In a market filled with mass-produced home products, two Jaipur entrepreneurs found an opportunity in something much older: traditional Indian craftsmanship.
Founded by husband-and-wife duo Punit Agarwal and Chandni Gupta in 2022, Aurum Crafts has built a direct-to-consumer homeware brand focused on handcrafted and semi-handcrafted wooden kitchen and home products.
The Jaipur-based startup was reported to be generating around ₹5 lakh in monthly revenue in 2025, while building its business around local artisans, sustainable materials and modern product designs.
Here is the story behind Aurum Crafts and how the founders turned an idea around home décor into a growing D2C business.
From Corporate Careers to Entrepreneurship
Before starting Aurum Crafts, the founders came from different professional backgrounds.
Punit Agarwal had experience in his family’s metal fabrication business and also has a computer engineering background. Chandni Gupta, meanwhile, had spent more than a decade working in the corporate sector.
Their eventual business idea came from their personal interest in hosting, home décor and creative products.
They noticed that many traditional Indian craft products had strong cultural value but often lacked the contemporary designs and presentation that modern consumers were looking for.
That created an opportunity to combine the two.
The founders began exploring how traditional craftsmanship could be turned into functional products for modern homes.
Aurum Crafts Was Born in 2022
The couple launched Aurum Crafts in 2022, starting with handcrafted home and kitchen products.
The name “Aurum” comes from the Latin word for gold, reflecting the founders’ intention to create products that felt valuable and premium.
But getting the business off the ground wasn’t immediate.
The founders reportedly spent around a year learning the complexities of the business, from finding the right materials and artisans to developing products and establishing their online presence.
For a small D2C company, product creation wasn’t simply a matter of designing something and putting it online. They had to develop a supply chain capable of producing consistent products while preserving the handcrafted character of the brand.
Working With Rajasthan’s Artisan Community
One of Aurum Crafts‘ biggest differentiators is its connection with local artisans.
The company works with artisans from Bagru and surrounding regions of Rajasthan, bringing traditional skills into its modern product range.
Its products combine machine-assisted processes with skilled craftsmanship. Certain stages, such as cutting and sanding, can involve machinery, while artisans handle processes such as finishing, polishing and hand-painting.
This makes the products better described as semi-handcrafted rather than entirely handmade.
The model allows Aurum Crafts to maintain a balance between production efficiency and traditional craftsmanship.
It also gives the products a story that mass-produced kitchenware often doesn’t have.
From Wooden Boards to Premium Homeware
Aurum Crafts has built a product range around functional home and kitchen items.
Its catalogue includes products such as:
- Wooden cutting boards
- Cheese platters
- Serving trays
- Bowls
- Roti boxes
- Cake stands
- Coasters
- Cutlery stands
- Decorative homeware
- Ceramic storage products
The brand uses different types of wood, including acacia, mango and teak, across its collections.
Its newer collections also combine wood with decorative elements such as brass, giving traditional materials a more contemporary appearance.
The strategy is relatively straightforward: take everyday household products and make them more attractive, giftable and culturally distinctive.
Why the D2C Model Matters
Aurum Crafts chose to build itself as a direct-to-consumer brand.
Rather than relying primarily on traditional retail distribution, the company sells its products through online channels.
This model gives the brand greater control over how customers discover and experience its products.
It also allows Aurum Crafts to communicate directly with consumers through:
- Its website
- Social media
- Digital marketing
- Online product photography
- Storytelling
- Customer reviews
For a visually driven category such as home décor, this is particularly useful.
A beautifully photographed serving tray can be marketed not simply as a kitchen product, but as part of a lifestyle.
And humans, remarkably, will pay more for a cutting board if you photograph it next to sourdough and a marble countertop.
Aurum Crafts Reportedly Reached ₹5 Lakh in Monthly Revenue
The company’s growth attracted attention in early 2025.
Multiple reports published around January 2025 stated that Aurum Crafts was generating approximately ₹5 lakh in monthly revenue.
This figure should be understood as a reported 2025 revenue figure, rather than a confirmed current revenue number for 2026.
The company has not publicly disclosed a current monthly revenue figure on its website.
Nevertheless, the reported figure illustrates how a relatively small D2C brand can build a business around a focused product category, strong visual branding and a differentiated sourcing story.
A Business Built Around More Than Products
One of the most interesting aspects of Aurum Crafts is that the founders aren’t simply selling wooden kitchenware.
They are combining several elements into one brand:
Traditional craftsmanship
The company works with artisans and incorporates traditional skills into its products.
Modern design
The products are designed for contemporary kitchens and homes rather than being positioned purely as traditional handicrafts.
Sustainability
Natural materials and local artisan networks form an important part of the brand’s positioning.
D2C commerce
The company uses online channels to reach customers directly.
About Marketing Mirrors
Marketing Mirrors is a fast-growing digital storytelling platform that showcases real-life success stories of Indian entrepreneurs, creators, and innovators. Through their content, they highlight brands and individuals who’ve turned ideas into impact — inspiring thousands to chase their dreams.
