Gulabi Pitari is an Indian homegrown brand,
run by a mother who loves making custom croche woolen clothes and accessories.
‘Gulabi’ means pink
‘Pitari’ means box
Her audience is someone who...
- likes collecting/wearing handmade products
- likes gifting thoughtful and personalised handmade presents
- likes custom clothing and accessories
- loves that a mom is going to knit a custom piece for them
- likes woollen croche products
- supports women-run small businesses
- likes good quality items which can pass down through generations
Brand focus idea - the story of a bird's nest
A bird develops specific skills to design for her family's needs throughout her life. She learns from her experience and intuition to pick up the suitable twigs, leaves and ropes to weave a customised, brand-new comfortable space for her baby birds.
"Gulabi Pitari" is an effort of a mother to take her creations, earlier made for only family and friends, to the homes of many. During ideation, we got inspired by the similarity between the story of a mother bird and the founder.
"Gulabi Pitari" is an effort of a mother to take her creations, earlier made for only family and friends, to the homes of many. During ideation, we got inspired by the similarity between the story of a mother bird and the founder.
