Our Story

 

CHOYAL was born not in a studio, but in a small village in Rajasthan — in between dusty lanes, faded embroidery hoops, and the quiet hands of women who carry generations of unspoken skill. Founded by designer Sachin Choyal, the brand was created with one simple yet powerful idea: to bring the beauty of Indian rural craft to the global fashion stage — without losing its soul.

Growing up surrounded by craftspeople and watching his own family value clothing not for logos but for labour, Sachin developed a deep emotional connection to things made by hand. His training in fashion design gave him the technical tools, but his heart always stayed back in the village — where women embroidered for weddings, not runways, and where fashion lived in rituals, not retail.

In 2022, CHOYAL came to life — not as a fashion trend but as a cultural rebellion. At its core, CHOYAL is about slowness, sincerity, and story.

 


What CHOYAL Stands For:

  •  Handcrafted, not manufactured: Every CHOYAL shirt or garment is hand-embroidered or crocheted by rural women who work from their own homes. There are no factories. Just families.
  •  Cute meets consciousness: CHOYAL’s designs play with cute motifs — elephants, rabbits, dogs — and turn them into wearable art, without exploiting people or the planet.
  • Zero-waste philosophy: All collections are made in micro-batches, with leftover fabric used for buttons, packaging, tags, ensuring that nothing is wasted.
  • Rooted in culture, not trends: CHOYAL doesn’t follow seasonal fashion calendars. Instead, it draws inspiration from childhood memories, village stories, and Indian craft heritage.

 


Crafting With a Conscience:

The artisans who work with CHOYAL aren’t just workers — they are collaborators, storytellers, and carriers of tradition. Many of them had never imagined that their needlework could travel to cities like Mumbai, Delhi — or even Paris someday. Through CHOYAL, they now see their work valued, worn, and celebrated — not as ‘rural’ or ‘ethnic’, but as contemporary, desirable, and global.

From the first stitch to the final tag, CHOYAL ensures that each process honours people, materials, and purpose. Even the tags are made by hand, and each piece comes with instructions that speak of care, love, and longevity.

 


A Vision for the Future:

CHOYAL dreams of growing — not fast, but meaningfully. The goal is to connect with more rural artisans across India, integrate circular design practices deeper, and retail consciously through collaborations, exhibitions, and curated stores.

At a time when fashion often means speed, scale, and sameness — CHOYAL chooses slowness, smallness, and soul.

“We don’t just make clothes. We make stories. And we believe every story stitched by a rural women deserves to be seen, heard and worn."

 

Get in touch:

Phone - 7814475644
Mail - official.choyal@gmail.com
Instagram - @choyalfromrural
Website : https://choyal.store/

Stockists: 

  • Journey of Objects 
  • Teatro DHORA  
  • Teatro Jaipur
  • House of Designers
  • The Chic Indian