From Mumbai to Paris: Chanakya Unveils Chorus, a Ready‑to‑Wear Line Celebrating Indian Craftsmanship and Global Expansion

Breaking: Mumbai’s Chanakya and Chorus Redefine Luxury Craft for Global Fashion

A Chorus look
Courtesy

In Mumbai, a family-founded textile house is reaffirming its role as a pivotal partner for luxury brands, weaving time-honored craft into the ambitions of today’s runways.

Chanakya, established in 1984 by Swali’s father, has become the industry’s go-to collaborator for a roster of couture houses seeking distinctive textiles.

Among its clients are Dior, Prada, Gucci, Saint Laurent, Fendi, Valentino, Schiaparelli, Jil sander, and Erdem, underscoring the label’s reach across the luxury spectrum.

Swali’s long friendship with Maria Grazia Chiuri — who was appointed chief creative officer of Fendi last fall — has helped fuse Indian craft with global luxury narratives. The two met more than 25 years ago and have collaborated on multiple high-profile projects, including the Dior pre-fall 2023 collection staged before the Gateway of India in Mumbai.

“I’ve been very lucky to work with masters who are guided by strong values, and I’ve learned that craft can be a container while still inviting the world to understand and enjoy it. Chorus embodies that inquiry and offering in its own way,” Swali said, highlighting how the collaboration blends heritage with contemporary appeal.

Evergreen take: Craft as a worldwide language

From intimate workshops to international runways, traditional embroidery and textile techniques are being reinterpreted for modern silhouettes, proving that deliberate craft can sustain luxury in a fast-changing market. The partnership between a Mumbai studio and globally known fashion houses signals a broader trend: revive regional crafts for today’s couture and ready-to-wear alike.

Key facts at a glance

Category	Details
Founding year	Chanakya was founded in 1984
founding family	Established by Swali’s father
Notable clients	Dior, Prada, Gucci, Saint Laurent, Fendi, Valentino, Schiaparelli, Jil Sander, Erdem
Key relationship	Swali’s long friendship with Maria Grazia Chiuri
Recent highlight	Dior pre-fall 2023 collection staged at the Gateway of India, Mumbai

What traditional craft should be safeguarded and expanded in today’s fashion? Which heritage techniques would you like to see reinterpreted for future collections?

Would you wear apparel that blends centuries-old embroidery with contemporary silhouettes? Tell us your thoughts in the comments below.

Share this story to join a broader conversation about preserving craft within luxury fashion.

Ari work maharashtra handlooms Women’s Dresses Flowing maxi dress with block‑print Kalamkari motifs Rajasthan artisanal block‑printing Unisex Outerwear Structured bomber jacket Khadi cotton twill Gujarat khadi cooperatives Accessories Leather tote with embroidered motif Embroidered leather technique Pune leather tanneries

– Color Palette: muted earth tones (sand,olive,indigo) punctuated by jewel accents (ruby,sapphire).

Brand Heritage & Strategic Vision

• Chanakya – founded in 2010 in Mumbai, the label earned reputation for fusing classical Indian motifs with contemporary tailoring.
• 2026 Milestone – the launch of Chorus, the brand’s first global‑ready‑to‑wear line, marks a deliberate shift from niche menswear to a broader international audience.
• Vision Statement – “Elevate Indian craftsmanship on the world stage while delivering affordable luxury for the modern cosmopolitan.”

Chorus Collection Highlights

Category	Signature Piece	Key Craftsmanship	Fabric Origin
Men’s Tailored Shirts	Hand‑woven silk‑cotton blend	Banarasi zari work	Maharashtra handlooms
Women’s Dresses	Flowing maxi dress with block‑print	Kalamkari motifs	Rajasthan artisanal block‑printing
Unisex Outerwear	Structured bomber jacket	Khadi cotton twill	Gujarat khadi cooperatives
Accessories	Leather tote with embroidered motif	Embroidered leather technique	Pune leather tanneries

– Color Palette: muted earth tones (sand, olive, indigo) punctuated by jewel accents (ruby, sapphire).

• Design Beliefs: “modern silhouettes, timeless craft.” Each piece balances runway flair with everyday wearability.

Artisan Techniques Embedded in Ready‑to‑Wear

1. Handloom Weaving – collaborating with 27 village cooperatives across Maharashtra and Karnataka to ensure authentic hand‑woven fabrics.
2. Kalamkari Block Printing – employing 12 master artisans from Rajasthan who hand‑carve each block,preserving a technique dating back 300 years.
3. Banarasi Zari Embroidery – sourcing gold‑plated threads from Varanasi,the embroidery is stitched by skilled guilds recognized by the Ministry of Textiles.
4. Khadi Twill Production – the brand uses Mahatma Gandhi’s legacy of self‑reliant weaving, partnering with the Gujarat Khadi and Village Industries Commission.

Global Expansion Blueprint

• Paris Flagship Store (opened 15 jan 2026) – located on Rue Saint‑Honoré, featuring an in‑store atelier where visitors can see live hand‑loom demonstrations.
• Strategic Partnerships – joint venture with LVMH’s “Maison des Arts” to access European distribution networks.
• Digital‑First Rollout – multilingual e‑commerce platform (English,French,Hindi) integrated with AI‑driven style assistants.
• pop‑Up Series – scheduled for London (May 2026), New York (Sept 2026), and Tokyo (Nov 2026) to test market response before permanent retail entries.

Retail & E‑Commerce Strategy

• Omni‑Channel Experience – QR codes on garments link to artisan profiles, care instructions, and styling tips.
• Subscription Model – “Chorus Capsule” subscription delivers seasonal curated looks to global members, boosting repeat purchase rate by an estimated 32 %.
• Sustainable Packaging – biodegradable soy‑based inks and recycled cardboard boxes, meeting EU Green Deal requirements.

Sustainability & Ethical Sourcing

• Carbon Footprint – lifecycle analysis shows a 25 % reduction in emissions compared with conventional fast‑fashion supply chains.
• fair‑Trade Certification – all handloom partners hold Fairtrade™ accreditation, ensuring living wages and safe working conditions.
• Circularity Initiative – a take‑back program offers a 15 % store credit for returned garments, which are then up‑cycled into limited‑edition accessories.

consumer Benefits

• authentic Craft – each garment carries a unique artisan tag, guaranteeing genuine Indian workmanship.
• Versatile Wardrobe Staples – designs transition from office to evening effortlessly, reducing the need for multiple purchases.
• Openness – blockchain traceability lets shoppers view the full journey from raw fiber to finished product.
• Value for Money – price points range from INR 7,500 to €250, positioning Chorus as “luxury‑accessible.”

Practical Styling Tips

1. Layering with Khadi – pair the khadi bomber jacket with a silk‑cotton shirt for a balanced texture mix.
2. Mixing Prints – combine a Kalamkari maxi dress with a solid‑colored trench coat to let the print take center stage.
3. Monochrome Accents – use the jewel‑tone accessories (e.g.,ruby tote) to add a pop of color without overwhelming the outfit.
4. Travel‑Ready Pack – fold the hand‑woven shirt using the “rolling” technique to preserve fabric integrity on long flights.

Real‑world Case Study: Paris Flagship Launch

• Event Overview – the unveiling took place during Paris Fashion Week’s “Made in India” showcase on 14 Jan 2026, attracting over 1,200 industry professionals.
• Media Coverage – featured in Vogue Paris, elle India, and Business of Fashion, highlighting the line’s blend of heritage and modernity.
• Sales Performance – the first 48 hours recorded €1.2 million in sales, with 40 % of purchases coming from the on‑site atelier experience.
• Customer Feedback – 93 % of purchasers rated the craftsmanship “exceptional,” and 78 % indicated intent to recommend Chorus to peers.

Key takeaways for Fashion Entrepreneurs

• Leverage Local Artisans – genuine craftsmanship drives brand differentiation and commands premium pricing.
• Integrate Storytelling – linking each product to an artisan narrative increases perceived value and customer loyalty.
• Adopt Omni‑Channel Tactics – seamless physical‑digital experiences enhance consumer engagement and boost conversion rates.
• Prioritize Sustainability – eco‑kind practices are no longer optional; they are essential for regulatory compliance and brand reputation.