About Us
A passionate endeavour by a mother-and-son duo, the brand ‘Sureena Chowdhri’ is a well-balanced harmony of creativity, technology and business acumen. Led by Sureena and Govind Chowdhri, the brand is dedicated to creating timeless designs that celebrate the artistry of Indian craftsmanship.
MEET THE FOUNDERS
Sureena Chowdhri, for as long as she can remember, has always been in the pursuit of all things creative. A self-taught designer, she spearheads the designing of evergreen silhouettes that the label has come to be known for, and pays careful attention to every detail that goes into making a Sureena Chowdhri ensemble. She routinely immerses herself in learning from the karigars in her atelier and beyond. Even after decades of work, she finds motivation in creating the best reflection of Indian heritage through a global lens.
Govind Chowdhri leads the brand’s business operations with a special focus on growth marketing, technology integration, efficient retail and quality. A corporate lawyer by education and profession, serendipity led to his crucial role at the brand – he happened to quit his job at the same time his mother was toying with next steps for her business. The entry of his young energy led to the creation of ‘Sureena Chowdhri’, giving a name and face to the years of work put in by his mother in creating white labelled clothing.
Our Vision
At the heart of the brand is a desire to fulfil the sartorial needs of the Indian woman who wishes to invest in high-quality festive wear. We create modern heirlooms that can be worn repeatedly and cherished, eventually being passed down with love.
PROCESS
We borrow deeply from the vibrancy of India: the intricacy of its crafts and the lives of its people to create designs with lasting appeal. At Sureena Chowdhri, intentional design meets meaningful storytelling with ensembles that make every woman feel her best. Luscious fabrics mingle with indigenous karigari in our simple yet stately looks; often evoking the old-world romance of an era gone by.
PRESENCE
The versatility of our product lines has allowed the brand to resonate across continents. With a strong e-commerce presence, the brand connects globally, while its four stores across India offer a touch and feel experience for local audiences.
“Clothes are a powerful medium of self-expression, and I really wanted the brand to speak the language of empowerment. Starting this label empowered me in so many ways, and I wanted to extend that same spirit—be it via our collections or the stories we tell through our campaigns—to our patrons, artisans and team. The intention behind everything we do runs very deep.”
— Sureena Chowdhri
KARIGARI
A reverence for Indian craftsmanship underpins every stitch and seam of label Sureena Chowdhri. A creative curiosity about age-old techniques of embroidery, weaving and textile motivates us to engage local artisans and empower them to preserve the vibrant cultural heritage of the country.
Starting with a modest team of 15, we’ve expanded into an in-house family of over 200 dedicated employees. We’ve also created a vendor network that includes over 1,000 external karigars, skilled in traditional techniques handed down through generations, working indirectly with the brand.
our impact
