Inside The Kunj, Delhi’s New Craft Hub is Brewing

The Kunj, inaugurated by Union Minister of Textiles Giriraj Singh, represents a transformative government initiative aimed at boosting India's handloom and handicraft exports whilst increasing artisans' monthly incomes to Rs 15,000-20,000. Located strategically in Vasant Kunj, this flagship retail and cultural destination serves as more than a marketplace—it's a concentrated effort to bridge the centuries-old gap between India's craft heritage and contemporary commercial success.

"The Kunj is a remarkable initiative by DC Handlooms and the Ministry of Textiles that holds immense potential for India's craft economy," explains Pratyush Maurya, founder of sustainable fashion label Pieux. "For artisans, it provides a much-needed platform to showcase and sell their creations directly." The three-month inaugural programme features rotating exhibitions, live demonstrations, artisan-led workshops, and cultural performances, creating an immersive ecosystem where heritage meets innovation.

"Government has made an effort, now it's on us to make it work out," reflects Lara Chandra from Mirasi, highlighting the collaborative responsibility between state support and artisan entrepreneurship.

The New Craft Entrepreneurs

At The Kunj, emerging brands are redefining what Indian craftsmanship means in the 21st century. These aren't traditional cottage industry offerings—they're sophisticated, globally conscious enterprises that respect heritage while embracing innovation.

Pratyush's Pieux exemplifies this evolution, focusing on "innovation, circularity, and the crafts of India" through designs that merge "global fashion sensibilities with Indian textiles, crafts, and innovative materials". For them, The Kunj represents their "very first store", opening "exciting possibilities for collaborations with like-minded brands".

Iba Mallai from Kiniho Clothing addresses a persistent challenge: "Majority in India still underrate crafts and don't consider craft products as premium". The new space helps "boost the standard of craft products" by creating a context where consumers can "truly see the value that goes into the craft and are willing to pay more".

From the Northeast, Nengeithem Henga from Runway Nagaland brings a unique perspective. "The Kunj's new opening will create a stronger bridge between craft makers and conscious consumers," explains their founder. "It will generate demand for authentic, artisanal products while empowering artisans with better market access, fair value, and recognition." For them, the platform "allows us to represent Nagaland jewellery within the broader Indian jewellery landscape, offering the world a chance to discover the rich heritage and artistry of our traditions."

Deepika from Boriya Basta describes The Kunj as "a very nice and highly curated platform" where both the craft community and designers can find "a dedicated audience who are very sure to value and appreciate the work."

Luxury Redefining in Craft

The Kunj's location adjacent to DLF Emporio, where international luxury brands like Versace, Cartier, and Bvlgari reside, creates a powerful juxtaposition that positions Indian handmade products as premium lifestyle choices rather than ethnic curiosities.

"For a general audience, Kunj has redefined luxury," observes Lara. "Anywhere you feel you belong is a luxury for me. Kunj is a different kind of luxury than an Emirates mall, Gucci or Prada. The feeling of belonging is there." This proximity elevates craft products through association with established luxury retail environments, whilst offering conscious consumers an alternative to mass-produced luxury goods.

"Taking part at The Kunj is a great opportunity for my brand to reach the right type of clientele who are willing to learn about the product we offer," says Iba, highlighting how the sophisticated retail environment attracts customers who "understand the value of what we do and are willing to pay for the value."

The Runway Nagaland founder notes how the platform has "significantly enhanced our visibility among a wider audience of craft enthusiasts and potential collaborators. It has also given us the valuable opportunity to connect in person with clients we had previously only interacted with online".

Building Tomorrow's Craft Economy

India’s craft economy is massive yet often undervalued. According to the India Brand Equity Foundation (IBEF), handicraft exports reached Rs. 31,095 crore (approximately US$3.8 billion) in FY 2024. The domestic market was valued at US$4.28 billion in 2023 and is expected to nearly double by 2032. Market analysts at IMARC Group further project growth from US$4.56 billion in 2024 to US$8.19 billion by 2033. Meanwhile, Grand View Research estimates the sector at US$47.8 billion in 2024, with a likely rise to US$71.3 billion by 2030. 

Behind these figures are millions of livelihoods—IBEF estimates over 7 million artisans directly employed in handicrafts, with informal and seasonal workers raising that number to nearly 200 million people. With 744 registered clusters producing more than 35,000 unique products, India’s artisans are sustaining one of the world’s largest craft traditions, yet still rely on platforms like The Kunj to secure visibility, fair valuation, and global relevance.

The Kunj's mission extends beyond immediate commercial success to long-term cultural preservation and economic transformation. "Children can learn how their heritage crafts are made through Kunj-organised programmes and workshops, understanding where they belong and their craft belongs," explains Lara.

Pratyush sees broader implications: "For younger generations of artisans, such a platform highlights the richness and potential of their heritage, motivating them to carry forward their generational knowledge with pride." The Runway Nagaland founder envisions The Kunj "becoming a meeting point for ideas, people, and possibilities in the craft sector. It offers recognition, global visibility and collective growth. It's not just a market, but a space where artisans find due recognition as respectful professionals".

Deepika positions The Kunj as "a perfect spot to revive, experiment and reinstall any and every form of craft practice across India." The space functions as both a marketplace and a laboratory, where traditional techniques can evolve and new applications can be explored.

"At Runway Nagaland, we believe that every art and artisan deserves a spotlight of its own," explains their founder, "and this deeply aligns with The Kunj's mission. What excites me most is how The Kunj reimagines crafts and retail not just as something niche, but as something alive, relevant, and celebrated."

"Kunj can be the next spot in terms of recommendation and not just cottage industry at Baba Kharak Singh Marg, Fabindia stores or Dilli Haat," predicts Lara. "For decades, we have been hearing these spots; now there's a new name here."

The success of The Kunj could establish a new model for craft retail across India—one that combines government support, sophisticated curation, strategic positioning, and genuine artisan empowerment. As these founders navigate this new landscape, they're not just building businesses; they're reshaping how India's craft heritage integrates with its economic future.