KashidaKari: A Mother-Daughter Run Business that Celebrates India’s Rich Craftsmanship

Sometimes the biggest of adventures start with a leap of faith. Just like a homegrown brand did, when a mother and daughter from Jammu decided to break free from their routine and began a journey of celebrating the threads and designs of India. KashidaKari—meaning embroidery—pays homage to the intricate needlework practised by the artisans of India. 

Although founded in 2024 by Shalini Dogra and her daughter Nilansha, the seed of this clothing brand from Gurgaon was planted years ago, nurtured by Shalini's keen eye for quality Indian wear and her extensive travels across the country due to her husband's naval career. "Mom always dreamt of starting her small business someday, but the timing never came through," shares Nilansha. "Somehow, in September 2024, I was resigning from a job, and together we dreamt of the same thing—the timing finally aligned, and we decided to go for it, keeping just one quote in mind, 'Joh hota hai acche ke liye hota hai' (Whatever happens, happens for the best)."

The brand was born out of the urge to display the rich tapestry of India's textile tradition, but with no business background. They are the first ones in their family to take this leap into business and have been learning along the way. Dogra says, "We don't have any repository, so we're making our own records, finding vendors, sourcing materials, travelling to different places, and meeting artisans directly.” From Udaipur to explore local specialities, to recent trips back to Jammu to connect with local karigars (craftsmen), they have been doing it all by themselves. 

Putting this knowledge and experience into practice, the entrepreneurs, native to Jammu, naturally began their journey with Kashmiri Winter Wear, introducing Phirans, Upadda Silk Tilla Suits, and Stoles to their initial collection. "We started with what we knew best—Kashmiri winter wear," explains Nilansha. But it was not at all easy to drive sales. Like any startup, KashidaKari faced its share of hurdles. Building an audience and establishing trust in the crowded online marketplace proved particularly challenging. "Getting orders initially was probably the toughest of all because a lot of people showed interest, but it didn't convert into orders,” shares the co-founder. The digital landscape presented its own challenges. "Scams are also so prevalent these days. I fell into an online scam myself where someone who was acting as a customer scammed me," Nilansha shares, highlighting the learning curve they've navigated.

View this post on Instagram

A post shared by KashidaKari | Indian Ethnic Wear | Jammu (@kashida_kari_)

As seasons changed, their business picked up and they expanded their catalogue to include summer kurtas and co-ord sets. Along the way, they introduced a Jaipuri Summer Collection featuring cotton suits, kurtis, and dresses. This collection was displayed in their first exhibition at Amity University, Noida, in February and received an immense response from customers, a major breakthrough for the business owners navigating their space. 

Being first-timers, the mother-daughter dynamic brings a unique synergy to KashidaKari. "It is honestly fun to collaborate with my mother," Nilansha says with evident enthusiasm. "We have fun packing orders, sometimes shoot our products together, and we are aware of each other's strengths, so we build on that together."

As KashidaKari moves forward, they plan on expanding their reach, adding new textiles to their collection, and deepening their understanding of customer preferences. "We plan to expand into other parts of the country and add several new textiles," the entrepreneur reveals. "Mom and I have always shared a great passion for sarees, but we still haven't added any to our catalogue because we wanted to be sure of what we start with. Something is coming, and I'm super excited for that."