Sunday, April 5, 2015

Tjori – Indian To The Core

There are no two ways about the fact that online shopping is a huge success. Garments, electronics, home decor, shoes - there is nothing that people are not buying online. While most of stuff available on various websites is more or else the same, what makes them different is the way they market themselves, the offers they provide and how timely they deliver. Our today’s covered startup - Tjori differs not only in style of operation but also in the stuff they offer. Coming from online shopaholic you have to trust me when I say that Tjori is like a breath of fresh air. It speaks and pours Indian-ness to the core. It’s like love at first click!

I must say that they have chosen their name very aptly because shopping at Tjori is seriously like a treasure hunt. They have sarees, suits and kurti’s in all popular Indian weaves like khadi, cotton, chanderi, raw silk, bagalpuri silk. Not just material, they have specialities from all across India. From kashmiri and Dogri suits to Chennai sarees. Leather bags to kolapuri chappals. Kullu boots to beautiful hand painted wedges. To complement each outfit they have beautiful traditional/tribal jewellery. Not just retail, they have beautiful paintings and home decors. And that’s not all, food is also a part of the trade. They offer healthy organic food, bakery items and traditional Indian utensils as well.

We had a chat with Mansi Gupta, the brain behind this awesomeness. Here’s what she had to say to our very many questions..

1. Tell us about inception of Tjori?
The concept of Tjori stroke my mind when I was studying in Wharton Business School especially when I understood the demand hand-crafted products had outside India. During my stay at Wharton, we were taken to Morocco on a trip and that is where I understood that the hand-crafted products were actually expensive by the time they reached the end consumers.
It was may due to the traditional value chain. But, I wanted to eliminate all those extra money and make sure that handcrafted products should reach people easily and also at lesser prices. Also, since childhood, I was passionate about hand-made items. So, Tjori was started as a platform to make that Indian hand-crafted products reached USA without any hurdles and later on as we grew, our focus grew too from just India to across the globe.

2. With so many online shopping portals, what is that thing which separates Tjori from others?
Well, Tjori is a unique shopping experience which cannot be found anywhere else. We have the best premium handmade products than others do. Also, we have a unique sales model where we actually sell items for just 15 days. We bring in a product and display it on our website for 15 days what we also call as event. The event runs for 15 days and people can buy during this period. But, once the 15 days get over, we take down the product. It's a kind of flash sales, we may think. This actually creates an urge of buying something new and unique and people have different items every time.

3. We have observed that you mostly have traditional and ethnic weaves, any special reason behind that?
Well! Most of the items that we showcase could be from any ethnicity but the qualifier for a product to be showcased is the fact that it has to be unique, high on design and not easily accessible. It has to be unique enough in terms of its design, origin or the story that goes behind the making, inspiration for the collection et al.

4. What features do you employ to achieve customer delight?
Customers are the centre point of our value system. We do anything possible to ensure that they are happy and satisfied. We believe in customer delight from the moment they come on the website.

5. Finally where do you see Tjori five years from now?
Well, we want to be the Number 1 in the industry providing our customers and members more offer and growing the ladder of success and winning more and more hearts every single day.

I are really proud of Mansi and her team for bringing up forgotten Indian weaves and traditional apparels mainstream. In a time when everyone is running after similar and safer options, they have embraced an untreaded path. Wishing them all the very best. Please check their to feel that mitti ki khushboo.



  1. Suna nahi is brand ke baare mein pahle kabhi, Tjori. Well I will forward this post to my sisters, :)
    Nice post sneha...
    Interview bhi achha laga! :)a

    1. Thanks Abhi, Good to hear from you after so long.

  2. Thank you for sharing the interview with Mansi. All the best to all their team!! :)

  3. Lovely interview of Mansi and great questions asked like a pro-journo. You look so beautiful wearing stuffs from Tijori:)

    1. Haha...Vishal that's not me in the pictures.