What Tjori does

Tjori is an India-based direct-to-consumer e-commerce brand operating under AM Webshop India Pvt Ltd, selling handcrafted ethnic apparel, accessories and Ayurvedic skincare through its own Shopify storefront at tjori.com. The company was founded in 2013 in Delhi-NCR by Mansi Gupta and operates three labels: the core Tjori brand (kurtas, sarees, dresses, co-ord sets, kidswear, menswear and home décor built around traditional textile crafts such as handblock printing, kalamkari, ikat and ajrakh), the Saagah accessories sub-brand (footwear, jewellery and bags, housed in a separate entity Saagah Mart Private Limited), and Urtth (Ayurvedic skincare under the Rooted Rituals line). Manufacturing is made-on-order through a network of more than 500 artisans, which lets the company offer a broad assortment without stocked inventory and price points ranging from ₹369 to ₹6,999.

The business model is straightforward retail e-commerce: one-time unit-priced transactions, free shipping above ₹1,499, frequent 10–80% discounting, multi-currency checkout (INR, USD, EUR, GBP, JPY, AUD, CAD), and content marketing through the in-house 'Fashion Chronicle' blog plus email and SEO. Go-to-market is product-led, leveraging distinctive craft design, seasonal collections (Summer '26 pre-order, Festive pre-order) and the Hindustan Times media partnership signed in July 2021 (Rs 16 crore equity investment) to drive brand awareness in India and with the Indian diaspora abroad. The company has no proprietary technology stack beyond a standard Shopify storefront, no mobile app, no API, and no disclosed AI capabilities.

Tjori has raised approximately $2.85M in disclosed funding across two rounds (a 2019 HNI/McKinsey round of roughly $700K and the 2021 Hindustan Times round of ~$2.15M), operates with 11–50 corporate employees alongside 500+ artisans, and serves Indian consumers as its primary segment with stated ambitions for global expansion through the HT media partnership.

Name

Tjori

Legal name

AM Webshop India Pvt Ltd

Website

https://tjori.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Tjori is an India-based DTC e-commerce brand selling handcrafted ethnic apparel, accessories (Saagah) and Ayurvedic skincare (Urtth) through its own online storefront, serving Indian consumers and the diaspora with made-on-order production from a 500+ artisan network.

Ownership category

akta.pro rank

Headquarters

HQ city

Delhi

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Direct E-commerce Retail: Tjori generates revenue through direct-to-consumer e-commerce sales of handcrafted ethnic wear, footwear, accessories, and home decor via its online storefront at tjori.com. The business operates on a one-time transaction model with products manufactured upon order placement. The company offers made-to-order products with return/exchange capabilities within 24-48 hours of delivery. Revenue is derived entirely from product sales with no subscription or recurring revenue component.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Tjori is an Indian artisanal ethnic fashion and lifestyle brand that designs, sources, and sells handcrafted apparel, footwear, jewellery, bags, home decor, and Ayurvedic skincare through its direct-to-consumer e-commerce storefront at tjori.com. The company operates three sub-brands — Tjori (core ethnic apparel), Saagah (handcrafted accessories), and Urtth (Ayurvedic skincare) — manufacturing on a made-on-order basis using traditional Indian crafts such as handblock printing, kalamkari, ikat, and ajrakh.

Product overview

Tjori is a handcrafted Indian ethnic fashion and lifestyle e-commerce platform operating three sub-brands: Tjori (core ethnic apparel brand offering kurtas, sarees, dresses, kidswear, menswear, and home decor), Saagah (handcrafted accessories sub-brand offering ethnic footwear, jewellery, and designer bags), and Urtth/Rooted Rituals (Ayurvedic skincare sub-brand). The core Tjori brand features signature collections including Rang-e-Bagh (Bagh Print), Woven Whispers (Cotton), Ikara (Ikat), Kalpana (Handblock), and Anokhi (Block Print). Products emphasize traditional Indian crafts such as handblock printing, Kalamkari, Ikat, Ajrakh, and Kota Doria, with a focus on supporting artisan communities through sustainable fashion practices.

Differentiator

Problem solved

Functional benefit

Brands

• Saagah: An exclusive collection of handmade women's accessories from Tjori, celebrating traditional Indian craftsmanship with a contemporary touch. Saagah focuses entirely on accessories, including jewellery, footwear, and bags, crafted using age-old techniques while embracing modern design aesthetics.
• Urtth

Products and services

• Tjori Core Brand (Ethnic Apparel) The main Tjori ethnic apparel brand offering handcrafted Indian clothing for women, men, and children, featuring traditional craft techniques reimagined into modern silhouettes for everyday, office, festive, and bridal wear.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights2 records

Direct peers

• Libas: India-based D2C and offline women's ethnic wear brand offering kurtas, suits, and co-ord sets at accessible price points — directly comparable to Tjori's core women's ethnic-wear positioning and channel mix.
• W for Woman: Established Indian ethnic-wear brand focused on contemporary kurtas, suits, and festive wear for working women — competes head-to-head with Tjori in the same persona and price band.
• Suta: Bengaluru-based handcrafted women's ethnic and fusion wear brand with strong DTC presence and an artisan-led narrative — closest like-for-like peer to Tjori's craft-authenticity positioning.
• Aurelia (TCNS Clothing): TCNS-owned women's ethnic-wear brand spanning kurtas, suits, and occasion wear across D2C and offline — overlaps Tjori in persona, occasion coverage, and accessible-premium pricing.
• Global Desi: Indian ethnic and Indo-western women's wear brand with a youthful, contemporary aesthetic — comparable to Tjori's modernised craft positioning and similar target demographic.

Broad incumbents

• Biba: One of India's largest ethnic-wear brands with extensive offline retail plus a growing D2C channel — competes across the same categories as Tjori but at significantly greater scale and reach.
• FabIndia: India's leading handcrafted apparel and lifestyle retailer with a national store footprint and online channel — overlaps Tjori on artisan-led ethnic wear, handblock textiles, and home/lifestyle categories.
• Mamaearth (Honasa Consumer): Leading Indian DTC brand with a multi-sub-brand portfolio spanning personal care, beauty, and wellness — comparable to Tjori's portfolio play across Tjori/Saagah/Urtth and its natural-ingredient positioning.

Emerging players

• Chumbak: Indian lifestyle brand with handcrafted-inspired apparel, accessories, and home décor — shares Tjori's handcrafted, design-led, India-inspired D2C positioning across lifestyle categories.
• Limeroad: Indian social-commerce and D2C marketplace featuring curated ethnic wear and lifestyle from small sellers — comparable discovery surface and target customer to Tjori's own storefront.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/tjori.designs
• LinkedInlinkedin.com/company/tjori-com

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tjori