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What is the name of your brand and what does it stand for?
The name of our brand is CHOYAL. It stands for slow, thoughtful, and handcrafted fashion that blends rural heritage with contemporary design. CHOYAL represents timeless clothing crafted with care, celebrating the beauty of handmade work.
When was it founded, and what inspired its beginning?
CHOYAL was founded in 2023, inspired by the founder's roots in rural India and a deep love for traditional crafts. The journey began with a desire to empower artisans while creating clothing that feels personal, meaningful, and sustainable.
What makes your brand uniquely Indian?
What makes CHOYAL uniquely Indian is its direct connection to rural women artisans, the use of craft-inspired embroidery and crochet, and stories drawn from villages of India, presented in a modern, wearable form.
Who is the founder?
The founder of CHOYAL is Sachin Choyal, a fashion designer with a strong background in surface development, embroidery, and craft-based design. He has completed his Master's in Fashion Design from The Design Village, Noida, and has years of experience working closely with artisans.
What inspired you to start this brand?
His inspiration to start CHOYAL came from growing up in a village in Rajasthan and witnessing the skill and artistry of rural women. He wanted to give these crafts a new platform while creating modern clothing rooted in tradition. Sachin has a personal connection to rural crafts and the women who carry forward these traditions, making CHOYAL an authentic reflection of his heritage.
Can you tell us about the team behind your label?
The CHOYAL team is small but deeply passionate, focusing on design, production, marketing, and storytelling. Our artisans, especially rural women, form the heart of the brand. We work directly with local artisans and karigars, ensuring fair wages and consistent work opportunities. We aim to create a community that values craft and sustains traditional skills.
Are there any people or partnerships you'd like to credit or highlight?
We credit our artisans and rural craft clusters as our core partners, without whom CHOYAL would not exist.
What kinds of textiles, weaving, dyeing, or embroidery techniques does your brand use?
CHOYAL uses hand embroidery, crochet, and appliqué techniques, combined with breathable cotton fabrics. Each piece tells a story, whether it's through playful animal motifs like rabbits, elephants, and ducks, or traditional embroidery techniques passed down through generations. Our materials are locally sourced, natural, and produced in small quantities to avoid waste.
How do sustainability, slow fashion, or ethical practices show up in your brand?
Sustainability and slow fashion are at the core of CHOYAL. By working with rural women and small craft clusters, we create ethical employment while promoting eco-conscious clothing. Our production is made-to-order or in very small batches, ensuring zero excess inventory and minimal waste. Buttons are made using leftover fabric scraps, and packaging is designed to be eco-friendly and simple.
How would you describe your design philosophy or signature style?
CHOYAL's design philosophy combines playful details with minimal silhouettes. We focus on straight, loose-fit shirts that are comfortable, timeless, and versatile. Our muse is anyone who values handcrafted clothing, regardless of gender --- our clothes are unisex and universal. Tradition blends with modernity in every piece: rural-inspired motifs are reimagined in fresh, contemporary ways.
What does Made in India or Born in India mean to you personally?
For us, Made in India means honoring the rural craft legacy and presenting it with pride on global platforms. It is about creating fashion that celebrates Indian artisanship while being modern and relevant. Rajasthan's villages, their culture, and craft traditions are the biggest influences on our work.
What is your vision for the future of your brand?
Our vision for CHOYAL is to build a global presence for rural Indian craft, making it relevant and desirable in contemporary wardrobes. We are excited about new collaborations with retail stores, future exhibitions, and expanding our collections with more handcrafted designs.
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