From the heritage-rich craft villages of Bagru to contemporary homes across the globe, Jaipur-based startup Aurum Crafts is redefining sustainable living with handcrafted eco-friendly kitchenware. Founded by Punit Agarwal and Chandni Gupta, the brand blends age-old craftsmanship with modern aesthetics, creating products that are not only functional but also works of art.

A Vision Born from a Love for Creativity

Walking through the narrow streets of Bagru, Rajasthan, one can witness artisans steeped in tradition. Wooden blocks dipped in natural dyes and carefully pressed onto fabric, alongside intricately carved wooden handicrafts, are testaments to skills passed down through generations. It was this rich legacy that inspired Punit and Chandni to establish Aurum Crafts in 2022.

“We wanted to create something meaningful, not just for ourselves but for the community,” says Punit, a computer engineer who left his family’s metal fabrication business to pursue a more fulfilling venture. Chandni, with over 12 years of corporate experience, shared his desire to build something that reflected their creative and sustainable values.

The couple found their inspiration in Jaipur’s vibrant art scene. “We are big hosts at home, and I’ve always loved incorporating creativity and sustainability into the way I entertain,” Chandni explains. “That passion sparked the idea to create home decor and utility items with both aesthetic and practical value.”

They chose the name ‘Aurum,’ meaning gold in Latin, to symbolize the preciousness of their craft and vision.

A Fusion of Tradition and Modernity

Aurum Crafts specializes in wooden kitchenware, including cheese platters, cutting boards, serving trays, and bowls. These items are semi-handcrafted, with machines aiding in cutting and sanding, while the finishing touches—assembly, polishing, and hand-painting—are meticulously done by artisans. This blend ensures precision without losing the charm of traditional craftsmanship.

Chandni emphasizes the importance of sustainability: “We wanted to keep the process eco-friendly, using local wood and ensuring fair wages for artisans. Our goal was to create affordable, high-quality kitchenware while preserving traditional crafts.”

The products’ modern aesthetic appeals to contemporary tastes, while their handcrafted nature resonates with consumers seeking meaningful, sustainable choices.

Building a Business, Supporting a Community

Establishing Aurum Crafts came with its challenges. “It took a year to figure out the process—sourcing wood, finding artisans, and building the brand,” Punit recalls. Despite the steep learning curve, the couple strategically chose a Direct-to-Consumer (D2C) model, avoiding the traditional retail route.

“Online businesses offer convenience, and we wanted to leverage that. But learning the ecosystem involved a lot of trial and error,” he adds with a smile.

Their efforts paid off, with their first collection becoming an instant hit. However, the true impact of Aurum Crafts lies in its partnership with local artisans.

Empowering Artisans

Aurum Crafts collaborates with skilled craftsmen and women from Bagru, providing them with opportunities to earn a livelihood while preserving their heritage.

One such artisan is Achuki Prajapat, a 32-year-old painter. “After my husband passed away, I struggled to provide for my three children,” she shares. “Aurum Crafts trained me in hand-painting, and today I can support my family independently. It has been a blessing.”

Similarly, Sohan Vaishnav, who has been painting for 15 years, finds joy and purpose in his work. “This isn’t just a job—it’s a way to keep our traditional techniques alive,” he says.

Growing Sustainably

With a monthly revenue of Rs 5 lakh, Aurum Crafts is a shining example of how sustainability and profitability can coexist. Looking ahead, Punit and Chandni aim to expand their product range and global reach while staying true to their values.

“We want to build a brand that reflects our roots and offers people meaningful, handcrafted products,” Punit says.

For artisans like Achuki and Sohan, Aurum Crafts is more than a business—it’s a platform for empowerment and cultural preservation. And for consumers, it’s a reminder that every purchase has the power to support tradition, sustainability, and community.

A Legacy in the Making

In an age of mass production, Aurum Crafts stands out by celebrating the artistry of human hands and the stories they tell. From the heart of Rajasthan to kitchens worldwide, this Jaipur startup proves that traditional crafts can thrive in the modern world, one handcrafted piece at a time.