About HATELI
HATELI is an Indian sustainable fashion and lifestyle label that specialises in handcrafted apparel drawing from the country’s traditional textile arts and artisan craftsmanship. Established in 2021 by Richa Khandelwal, the brand is headquartered in Jaipur, Rajasthan, India, and focuses on ethically produced clothing that merges contemporary fashion with traditional Indian handcraft techniques. Its collections are sold primarily through a direct-to-consumer (D2C) online platform.
History
Richa Khandelwal founded HATELI in 2021, bringing with her more than a decade of experience in apparel design, sourcing, product development, and fashion retail. The brand was conceived to preserve India’s textile heritage while making handcrafted fashion accessible to modern consumers. The company places significant emphasis on sustainability, ethical manufacturing, and support for local artisans. According to its founder, the vision is to create clothing that tells a story while generating a positive impact on both people and the environment.
Name
The name “HATELI” is derived from the Hindi word हथेली (Hatheli), which translates to “the palm of the hand.” This designation symbolises handmade craftsmanship and reflects the brand’s philosophy that every garment is created through human skill rather than mass industrial production.
Products
HATELI produces a diverse range of fashion items targeting customers who seek artisan-made, sustainable, and contemporary Indian fashion.1 The product catalogue includes:
- Women’s ethnic wear
- Dresses
- Suit sets
- Kurtas
- Tops and shirts
- Men’s shirts and kurtas
- Jackets
- Children’s apparel under the “Little Hatheli” collection
- Lifestyle and handcrafted accessories
Design Philosophy
The design ethos of HATELI centres on sustainable and slow fashion principles, handmade craftsmanship, and ethical production. The brand seeks to preserve Indian textile traditions while offering modern silhouettes inspired by historical techniques. This approach aims to balance contemporary styling with centuries-old methods, resulting in garments suitable for everyday wear that also celebrate local heritage.
Craftsmanship
HATELI collaborates with Indian artisans to incorporate numerous traditional textile and embroidery techniques into its collections. These methods are utilised to preserve regional craft traditions while creating contemporary fashion. Techniques employed include:
- Bandhani tie-dye
- Leheriya dyeing
- Shibori
- Batik
- Hand block printing
- Bagru printing
- Sanganeri printing
- Dabu printing
- Indigo dyeing
- Kantha embroidery
- Mirror work
- Gota Patti
- Dabka embroidery
- Hand embroidery
- Sequins work
- Adda work
Sustainability
Sustainability serves as a core value for HATELI. The company promotes handmade production, ethical sourcing, artisan empowerment, and responsible fashion practices. By reducing reliance on industrial manufacturing and focusing on traditional craft preservation, the brand describes its approach as conscious fashion designed to minimise environmental impact while supporting skilled artisans.
Women Empowerment
A central component of the HATELI business model is the support of women artisans through employment opportunities in handcrafted apparel production. The company states it was established partly to encourage female participation in traditional craft industries and to create sustainable livelihoods. Consequently, many production and quality-control roles within the organisation are led by women.
Business Model
HATELI operates primarily as a Business-to-Consumer (B2C) and Direct-to-Consumer (D2C) fashion brand, retailing products through its own online store.2 The company is privately held and prioritises digital retail channels over traditional brick-and-mortar expansion.
Founder
Richa Khandelwal is the founder and creative force behind HATELI.3 Prior to launching the brand, she accumulated over 12 years of experience in apparel design, sourcing, merchandising, and fashion retail. Her vision for HATELI combines sustainability, artisan craftsmanship, and modern Indian fashion with a commitment to promoting ethical manufacturing practices.
Mission
The stated mission of HATELI encompasses preserving India’s textile heritage, promoting sustainable fashion, and empowering local artisans, particularly women. The company aims to produce ethically crafted garments and offer timeless, handcrafted clothing for modern consumers, emphasising fashion that is both aesthetically appealing and socially responsible.
Recognition
Since its launch, HATELI has been featured on various startup and business platforms for its focus on sustainable clothing, artisan craftsmanship, and women-led entrepreneurship. The company has received recognition as a D2C fashion startup that promotes handmade products and ethical fashion practices.
