In 2015, Pooja Rajput wasn’t building a fashion label – she was following a personal passion. A computer engineer and MBA graduate, she was searching for sarees that felt refined, minimal and rooted in Indian craftsmanship. When she couldn’t find what she envisioned, she began experimenting herself. That exploration led to the birth of Chidiyaa, a brand that has steadily carved a niche in India’s $12 billion saree market.
The name “Chidiyaa,” inspired by the sparrows Pooja grew up hearing in Pune, reflects warmth, simplicity and a sense of home. That emotion defines the brand’s design language – soft, breathable fabrics, earthy palettes and thoughtfully placed motifs that feel intimate rather than ornamental.
At its core, Chidiyaa follows a slow-fashion model built on sustainable sourcing, small-batch production and long-term artisan partnerships. The brand works closely with craft clusters across India – from linen weavers in Phulia, West Bengal, to block makers in Ahmedabad and Ajrakh artisans in Ajrakhpur, Bhuj – helping sustain traditional textile practices while ensuring fair and consistent livelihoods.
What sets Chidiyaa apart is its ability to balance accessibility with craftsmanship. With an average basket value of around ₹5,000, it positions itself as affordable luxury – premium yet wearable for everyday life. Its collections extend beyond sarees into blouses and evolving apparel categories, catering to a growing community of conscious consumers.
From documenting artisans at work in its early social media days to building a loyal digital-first customer base and scaling operations in Delhi-NCR, Chidiyaa’s growth has been organic and story-led.
In a fast-fashion era, Chidiyaa stands for patience, preservation and purpose – proving that authenticity, when nurtured carefully, can become both a business and a movement.
