The Story Behind Ishtakari – A Dream Rooted in My Love for Juttis

By Priya, Founder of Ishtakari

Hi, I’m Priya, the founder of Ishtakari—and if there’s one thing that has always been close to my heart, it’s juttis. My love for them isn’t recent or trend-driven; it’s something that has grown with me over the years. From festive functions to everyday outings, juttis have always been my first choice. They represent tradition, comfort, and effortless elegance—everything I believe Indian fashion should stand for.

However, as much as I loved juttis, I often found myself compromising. Some were beautiful but painful to wear for long hours. Others were comfortable but lacked charm. I kept wondering why we had to choose between style and comfort—especially when it came to ethnic footwear. That question stayed with me for a long time, and eventually, it became the foundation of Ishtakari.

The Idea Behind Ishtakari

Ishtakari was born from a simple idea: to create handcrafted footwear and ethnic wear that women can truly live in. Pieces that feel festive yet practical, rooted in tradition yet suited for everyday life. I wanted to build a brand that celebrates Indian craftsmanship while understanding the real needs of modern women.

Designing with Intention

Every product at Ishtakari is thoughtfully curated. From selecting embroidery patterns and colour palettes to deciding the comfort features, I am deeply involved in the process. Our juttis, sliders, kurtis, and co-ord sets are designed to be versatile—something you can wear to a family function, a casual outing, or even a long day out without discomfort.

The Beauty of Handcraft

Handcraftsmanship is at the core of Ishtakari. We work closely with skilled artisans who bring generations of knowledge and artistry into every piece. The slight variations in embroidery, the hand-finished details, and the imperfect perfection of handmade products are what make each Ishtakari piece special. For methese details aren’t flaws—they’re stories.

Comfort, Always

Comfort is another non-negotiable aspect of the brand. As someone who balances work, responsibilities, and personal life, I understand how important it is for footwear to support you throughout the day. That’s why many of our designs feature cushioned footbeds and doctor soles—so you don’t have to think twice before stepping out.

A Personal Promise

Ishtakari is more than a brand to me—it’s a reflection of my journey, my values, and my everlasting love for juttis. When you choose Ishtakari, you’re not just buying a product; you’re becoming a part of a story rooted in tradition, care, and comfort.

Thank you for supporting Ishtakari and for being a part of this beautiful journey with me. 🤍