Chanakya Steps Into the Spotlight

From Chanakya to Global Reach: Dior and Prada's Favorite Embroidery House Launches Its Own Ready-to-Wear Brand

Arishma Swale, one of the founders of the choir

In a strategic move aimed at transforming its craftsmanship from a "behind-the-scenes partner" into a leading brand, Chanakya, the Indian embroidery and textile house that supplies fashion giants like Dior, Prada, and Gucci, is preparing to launch its first ready-to-wear collection under the brand name "Chorus."

From Mumbai to Paris: The Global Roadmap

Following its successful debut in India last November, Chorus began its global expansion this week with the opening of a dedicated showroom in Paris for international buyers, paving the way for its official global launch by next May.

Luxury and Pricing: Between Everyday and Red Carpet

The new brand offers a diverse collection that blends contemporary style with authentic Indian craftsmanship, with prices as follows:

The Ready-to-Wear (RTW) Collection: Starting at $300 and reaching $5,000, it features asymmetrical white shirts, pleated skirts, and square bomber jackets.

The Chorus Edition Line: Designed for luxurious occasions and grand events, prices range from $5,000 to $35,000, depending on the precision and quality of the handwork.

Craftsmanship as a Lifestyle, Not Just an Occasion

Karisma Swale, Creative Director of Shankya and co-founder of Chorus, stated that the brand was born from a desire to share the beauty of teamwork with the world. She added in statements followed by "Al-Tahrir Studio": "In India, handicrafts are not just for special occasions; they are part of our daily lives. We want to make crafts something the world enjoys in the details of their everyday lives."

The Arabian Gulf in Focus

The brand aims to expand in the UK and Europe (especially France and Italy), but it prioritizes the Arabian Gulf region within its Asian expansion plan, given the region's deep appreciation and understanding of fine handicrafts. The brand plans to open stores offering a "complete experience," including wellness centers and branded cafes.

A Rich History and International Connections

Founded by Karishma Swali's father in 1984, Shankya has since become the secret partner of major fashion houses such as Saint Laurent, Valentino, and Fendi. Karishma Swali also has a strong professional friendship with Maria Grazia Chiuri (currently the creative director of Fendi and formerly of Dior), with whom she has collaborated on major projects, most notably Dior's historic show in front of the Gateway of India in Mumbai in 2023.