The Founder’s Journey: From Lucknow to a Legacy
Born and raised in the vibrant city of Lucknow, Nidhi Bala grew up surrounded by the timeless beauty of Chikankari embroidery. Moving to Bangalore after her marriage in 2003, she was shocked by the exorbitant prices and poor quality of Chikankari available in pop-ups and exhibitions. This stark contrast to the authentic craftsmanship she cherished in her youth planted the seed of an idea: bringing genuine Chikankari artisans under one umbrella.
Nidhi’s journey began in earnest in 2007 when she returned to Lucknow to connect with rural artisan communities. She partnered with NGOs to understand the challenges faced by these artisans, many of whom worked under dire conditions. Witnessing their dedication and resilience, Nidhi was inspired to create a platform that not only preserved this 200-year-old craft but also empowered the artisans behind it.
By 2014, with just ₹14,000 and a small team of four, including two sisters in desperate need of work, Nidhi officially began her entrepreneurial journey with Tanzeb. Her first sale—a piece bought by a doctor at the gym—marked the start of a brand built on ethics, quality, and a deep respect for artisans.
Innovative Products
Tanzeb’s product line is a harmonious blend of tradition and modernity. Their hero products include intricately designed dupattas and sarees that redefine Chikankari for contemporary wardrobes. The brand also ventured into novelty items like handcrafted notebooks and embroidered frames, which have been appreciated by notable figures.
Milestones
Tanzeb has achieved significant milestones over the years, making its mark as a standout brand in the Chikankari space. A defining moment came in 2023 when Nidhi was invited to represent the brand at the G20 Women’s Empowerment Conference in Ahmedabad. As the only woman entrepreneur from the Chikankari sector, Nidhi showcased her products to a global audience, receiving praise and admiration from women leaders across borders. This recognition reaffirmed Tanzeb’s commitment to preserving and innovating this 200-year-old craft.
The brand is now approaching its 10-year anniversary, having crafted over 3,000 unique products that blend tradition with modernity. Tanzeb has also earned the trust of its customers, reflected in 70-80 authentic Google reviews filled with heartfelt testimonials. These reviews highlight the brand’s quality, ethics, and the meaningful connection it fosters with its artisans.
In addition to these milestones, Tanzeb’s creative innovations—such as their handmade notebooks and intricately designed dupattas and sarees—have received widespread acclaim. Presented to notable figures like Ricky Kej and Dr. Ashwath Narayan, these products have solidified Tanzeb’s reputation for combining artistry with functionality.
Branding with Purpose
From the very beginning, Nidhi recognized the importance of creating a strong brand identity. Drawing on her background in management, she ensured Tanzeb had a name and logo that reflected the purity and authenticity of the craft. Early branding efforts included professional billing systems, cohesive packaging, and a digital presence, all designed to set Tanzeb apart in a competitive market.
A pivotal moment in Tanzeb’s branding journey came during the Bangalore Poetry Festival in 2018, where Nidhi chose to showcase handmade notebooks instead of clothing. These notebooks, featuring Tanzeb’s signature embroidery and custom designs on every page, reflected the poetic essence of Chikankari and were widely appreciated by attendees. This creative approach underscored the brand’s ability to innovate while staying true to its roots, further establishing Tanzeb as a name synonymous with quality and cultural artistry.
Preserving Craft and Culture
Tanzeb, named after the pure white cotton fabric traditionally used in Chikankari embroidery, symbolizes the brand’s commitment to authenticity. The intricate craft, which once boasted 36 unique stitches, is now reduced to just a handful. Through Tanzeb, Nidhi strives to revive and innovate these techniques, ensuring their survival for generations to come.
The craft’s essence lies not just in embroidery but in every step of its creation—from block printing and fabric weaving to the delicate embellishments of Mukaish and crochet. Tanzeb is a celebration of this complexity, with over 45 artisans contributing their expertise to each masterpiece.
Challenges and the Path Ahead
Tanzeb has grown steadily but not without challenges. Managing a small team while scaling operations has been a balancing act for Nidhi. Limited resources and competition from machine-made goods have tested the brand’s resilience. Yet, Tanzeb remains steadfast in its mission to create ethically crafted, high-quality products.
Nidhi’s vision for the future is ambitious: Tanzeb stores in airports worldwide, introducing Indian artistry to a global audience. To achieve this, Tanzeb seeks partnerships with eco-conscious brands, funding, strategic mentorship, and a team to support its growth.
Association with NICEorg
NICEorg has been a pillar of support for Tanzeb, providing access to a network of cultural entrepreneurs and resources. The ecosystem has offered Nidhi a platform to share her story, learn from industry experts, and collaborate with like-minded visionaries. NICEorg’s emphasis on building Brand India aligns perfectly with Tanzeb’s vision of showcasing authentic Chikankari on global platforms. Nidhi credits the association for providing the confidence and resources needed to envision a large future for Tanzeb.
Tanzeb Today: A Legacy in the Making
Tanzeb is more than a brand—it is a movement to preserve and innovate the timeless art of Chikankari. With a steadfast commitment to authenticity, ethical practices, and artisan empowerment, Tanzeb continues to weave stories of tradition, creativity, and resilience.
