Aurum Crafts, based in Jaipur, blends handcrafting traditions with contemporary style to offer
beautifully made wooden kitchen items. Founded by Punit Agarwal and Chandni Gupta,
the brand specializes in cheese platters, serving trays, cutting boards, and
bowls—designed for modern kitchens yet rooted in artisan skill.
How Tradition Met Design in Aurum’s Living Room
Workshop
For a year, Punit and Chandni transformed their apartment into a design lab—learning every
detail of product development, from selecting raw wood to sourcing artisans and shaping the
brand. Their goal? Create beautiful, sustainable kitchen products that people can afford
without compromising quality or craftsmanship.
How Machines and Hands Work Together for Quality
and Soul
Each Aurum piece starts with machine processing—cutting, sanding, and shaping wood
precisely. Then artisans step in for hand assembly, hand polishing, and hand-painting.
This seamless mix of technology and human touch ensures precision and efficiency while
preserving the warm feel of handcrafted work.
How Jaipur and Jodhpur Gave More Than Just Wood
The duo sources wood from local regions, notably Jaipur and Jodhpur, ensuring that every
material comes from traditional craftsmanship hubs. Fair pay is a priority—artisans receive
proper compensation for both the raw wood supplied and the jewelry-like finishing work. It’s
a small but meaningful pledge to social sustainability.
How the D2C Model Made Buying Artisan ware Easy
Rather than navigating complex retail channels, Aurum Crafts chose an online,
Direct-to-Consumer (D2C) path. Building the brand digitally allowed them to reach
audiences directly, offer convenience, and tell their story authentically—without diluting it
through middlemen.
How Artisans Found Income and Purpose Through
Craft
Behind Aurum Crafts are real lives changed by creative work. One artisan, Achuki Prajapat,
rediscovered stability and income when she joined the team. Another, Sohan Vaishnav,
found pride in continuing his family’s artisanal skill. Their stories serve as a testament to the
human impact of mindful business.
How Sustainability Doesn’t Have to Cost the Earth
Aurum Crafts proves that eco-friendly products can also be affordable and beautiful. Their
approach shows that handcrafted goods—when produced thoughtfully—can align with both
modern design and environmental responsibility.
Featured by TheMarketingMirror.com
At The Marketing Mirror, we celebrate startups that blend creativity, culture, and care.
Aurum Crafts’ journey—from humble home experiments to attentive handcrafted
kitchenware—is precisely the kind of story we love to share.
If you’re building a venture that honours tradition, uplifts communities, and inspires change,
we’d love to showcase your story too. Reach out via TheMarketingMirror.com, where
purpose-led entrepreneurship meets its platform.
