Ziddi celebrates the power of being who you truly are, unwavering and unfiltered. Ziddi often has a negative connotation in our society but to us, it’s the necessity to be who one wants to. To do what one wants to. To break the “rules” a bit.
Ziddi was born out of a stubborn love for craft, culture and design.
Founded in 2020 by sisters Pallavi and Malvika, Ziddi began as a small passion project between two very different creative minds united by one shared obsession, handmade artistry.
Pallavi, an architect, has always been fascinated by structure, heritage and the way thoughtful design can shape experiences.
Malvika, a NIFT graduate, brought an instinctive love for fashion, colour and storytelling.
Long before Ziddi became a business, it was simply something we loved. As teenagers, we spent weekends wandering through Dilli Haat, collecting handcrafted treasures instead of shopping at malls. We made jewellery for ourselves, admired the hands behind every piece, and unknowingly planted the first seeds of what would eventually become ShopZiddi.
When Pallavi was working as an architect and Malvika graduated from NIFT, we realised that our passion deserved more than weekends and hobbies.
It deserved to become our life's work.
Our ancestral roots trace back to Barmer, Rajasthan, a place that has quietly shaped the soul of Ziddi.
Growing up in Delhi, our annual visits to our village with our grandparents became some of our most cherished memories. We were captivated by Rajasthan's vibrant colours, intricate crafts and rich cultural traditions. Against the vast, earthy desert landscape, local women dressed in the brightest reds, pinks, yellows and blues with effortless confidence, turning every street into a celebration of colour.
Those colours, textiles and stories stayed with us long after we returned home.
It's no coincidence that every Ziddi collection celebrates bold colours, rich textures and handcrafted details. They are a reflection of the Rajasthan we grew up loving, a place where tradition, artistry and self-expression exist in perfect harmony.
Every piece we create carries a little bit of that journey with it.
We believe the best designs are discovered, not imagined.
Every Ziddi collection begins with a journey, through colourful bazaars, artisan villages, forgotten craft clusters and the people who have kept India's rich creative traditions alive for generations.
We travel with curious minds and open sketchbooks, collecting stories, colours, textures and techniques that inspire every piece we create. From the vibrant streets of Rajasthan to the timeless craftsmanship of Kutch, every destination leaves a mark on our collections.
For us, travel is more than inspiration. It's a way of honouring India's incredible artisans, celebrating regional crafts, and ensuring these traditions continue to be worn, loved and passed on.
Every journey shapes our designs.
Every craft shapes our story.
Every piece carries a little bit of both.
