What iTokri.com does

iTokri is a trusted store for handicrafts, Indian textiles, sarees, ethnic wear and women accessories. Support artisans and shop sustainably. Shipped Globally.

Name

iTokri.com

Legal name

ITOKRI ENTERPRISES PRIVATE LIMITED

Website

http://www.itokri.com/

Company type

Private

Founded year

2012

Operating status

Operating

Short description

iTokri.com is an online store that offers clothing, handmade jewelry, hangings, home decor, gifts and consumables.

Ownership category

akta.pro rank

Headquarters

HQ city

Gwalior

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Direct-to-Consumer Product Sales: One-time transaction sales of handmade textiles and handicrafts through the e-commerce platform. Products range from fabrics by the metre to complete garments, home decor, and accessories. No middlemen involved - purchases are made directly from artisans.
2. Wholesale/Bulk Orders: B2B channel serving boutique owners, designers, export houses, tailors, and corporate gifting. Offers GST invoicing, flexible MOQs, dedicated account management, and ships internationally to 30+ countries including USA, UK, Canada, and Australia.
3. Corporate Gifting Solutions: Custom packaging and timely deliveries of curated gifting options for corporate clients. Offers branded hampers for Diwali, client appreciation, and employee milestones with custom branding available.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

iTokri.com is an online D2C platform that sells authentic handmade Indian textiles and handicrafts directly sourced from 10,000+ artisan partners across 500+ craft clusters in 20 Indian states. The product range covers fabrics by the metre, dress materials, sarees, kurtis, dupattas, men's and kids' clothing, home decor, jewellery, bags, stationery, Rakhi and festive collections. The company also operates a dedicated B2B wholesale program for boutiques, designers, export houses, and corporate gifting, with international shipping to 125+ countries.

Product overview

iTokri.com is a curated e-commerce platform for authentic Indian handmade textiles and handicrafts, operating as a multi-category marketplace with over 100,000 products. The platform connects customers directly with artisans from 500+ craft clusters across India, offering fabrics by the metre, dress materials, sarees, kurtis, dupattas, home décor, jewellery, bags, stationery, and seasonal festive collections. The core offering centers on handmade textiles across multiple Indian craft traditions including Ajrakh, Bandhani, Kalamkari, Ikat, Chikankari, and regional handlooms. The platform operates a B2B wholesale program for bulk fabric orders and maintains a customer loyalty program. All products are sourced directly from artisans with no middlemen, featuring transparent pricing without sales or discounts.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Direct-to-consumer model without middlemen enables artisan workshops to control pricing and production timelines
• +1 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles5 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• AIACA (All India Artisans and Craftworkers Welfare Association)coreStrategic or Co-development PartnerAIACA x iTokri collaboration representing a strategic partnership with the All India Artisans and Craftworkers Welfare Association. This partnership supports artisan welfare and sustainable craft practices.
• Creative DignitycoreStrategic or Co-development PartnerCreative Dignity x iTokri partnership for artisan-direct exhibitions and craft promotion initiatives. Supports artisan visibility and direct market access programs.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Jaypore: Jaypore is an Indian D2C marketplace for handcrafted textiles, jewelry, and home decor sourced directly from artisans. It competes head-to-head with iTokri on curated Indian handicrafts, serving similar boutique, designer, and conscious consumer segments with comparable artisan-direct positioning.
• Tjori: Tjori is a curated D2C platform for Indian handicrafts, handloom textiles, and home decor with similar artisan-direct sourcing and storytelling focus. It targets overlapping customer segments (ethnic wear, home decor, accessories buyers) with comparable product breadth and price positioning to iTokri.
• Craftsvilla: Craftsvilla is an Indian online marketplace for handicrafts, handloom, and ethnic products sourced from artisans across India. It directly competes with iTokri on the multi-category Indian handicraft marketplace model, though with a broader marketplace structure (multiple sellers) rather than iTokri's integrated inventory approach.
• Okhai: Okhai is an Indian artisan-direct e-commerce platform focused on handcrafted apparel, accessories, and home textiles produced by rural artisan communities. It shares iTokri's social impact narrative, artisan welfare mission, and direct-from-artisan sourcing model with comparable product categories.

Broad incumbents

• FabIndia: FabIndia is India's largest established retailer of handcrafted textiles, ethnic apparel, and home products with a nationwide store network and broader category breadth. While overlapping significantly with iTokri's product range, FabIndia operates at a much larger scale with physical retail presence, brand legacy, and corporate backing.
• Etsy: Etsy is the global marketplace for handmade, vintage, and craft goods with millions of sellers worldwide. While it includes Indian artisan sellers, Etsy operates at vastly greater scale and scope, but shares iTokri's artisan-direct positioning and serves overlapping international customers seeking authentic handmade products.

Emerging players

• Nappa Dori: Nappa Dori is an Indian premium leather accessories and lifestyle brand rooted in traditional craftsmanship with artisan production. While narrower in category (focused on leather goods rather than textiles), it shares iTokri's artisan craftsmanship story and serves the conscious premium consumer seeking authentic handmade Indian products.
• Novica: Novica was a global online marketplace for handmade artisan products from around the world (now operating under Etsy). It pioneered the direct-from-artisan e-commerce model that iTokri employs, with comparable social impact storytelling and curated handmade product positioning, though at smaller scale post-acquisition.

Others

• The Souled Store: The Souled Store is a leading Indian D2C brand for pop culture apparel, accessories, and lifestyle products. While operating in a different category (licensed/pop culture rather than handicrafts), it represents a comparable Indian D2C e-commerce success story with similar founder-led, digitally-native origin and multi-product marketplace structure.
• AND (by Anita Dongre): AND is a contemporary Indian fashion brand offering western and ethnic wear with craft-inspired designs. While positioned as a designer fashion brand rather than handicraft marketplace, it shares iTokri's Indian aesthetic positioning and serves overlapping consumers interested in craft-rooted apparel at accessible price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/itokri
• YouTubeyoutube.com/user/itokri
• Facebookfacebook.com/itokri
• Instagraminstagram.com/itokri
• Pinterestin.pinterest.com/itokri

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 iTokri.com