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Founded by Kimaya Singh in August 2024, Mirchi was born from a desire to create the kind of brand we felt was still missing. A brand that celebrated Indian craftsmanship without asking it to fit into anyone else’s idea of what it should look like.
Growing up between New Delhi and New York, Kimaya fell in love with the energy of living between cultures- the colour, the contradictions, and the freedom of mixing worlds that weren’t always expected to belong together. Mirchi became a reflection of that. Kim wants Mirchi girls—especially South Asian girls—to see themselves in this world not as a token, but as the main character, To feel pride when someone compliments their skirt and they can say, ‘Thanks, it’s hand-embroidered in India.’ Not just pride in the product, but in the place.
Soon before launch, Sophie Besl joined as Co-Founder. Sophie and Kim first met as college roommates. When Kim shared her vision for Mirchi, Sophie saw an opportunity to combine their strengths, with Kim based in India and Sophie in New York, to build a brand that transcends borders. She set out to bring Mirchi to the U.S. and beyond, transforming a vision born in India into a global brand and community.
What began with a small group of artisans has grown into a global brand built on craftsmanship, community, and the belief that the most meaningful pieces are the ones with a story behind them.
Every Mirchi creation is made with immense care and intention, from the first stitch to the final detail. Rooted in traditional Indian embroidery techniques with a modern, playful twist, each piece is a testament to the artistry and dedication of our artisans—whose hands bring these designs to life.
Mirchi would be nothing without the skilled artisans who pour their time and talent into every creation, often spending hours, sometimes several days, perfecting the intricate details. We are committed to not only preserving these heritage crafts but also ensuring sustainable livelihoods for the artisans who uphold them. Their craftsmanship is the heart of Mirchi, and every piece is a reflection of their extraordinary skill, passed down through generations.
