SilaiWali

What SilaiWali does

SilaiWali is a privately held social enterprise established in 2018 in New Delhi, India, co-founded by Iris Strill (French national, creative head) and Bishwadeep Moitra (business and communications head, formerly of Outlook magazine). The company employs approximately 300 Afghan Hazara women refugees from its South Delhi headquarters and workshop, providing them with fair-wage handcraft work as a sustainable income alternative in a country that is not a signatory to the UN Refugee Act. Production is anchored in traditional Afghan needlework techniques—stitching, embroidery, and crochet—applied to upcycled textile waste (cotton and cotton-mixed rayon fabric scraps) sourced from the Indian fashion industry, with the company reporting 15,695 kg (15+ tonne) of fabric upcycled cumulatively and a zero-carbon production process.

The product portfolio centers on handcrafted dolls (Classic, Mini, and Mom & Mini combinations), plush animals, bag charms, festival ornaments, planet-themed conservation hangings, and wall art, priced in Indian Rupees ranging from approximately Rs. 2,781 for individual ornaments to Rs. 9,057 for ornament sets and Rs. 7,898 for premium bridal dolls. The company monetizes across four channels: direct-to-consumer e-commerce (silaiwali.com) with international shipping; a physical showroom in South Delhi; a wholesale program including Cost Plus World Market's 242 US stores and Free People's annual holiday collections; and bespoke brand collaborations that the company states generate nearly half of revenues, with named partners including Chloé (ongoing since early 2022), Oris, Ulla Johnson, Genes/Le Coanet Hemant, and Nila. An experiential 3-hour handcrafting workshop led by Iris Strill represents a fifth, smaller service revenue stream.

SilaiWali holds WFTO Guaranteed Fair Trade Enterprise certification and is an official partner in MADE51, a UNHCR-led global initiative for refugee-made products. The company maintains active trade show presence at Maison et Objet (Paris) and NY Now (New York), and has secured earned media coverage in Vogue India, The Indian Express, Globe & Mail, Le Point, and Arab News. A Senior Strategy Advisor (Christian Schneider, formerly of IDEO and Studio De Lucchi) supports scaling efforts. No external institutional investment, venture capital, or private equity backing is disclosed, and ownership remains founder-controlled with no parent company or subsidiary entities identified.

Name

SilaiWali

Legal name

Silaiwali

Website

https://silaiwali.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

SilaiWali is a 2018-founded New Delhi social enterprise employing ~300 Afghan Hazara women refugees to upcycle fashion industry textile waste into handcrafted dolls, accessories, and home decor, distributing via DTC e-commerce, a South Delhi showroom, US wholesale (Cost Plus World Market, Free People), and recurring luxury brand collaborations (Chloé, Oris, Ulla Johnson).

Ownership category

akta.pro rank

Product category

Handcrafted Artisan Home Decor and Toys

NAICS

Doll, Toy, and Game Manufacturing (33993), Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (3159), Apparel Accessories and Other Apparel Manufacturing (31599), Textile Bag and Canvas Mills (314910)

SIC

Dolls & Stuffed Toys (3942), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Costume Jewelry & Novelties (3960)

akta.pro primary industry

Miniatures & Figurines (Display/Collectible) (CRALAKAB)

Keywords

• Handcrafted artisan dolls
• Upcycled textile home decor
• Fair trade refugee-made products
• Handcrafted plush toys
• Fashion waste upcycling

Headquarters

HQ city

New Delhi

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Direct Product Sales: E-commerce sales of handcrafted dolls, plush animals, bag charms, ornaments, and home decor items through silaiwali.com and physical showroom
2. Wholesale/B2B Sales: Wholesale supply to retailers including Cost Plus World Market's 242 US stores and Free People's holiday collections
3. Brand Collaboration Products: Custom product creation for fashion brands like Chloé, Oris, Ulla Johnson generating nearly half of total revenues
4. Experiential Workshops: 3-hour guided handcrafting workshops led by French designer Iris Strill teaching stitching, embroidery and crochet techniques

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels5 records

Core offering

SilaiWali manufactures and sells handcrafted dolls, plush animal toys, bag charms, ornaments, hangings, and wall decor made from upcycled fashion-industry textile waste by approximately 300 Afghan women refugee artisans in New Delhi. Its core revenue comes from direct e-commerce and showroom sales, wholesale supply to retailers such as Cost Plus World Market and Free People, custom brand collaborations with luxury fashion houses such as Chloé, Oris, and Ulla Johnson (about half of revenue), and paid 3-hour handcrafting workshops.

Product overview

SilaiWali is a social enterprise offering handcrafted home decor and toys made by Afghan refugee women artisans in New Delhi using upcycled textile waste from the fashion industry. The product portfolio centers on a cohesive line of handcrafted dolls and plush animals across multiple size categories (Classic, Mini, Mom & Mini duos), complemented by accessory items (Bag Charms) and decorative home accents (Festival Ornaments, Planet Friendly Hangings, Home Decor Hangings, and Animal Wall Art). The company operates a wholesale program and experiential workshop service. All products share common attributes: handcraftsmanship using upcycled cotton/rayon fabric remnants, hand embroidery, crochet and stitching techniques, fair trade principles, and eco-friendly materials.

Differentiator

Problem solved

Functional benefit

Products and services

• Handcrafted Dolls — Classic Full-sized (H 47cm) handcrafted fabric dolls featuring diverse cultural attire, hand-embroidered details, and upcycled fabric construction. Includes dolls representing Indian, African, Chinese, Tibetan, and Afghan cultural themes, priced from Rs. 5,001.74 (Maya) to Rs. 7,898.50 (Kashvi bridal doll).
• Mini Dolls Small-sized (H 23cm) handcrafted dolls and tiny animals with expressive faces, playful outfits, embroidery, crochet details, and upcycled fabric remnants. Priced from Rs. 4,712.06 (Ayu Mini) to Rs. 6,739.79 (Neelu Mini the Monkey).
• Animal Dolls / Stuffed Animals Handcrafted plush animals spanning fox, wolf, panda, frog, pig, cat, dog, koala, penguin, rhino, bear, rabbit, horse, donkey, bull, camel, elephant, lion, tiger, monkey, deer, duck, giraffe, ram, zebra, and parrot. Features hand-stitched details and upcycled fabric construction.
• Mom & Mini Combo Handcrafted duos featuring mother and child pairs, including human doll pairs and animal parent-child combinations with coordinated outfits. Priced from Rs. 9,153.76 (Kom Lion) to Rs. 10,988.37 (Frida Mom & Mini).
• Bag Charms Miniature handcrafted charms for bags featuring mini dolls, tiny animals, protective symbols, hearts, and playful shapes, finished with delicate embroidery or crochet details and leather straps. Priced from Rs. 4,229.27 (Colette) to Rs. 4,905.18 (Nargis Mini).
• Festival Ornaments Handcrafted ornaments and holiday decorations featuring animals, hearts, stars, moons, doves, and trees with embroidery, beading, tassels, or hand-knit accents. Priced from Rs. 2,780.89 for individual ornaments to Rs. 9,057.20 for sets such as the Farm Animal set.
• Planet Friendly Hangings Handcrafted wall hangings featuring hand-embroidered conservation messages celebrating wildlife and environmental themes, including ocean conservation (blue whale), forest preservation (panda), and bee protection. Priced from Rs. 4,229.27 (Blue Whale) to Rs. 5,677.65 (Hugo the Pig).
• Home Decor Hangings Handcrafted decorative hangings featuring moons, stars, hearts, doves, and evil eye symbols, detailed with embroidery, beading, tassels, or crochet accents for home decoration.
• Animal Wall Art Handcrafted animal wall pieces made from upcycled cotton fabric with fine hand embroidery, including shaped and stitched wall trophies featuring animals such as bulls and elephants.
• Experiential Workshop 3-hour hands-on workshop guided by French designer and co-founder Iris Strill, covering stitching, embroidery, and crochet techniques, plus the creation of waste-fabric souvenirs and home decor with Hazara artisans at the Silaiwali facility.

Quantifiable outcome

• 15,695 kg fabric upcycled
• +5 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered core, flagship and minor.

• OriscoreStrategic or Co-development Partner · 1 January 2023World-renowned Swiss watch company approached Silaiwali with a special project to create a unique gift for their clients. The team crafted a charming bag accessory featuring the Oris mascot bear using traditional Afghan crochet technique.
• ChloéflagshipStrategic or Co-development Partner · 1 January 2022French luxury fashion brand collaborated with Silaiwali to design two stunning dolls based on classic Chloé dresses and a collection of bag charms. The Silaiwali-Chloé collaboration was a runaway success, and Chloé has collaborated on many other collections since early 2022.
• MADE51 (UNHCR)coreStrategic or Co-development PartnerOfficial partner in MADE51, a collaborative initiative and global brand of refugee-made products brought to life by UNHCR, the UN Refugee Agency. Through MADE51, social enterprises work with refugee artisan groups to make ethical, handcrafted products.
• Ulla JohnsoncoreStrategic or Co-development PartnerDesigner collaborated with Silaiwali to create the Elephant Doll handmade by Afghan women refugees for Ulla Johnson boutiques. Each purchase includes a donation to Providence House, a Brooklyn-based nonprofit organization.
• Cost Plus World MarketflagshipChannel Partner/ Reseller/ DistributorUS-based multi-retail chain with 242 physical stores in the United States and online store. Has sold thousands of Silaiwali-made handicrafts throughout America, providing livelihoods to over 100 Afghan women refugees.
• Free PeoplecoreChannel Partner/ Reseller/ DistributorBoho women's fashion brand collaborates with Silaiwali every year for its holiday collection to create a range of cotton ornaments reflecting high quality and femininity, spirit, and creativity.
• Genes/Le Coanet HemantminorStrategic or Co-development Partner"The Joy Project" collaboration with Silaiwali and Genes upcycled collection "Love in Black and White" is a step towards environmental and social sustainability, rooted in Parisian heritage and couture craftsmanship.
• NilaminorStrategic or Co-development Partner"Tribal Story" collaborative initiative featuring rag dolls inspired by Indian tribal women including Bhotia, Jaath, Monpa, Rebari, and Toda tribes - unique worldwide in encompassing all stages of the Indian craft value chain.
• Maison et ObjetcoreGTM or Marketing PartnerActive participation in renowned Paris trade expo for home decor and design, showcasing Silaiwali products to international buyers and press.
• NY NowcoreGTM or Marketing PartnerActive participation in New York trade show for gift and home goods, providing visibility among US buyers and retailers.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pebble: Pebble manufactures handmade children's toys and blankets in Bangladesh using fair-trade artisan production, positioning itself explicitly on social impact. Closest comparable to SilaiWali's artisan-made, fair-trade, women-led production model.
• Cuddle+Kind: Cuddle+Kind sells hand-knit dolls linked to a social mission (feeding children per doll sold). It is a direct peer in handcrafted dolls with a social-impact narrative, e-commerce-first distribution and gifting positioning.
• Maileg: Maileg designs and sells handcrafted heirloom-quality dolls and plush animals with a distinctive aesthetic, premium pricing and collectible positioning. It is a like-for-like comparable in collectible handmade dolls and plush for gifting and home decor.
• Folkmanis: Folkmanis produces handcrafted puppets and plush animals sold through specialty toy and gift retailers. Comparable to SilaiWali on handcrafted animal figures and specialty/gift-shop wholesale channels.
• Aurora World: Aurora World is a major plush-toy manufacturer with a broad product line of animal figures including collectible ranges. Comparable to SilaiWali on the animal-plush toy category, though at much larger scale and without the artisan social-enterprise positioning.
• Ten Thousand Villages: Ten Thousand Villages is a fair-trade retailer sourcing handcrafted home decor, textiles and gifts from artisan groups in developing countries. Comparable to SilaiWali on fair-trade artisan home decor, gift-channel distribution and a social-mission-driven brand promise.
• Mary Meyer: Mary Meyer makes handcrafted stuffed animals and baby toys sold through specialty gift and toy retailers. Comparable to SilaiWali on handcrafted plush animals and on the wholesale-to-specialty-retail distribution model.

Broad incumbents

• Jellycat: Jellycat is an established premium plush toy brand with a strong design-led aesthetic and broad global retail distribution. It overlaps with SilaiWali on plush/animal figures but is a scaled incumbent rather than an artisan social enterprise.
• Mattel: Mattel is one of the world's largest toy companies (Barbie, American Girl, plush). It is a broad incumbent in the doll and plush categories where SilaiWali competes, but with mechanised mass production and global scale rather than artisan handcraft.
• Hasbro: Hasbro is a global toy and games conglomerate (Play-Doh, Furby, soft toys). Relevant as a broad incumbent in toys and gift retail but not a like-for-like artisan or social-enterprise comparable.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCFjdsMAbIMZ6n0e_m1pF7cQ
• LinkedInlinkedin.com/company/silaiwali

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 SilaiWali