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Two’s
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Parul and Nirali Chokhawala channelise their penchant
for handwoven fabrics in their clothing label, ETAR.
Anurima Das engages them in a tête-à-tête, wherein
they share their views on design, craft, and the clarion
call for sustainability in fashion.
Etar, as a word, has a Gujarati origin—it translates to ‘different’ or
‘unique’ in English. Parul and Nirali Chokhawala, the co-founders of
ETAR, wanted to stay true to their roots, and that is clearly reflected
in the label’s title. ETAR represents everything timeless and
classic, and brings out the mother-daughter duo’s true passion for
craftsmanship. Each collection from the label is embodied by the
natural texture of handwoven fabrics. Parul Chokhawala, a mother
of three with a commercial art degree, had long since wanted to
start a venture which could integrate her painting skills into clothes.
Nirali Chokhawala, on the other hand, has a Master’s in Fashion
Management from National Institute of Fashion Technology (NIFT),
Gandhinagar. Her stint at NIFT brought her closer to Indian artisans,
wherein she witnessed their hard work and skills more closely.
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