Narrating the story of Indian raw aesthetics and modern lifestyle, the concept store of Peeli Dori is the amalgamation of both the worlds. Located in Shahpur Jat, New Delhi, the location is apt for the concept store, since the place itself is a sustainable utility model. It is an example of how the two worlds (urban and the rural) can come together and form such an out of the world place to go and cherish. Peeli Dori is an idea to create a lifestyle that is raw, classy, sustainable and organic. All these elements come together to create the products and the same came forth to create the ambiance of the store.
I met Niharika Chaudhary, the young mind behind the brand and realized how beautifully she has curated, designed and found a way to make lives of many women better by giving them a platform like Peeli Dori to showcase their talent. She doesn’t shy away from mentioning the details about these women and how she found them with help of NGO’s and clusters. Niharika herself travels across the country in search for unique talent and craft which is hidden in every nook and cranny of this country. She and I got talking and came to a point that if sustainability needs to enter our lives, it has to be through affordability and connecting on a very ground level. You can’t talk about sustainability and not keep masses in your mind while doing so.
Every corner of this world has a story to narrate. Inspired from these stories, Peeli Dori is a contemporary brand upholding the essence of Indian traditions and skills. The handcrafted products are a thread between Indian raw living and an urban lifestyle.The store interiors are inspired from the rural heritage of the country. Accents of yellow bring in focus all the major props and thus creates a sense of eye movement. The idea of repainting the hidden stories is the inspiration behind the yellow window which becomes the centre focus, and then everything goes along. The grey textured walls are inspired from the mud walls but the color gives it an urban touch as well. From matka lights to the terracotta diya wall, everything reminds us of Indian roots. The price range starts at as low as 1800 and goes upto 7000 (app.) in clothing section, for home decor it can range from 1400 for cushions to 7000 for lights/table lamps.
While speaking to Niharika, we both were sure of one thing- This should not be your regular photo shoot with good clothes and no idea behind it. So to add more organic, eco friendly and earthen feel to whole story, I searched for location, food and people who are equally involved in similar work and art. We chose Jugmug Thela, Blue Tokai etc. as our location since one is an Artisan Tea & Coffee place while the other deals in single estate coffee found in India. Peeli Dori literally means joining people with a thread and that is what we tried doing here in this story, connecting different brands who have almost similar agenda and idea in one story.
You can use same clothes by just styling them differently and it’ll not only save you a big cost but will also give an edgy style above everything. Peeli Dori is connecting more and more communities and clusters directly to urban consumers to cut down the added middle cost we all tend to pay in the process and one being able to buy a sustainable product is the major aspect of this category as well as our story.
People who think sustainable or eco friendly clothes are mere second hand clothes or are only good for dumping or making dusters then you are mistaken, they can be worn for your weddings, styled in many ways and most importantly let’s your skin breathe.
About the founder- Niharika may come across as a soft-spoken in her day-to- day life but has a strong and expressive voice when it comes to design. She had never planned to enter towards the fashion industry but her strong inclination towards art and culture sculpted her path. Peeli Dori, the vision of a 22 year old Dehradun girl took birth when she participated in
a national level handicraft competition Design Sutra. Her entry was a dining chair designed by using two craft clusters together. The spectacular win eventually led her to bringing to life, designs that are global but are rooted in their origins.
“There is no beauty in the finest cloth if it makes hunger and unhappiness.”
Location– JugMug Thela