AstitvaIndia is a design house rooted in Indian aesthetics. For over two decades, we have been telling the stories of India through clothing, jewellery and home décor inspired by the country's rich artistic traditions. Working closely with artisans across India, we create timeless pieces that celebrate heritage while finding a place in contemporary life. Every brand has a beginning. Ours began with India. Long before AstitvaIndia came into being, Rajiv was endlessly drawn to India's textiles, crafts, architecture, theatre, jewellery and the quiet beauty woven into everyday life. What fascinated him most were the stories behind them and the people whose hands and skills had kept these traditions alive for generations.

Growing up, Rajiv's understanding of beauty was shaped by the culture of his hometown, its everyday traditions, the colours and textures of Indian textiles, and childhood visits to Pushtimarg havelis with his grandmother. Looking back, those experiences quietly shaped the way he came to see Indian aesthetics. Although Rajiv studied microbiology, his heart was always leading him elsewhere. Travelling across India, meeting artisans and spending time with master craftspeople became his real education. Every journey strengthened his belief that craft is far more than skill. It is memory, identity and a living expression of culture. In time, that journey found its name: AstitvaIndia. The name Astitva, meaning existence, has always been deeply personal to Rajiv. It reflects not only who he is, but also his commitment to celebrating and preserving India's artistic heritage through design.

As AstitvaIndia grew, the journey became a shared one. Nirali joined, bringing with her a deep appreciation for the beauty of Indian jewellery traditions. A commerce graduate by education and a jewellery designer by passion, she has always been drawn to heirloom jewellery, traditional craftsmanship and the stories every ornament carries through generations. Her creative vision brought a new dimension to AstitvaIndia and inspired the brand to expand beyond clothing into jewellery and later home décor.While Rajiv's journey has been shaped by textiles, theatre and craft traditions, Nirali brings a thoughtful eye for jewellery, detail and design. Together, they share the belief that India's artistic heritage is not meant to be admired only in museums. It should continue to be lived, worn, celebrated and passed on.

From the very beginning, AstitvaIndia has believed that artisans are the true artists. The brand's role is simply to learn from them, work alongside them and help keep their traditions relevant for generations to come. Every collection begins with a story, and every creation reflects the knowledge, craftsmanship and heritage of the people who bring it to life. Theatre has also remained an important part of Rajiv's journey. Training at the National School of Drama and designing costumes for numerous productions taught him to observe closely, appreciate detail and understand the power of storytelling. Those experiences continue to influence the way every collection is designed. Even today, the greatest inspiration comes from travelling across India, meeting artisans, exploring local traditions and discovering beauty in places that often go unnoticed. Every journey teaches something new, every collaboration enrichishes understanding and every collection becomes another story waiting to be shared. We do not simply create products. We create pieces that carry the stories, traditions and craftsmanship of India into everyday life.