 2014, with the support of her family and modest savings, Juhi launched her brainchild - Label 'JUHI MALHOTRA'.

Juhi's brand is a true expression of her love for art and color, radiating joy, beauty, laughter, and innocence. She is committed to preserving Indian art and crafts through workshops on craft and sustainability at various corporates, schools, and colleges. She is also involved with an NGO where she guides underprivileged children towards their chosen path by imparting creative skills. Juhi understands the importance of giving back to society, and her brand reflects this commitment.

About the Technique

This unique technique, called DORI WORK, is the backbone of the label and has become the brand's hallmark, defining its identity and setting it apart from the rest.

DORI WORK involves weaving or pasting together cotton cords, reinforced by hand-sewing and stitching, to create a stunning array of products ranging from jewellery and bags to home décor and apparel. The embroideries are a beautiful fusion of Indian graphics and traditions, crafted by young women trained in hand skills at the label's workshop.

This technique not only elevates the beauty of the products but also embodies the brand's commitment to preserving traditional handcrafting methods.