Meet the Maker: Priyanka Chugh – Ek Taara

Timeless, rich, subtle, classy, sustainable, and exclusive prints for tasteful folk who care about what they buy and the way it is made – that, in a nutshell, is the world of Ek Taara for you.

Timeless, rich, subtle, classy, sustainable, and exclusive prints for tasteful folk who care about what they buy and the way it is made – that, in a nutshell, is the world of Ek Taara for you. Based out of Jaipur, Ek Taara dreams of creating a beautiful world in which there is a deep appreciation for each other’s cultural identities. We spoke to Priyanka Chugh in order to get to know Ek Taara better. And what she told us makes for fascinating reading. You are cordially invited to the conversation. Welcome.


How many (if more than one) members make up your team?

Priyanka Chugh, the founder, manages everything from conception to design to marketing to delivery. We have few tailors to do the stitching – Bhagwanji, Premji, Yogender, and many artisans spread across the state.

What were you doing before you started doing this?

I was working in Mumbai as brand manager. I completed my Masters from Italy. After that, I founded Ek Taara.


Why did you choose to do what you do?

I always dream of a life where I get to be creative, managerial and also where I work closely with artisans. I am in a continuous process of growth, personally, spiritually, and professionally. I am not impressed or interested in the ordinary. I wanted to start a brand where printing techniques are brought to a new level and infuse apparel with a whole new way to seeing. When my customers say they have not seen something like this before, we love it!


We are fascinated by names. What’s the story behind your brand name?

Since I was young, I always dream of a place where everyone lives in unity, no age or caste differentiation, and as one happy family. Hence I wanted to do something with the word Ek, which means one in Hindi. And Taara means star, and since I was looking to showcase various printing techniques on India, the word Taara represents India. In other words, One India.


Which are your best selling products?

Our linen dress and Indigo dresses are classics and very popular.

What kind of people do you create your products for? 

Two segments: a younger crowd that shops for colour prints and fun clothing. And, two, the segment that loves traditional clothing mixed with modern prints.



What are the challenges you face in connection with achieving your goals? 

To come up with new designs and prints every month is a challenge. To not repeat our designs is another challenge. Also, to compete with more and more brands that are entering the market is a big challenge. All these challenges don’t daunt us. In fact, they drive us to do better.


Where do you see your brand three years from now?

We see things one day at a time. One day at a time, we work towards getting more focused, more innovating, and making our presence felt in more markets in the arts and crafts domain across India.


What would you be doing if you weren’t doing this?

Jobs are way easier but somehow we would always be in something creative and design oriented.

Visit the Ek Taara Shop on Engrave.

Avinash Subramaniam

Avinash has been an advertising writer, fiction writer, poetry writer, freelance writer and serial wronger. Other roles he has been in include those of an editor, brand builder, and teacher. His interests include advertising, scrabble, body building, chess, cinema, making money, reading, internet culture, cricket, photography. To hear him air his thoughts, follow him on Twitter @armchairexpert.

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