Meet the Founder

  • Welcome to Threads of India — a celebration of India’s living textile heritage. Our brand is built on a deep love for handcrafted artistry, traditional techniques, and the stories carried through every motif, stitch, and weave.

    A Journey Rooted in Heritage

    I am Sonu Dua, born and raised in Delhi, where textiles have always been a part of my identity. From watching artisans at work to admiring the timeless elegance of hand-printed sarees, I grew up surrounded by craftsmanship that felt both personal and magical.

    This connection stayed with me even after moving abroad. In 2023, I launched Threads of India with a simple intention: to bring India’s artistry to the world through sustainable, modern, and beautifully handcrafted clothing.

    Learning the Craft First-Hand

    Before releasing my first collection, I returned to India to learn directly from local artisans. I spent time in workshops in Jaipur, observing and practising traditional block-printing — the very craft that shapes so many of our designs.

    This hands-on experience deepened my respect for the artisans and reinforced my mission to build a brand rooted in authenticity and ethical production.

    Crafted in India, Designed for the Modern Woman

    Every piece at Threads of India is a blend of:

    Ancient techniques like block-printing, hand-printing, and regional crafts

    Modern silhouettes that feel effortless, versatile, and wearable

    Sustainable, small-batch production that supports artisan communities

    We take inspiration from various regions across India — Jaipur, Ajrakhpur, Bagh, Andhra Pradesh, Kutch, and more — with a vision to expand into other art forms such as ikat, kalamkari, sanganer, bandhani, and hand embroidery.

    Beyond Clothing — A Lifestyle Brand in the Making

    Threads of India is evolving into more than just a clothing label.

    Our long-term vision is to create a holistic lifestyle brand offering:

    Handcrafted apparel

    Jewellery

    Table linens

    Home textiles

    And artisanal accessories

    Each category will continue to honour the same values: sustainability, heritage, and thoughtful design.

    Ethics, Sustainability & Purpose

    We work closely with small artisan units, embracing slow fashion and mindful consumption. By producing limited quantities, we reduce waste and ensure each piece receives the attention it deserves.

    At its core, Threads of India stands for:

    Preserving traditional art forms

    Empowering artisan communities

    Creating long-lasting, meaningful clothing

    Sharing India’s cultural story with the world

“AS AN INDIAN, IT IS INHERENT IN ME TO CREATE A FUTURE THAT CAN BE ENJOYED FOR GENERATIONS TO COME. IN WANTING TO BE A GOOD ROLE MODEL TO MY HOME COUNTRY AND TO BE ABLE TO BRING IN AUSTRALIA, IT IS INCREDIBLY IMPORTANT TO CREATE A BUSINESS THAT OPERATES IN HARMONY WITH THE ENVIRONMENT.”

Sonu dua — Founder and Creative Director