Nature, Roots & Risk: The Journey of Chokhat and Their Handicraft Home Decor Ideas That Redefined Indian Aesthetics

The Beginning - When a House Started Feeling Like Home

There are times when your home feels complete the furniture is in place, the walls are decorated  yet something still feels off. Not in a big way. Just… a little empty.

That’s exactly how Prachi Bhatia felt.

Her home had everything, but it lacked that personal touch  the kind that brings comfort, memories, and warmth. So instead of ignoring that feeling, she followed it.

With her love for nature-inspired decor, ethical design, and all things meaningful, she started Chokhat Home Pvt. Ltd. -a brand that reimagines handicraft home decor ideas to bring more than just design into a space. It brings feeling.

Chokhat is built on simple values: keep it beautiful,  thoughtful and affordable. Every product tells a story. Every corner it touches feels a little more alive.

Today, Chokhat has found its way into thousands of homes across India - and even reached Shark Tank India with a business that crossed ₹1 crore.

 This didn’t happen overnight. The journey was full of risks, tough decisions, and moments of doubt ajnd personal feeling .

 But today, it’s become something much bigger. It connects with people everywhere, because deep down, we all want our homes to feel like home.                                                                              

Meet the Woman Behind Chokhat  - Prachi Bhatia

Prachi Bhatia has always loved bringing ideas to life especially through design.                              

She always found herself curious about the little details  that made some designs felt cold, and others felt like home.This obsession took her to Product Design - not just to make things pretty, but to design home decor that connected with people emotionally.                      

But nothing moved forward without putting in the hard work first.

To gain real-world experience, Prachi didn’t wait for the perfect moment she made the most of what she had. She said yes to whatever came her way  big or small. She interned, juggled two jobs, and worked tirelessly  - often clocking in 15 to 18 hours a day, sometimes even spending the night in the office to meet deadlines.

One of her first jobs was at S&R Exports, a well-know export house in Gurgaon, where she worked as an assistant designer for global clients. Her second role pulled her into the business side sales, production, timelines, factory talk  all the things designers rarely see .But she didn’t back away. She learned fast always observing, always absorbing.

She looked around the office and thought  I was giving everything I’d got but not for something that truly belonged to me. "Why am I building someone else’s dream, when I have the power to build my own?

Chokhat’s Journey: From Boring Markets to Beautiful Beginnings

13th September 2018 she didn’t know it then, but that day would quietly change everything.
It was Ganesh Chaturthi. Without giving  much about the spiritual meaning, she walked into work and decided she was done. That was her last day no grand plan, just a clear feeling: it was time to move on.

 Later, she came across a beautiful coincidence. She had taken her first step on Ganesh Chaturthi - the day of Lord Ganesha, known for removing obstacles. It felt like a quiet blessing, as if the universe had gently nudged her in the right direction.

India’s handicraft industry is one of the largest in the world, with deep roots in culture, creativity, and tradition. According to the India Brand Equity Foundation (IBEF), the Indian handicrafts sector is a key contributor to employment and exports, reflecting a growing demand for unique, sustainable, and artistic home decor.

And that’s how Chokhat came to life.

The name means “doorframe” the first step into a home. For Prachi, it wasn’t just about walls and decor. It was about that feeling when you walk into a space that feels right  safe, warm, and full of stories.

She chose the elephant as her logo - not only for its strength and wisdom, but because it felt grounded and calm. A quiet reflection of her own journey.

Crafting Dreams with Purpose - Nature at the Heart

Prachi was never designed just for looks. For her, it always came from a place of feeling of love. 

She says , "when we feel low or tired, we look for nature  the beach, the mountains, even plants because they calm us.” That’s the feeling she wanted to bring into her products

Her thought was simple: if nature lifts our spirit, then why should our homes feel lifeless? 

Product Range

Now, Chokhat has 75+ unique products like:

• Kurma Fruit Basket (Kurma means turtle)

• Hiran Candle Holder (Hiran means deer)

• Madhuban Tissue Holder

• Elephant Bowls, Cutlery Holders and many more

You can check them all on her website: www.chokhat.in   

From a Small Room to a Dream Brand

With no business background, Prachi ran everything from her home for two years designing products, shooting photos, running ads, and even hand-delivering orders on her scooty.

During the COVID lockdown, some people gave her odd looks. “A girl doing deliveries?” they'd whisper. But she didn’t care she smiled and kept going.

To cut costs, she later shared a small office space with a relative.

No spotlight, no shortcuts just the kind of hustle no one talks about.

 Finding the Right Customers  - From NCR to South India

At first, Prachi thought her buyers would be from Delhi or Gurgaon. But when she explored places like Chandni Chowk, she realized something  most people there were just looking for low-cost, bulk stuff. Her handmade pieces didn’t fit.

It took time, but she discovered where her real audience was in parts of South India like Maharashtra and Karnataka, where people actually cared about detail, art, and emotion.

That’s when things slowly started to shift for Chokhat.

Behind Every Setback, a Setup for Growth

Like many founders, Prachi faced her share of struggles  but some left a deeper mark.
Finding honest, skilled vendors was tough. In places like Muradabad, where lots of artisans work.

She saw her original designs being copied and sold without her name. Once, she even caught a manufacturer selling her product behind her back.

But the hardest moment?
Seeing her own design displayed in a market, under someone else’s label.

Still, she didn’t give up. She calmly said: “They can copy the product, but not what’s in my mind.”

It was that quiet strength the kind that doesn’t need to prove itself  that kept her going.

From ₹0 to ₹1 Crore – The Growth Numbers

Starting with an investment of ₹10 lakhs, here’s her revenue journey:

• 2018-19 – ₹0
• 2019-20 – ₹4.5 lakhs
• 2020-21 – ₹10 lakhs
• 2021-22 – ₹11 lakhs (realized she needed more SKUs)
• 2022-23 – ₹30 lakhs
• 2024-25 – ₹1 crore (with ₹50 lakhs in the last 10 months)

Unit Economics:

• COGS – 39%
• Operational Expense – 13%
• Marketing – 17%
• Logistics/Returns – 11%
• Website/Payment Gateways – 13%
• EBITDA – 18%

 Shark Tank India – A Life-Changing Moment

 On 13th February 2025, she appeared on Shark Tank India - season 4.
She asked for ₹50 lakhs for 7% equity.

She finally closed a deal with Anupam Mittal and Peyush Bansal:

• ₹30 lakhs for 10% equity
• ₹20 lakh as loan at 10% interest

The sharks said:

1.    Her brand and logo are very catchy

2.    She needs to build a team (currently only 3 members)

3.    She must increase her margins or she’ll remain just a trader

Prachi listened, agreed, and started improving right away.

 The Future – A Bigger, Brighter Chokhat

Chokhat isn’t just about selling products.

For Prachi, it’s a long-term dream  to build something like an Indian IKEA. A space where everything from rugs to lamps, from furniture to tiny home accents, comes together under one roof.

But more than that, she wants Chokhat to feel like a natural part of every Indian home — not something people have to think twice about.

Her goal for 2026-27: Open her first offline store and hit ₹6 crore in sales.

  Media Coverage & Recognition

    Chokhat's emotional design story didn’t go unnoticed:

• Selected as India’s Top 50 Women Icons of 2022 by Global Triumph Foundation
• Certified by Fox Story India
• Covered her story by HerStory, Good Homes and Dainik Bhaskar

Conclusion – What We Can Learn from Prachi

Prachi’s story is not just about decor.

It’s about courage, clarity, and believing in yourself.

She accepted her mistakes. She knew her limits. But she gave her 100% anyway.

 And that’s the real reason why Chokhat is touching hearts and homes across India.   

Curious About Chokhat? Here’s What You Might Be Wondering

Q1.Why is Chokhat Home gaining popularity among Indian millennials and Genz?

A. Because we love aesthetics with a purpose! Chokhat Home blends cultural richness with modern vibes - it's artsy but not outdated. From mirrors that spark nostalgia to nameplates that feel personal, every product is made to match your kind of vibe - unique, minimal, and mindful. 

Q2. Are these products suitable for gifting or festive decor?
A. Totally! Whether it’s a wedding gift, a festive hamper, or just a thoughtful gesture. Chokhat’s items carry emotion, which makes them perfect gifts. And for festive decor, nothing beats the charm of handmade lights, trays, and mirrors.

Q3.Does Chokhat Home support local artisans or communities?
A. Yes, and that’s their core strength. Every product has a hand behind it  literally. They empower local artisans by giving them modern designs to work on while preserving their traditional methods. So each purchase supports real livelihoods.

🔼Disclaimer :  This is not a sponsored post. The views expressed are based on research, the brand's values, and my own interest . This blog is simply an honest piece of storytelling shared with love. Hope it resonates with you! Let me know your thoughts in the comments.