ABOUT 'THE SUNDOOK'

About the Brand

The name SUNDOOK comes from the Hindi word संदूक — a treasure chest. And that is exactly what we set out to build: a treasure chest of India's finest handmade craft, carried straight from the hands of its artisans to your home.

Founded in 2022, THE SUNDOOK began with a simple belief — that the heart of India doesn't beat in its metros, but in its villages and small towns, in the hands of karigars who have inherited skills passed down through generations.

Today, THE SUNDOOK brings you handcrafted jewellery, hand-beaten copper bottles and jugs, and traditional brass items like diyas and bells — each piece sourced directly from artisan communities across India.

We buy every item at a fair price, and we sell it to you without piling on hefty margins, because we believe beautiful, handmade things shouldn't be a luxury reserved for the few.

इतना ज्यादा आप खरीदेंगे, उतना ही ज्यादा हुनर जिंदा रहेगा

 — the more you bring home, the more this craft lives on.

About the Founder

THE SUNDOOK is the vision of Avidha Vashistha, a small-town girl with a big love for Indian culture, tradition, and the artisans who keep it alive. Avidha always wanted to build something deeply rooted in rural India — something that gave back to the hands that have shaped our heritage for centuries. That calling became The Sundook.

Avidha is happiest speaking in Hindi, and deeply devoted — especially to Bhagwan Krishna and Bhagwan Shiva. Radhe Radhe and Har Har Mahadev aren't just words for her; they're a way of seeing the world, one rooted in faith, humility, and gratitude. That same spirit runs through everything THE SUNDOOK makes and stands for — Honest Work, Honest Pricing, and deep respect for the artisans who make it all possible.

Our Vision

In the next couple of years, Avidha wants THE SUNDOOK to go beyond India's borders and reach the world. Our vision is simple but ambitious: for people everywhere to recognize and remember the unmatched skill of Indian artisans — and to see handmade Indian craft not as a curiosity, but as a mark of true quality. Make in India, Vocal for Local — these aren't just slogans for us, they're the whole point.

THE SUNDOOK is also proud to be built by an all-women team, from sourcing to styling to shipping. As our Instagram bio says — Proudly owned and operated by Women. Every purchase you make doesn't just bring home a beautiful, handcrafted piece; it supports an Indian artisan, a small-town dream, and a team of women building something they believe in. Dhanyawad for being part of this journey with us. 🙏