Quirkk India, a Varanasi-based fashion label, stands out with its quirky handpainted images

Art-inspired handpainted image on a Quirkk India ensemble
| Photo Credit: Special Arrangement

Mudit and Surbhi Katoria’s fashion brand, Quirkk India, may be less than a year old, but it is already making waves with its eye-catching designs. Specialising in shirts, tunics, and trousers featuring a vibrant mix of hand-painted and printed imagery, the Varanasi-based label blends geometric patterns, flora, fauna, and pop-art aesthetics. Their designs — ranging from nods to Frida Kahlo and Van Gogh to playful pet portraits with a quirky twist — have intrigued buyers, as seen at a recent exhibition by the Crafts Council of Telangana in Hyderabad.

Launched in August 2024, with its debut collection rolling out in October, Quirkk India has steadily built a presence at select fashion exhibitions across India. On their Instagram page (@quirkk.india), they describe themselves as “fashion rebels on a mission,” using bold prints and eclectic designs to break the monotony of conventional fashion.

A model sports a Quirkk India ensemble
| Photo Credit:
Special Arrangement

Quirkk India caters to a clientele that is young at heart, but its foundation is deeply rooted in the traditional crafts and handlooms of Varanasi. Each piece in their collection — whether painted or printed — is the handiwork of Fine Arts students from Banaras Hindu University.

“More than 20 students work with us part-time,” says Mudit, crediting them for adding artistic flair to their designs. One of their early successes came when hand-painted denim pieces became a bestseller, reaffirming their belief in the concept.

Their pet-themed clothing has also struck a chord with animal lovers. “We wanted to create a fashion label that resonates with people,” says Surbhi. “Many of our early customers sent in pictures of their pets, wanting personalised designs featuring their furry companions.”

In the last two months, Quirkk India has expanded into kidswear, tapping into the trend of coordinated outfits for parents and children. Their signature aesthetic is often accentuated with striking images of tigers and leopards. The colour palette, spanning aqua blues, lush greens, pinks, oranges, and lime yellow, is inspired by their travels. “Fashion labels in Bali played with unusual colours, and that sparked our creativity,” says Mudit. “We always envision the final look and collaborate closely with dyers to achieve the perfect shades,” adds Surbhi.

Mudith and Surbhi
| Photo Credit:
Special Arrangement

Beyond their signature animal, plant, and geometric motifs as well as imagery inspired by Van Gogh and Frida Kahlo, the brand has also introduced a capsule collection influenced by the Maha Kumbh, incorporating motifs like trishuls and naga sadhus.

Mudit comes from a family with a legacy in Varanasi saris and textiles. When he and Surbhi, an MBA graduate in International Finance from Symbiosis International University, Pune, decided to venture into textiles, they aimed to create something distinctive. They first launched Ganga Banaras, a label focused on heirloom-worthy Benaresi saris with contemporary colours and design aesthetics.

“A few years later, we wanted to transition into something playful and unique for a younger clientele,” says Mudit. Their decade-long experience working closely with handloom and craft clusters in Varanasi helped them refine their sourcing process, selecting silks, cottons, linens, and muls. “For our recent collection, we used a fabric blend of linen and mul, which gives it a soft texture,” he explains.

Handpainted images of animals on Quirrk India ensembles
| Photo Credit:
Special Arrangement

Though initially targeting a younger clientele, Quirkk India has found a strong customer base among those in their 30s and 40s as well. “It caters to anyone young at heart,” says Surbhi. The brand’s pricing falls between ₹6,000 and ₹10,000.

Unlike their heritage label, Ganga Banaras, which relied on in-store sales and direct buyer interactions, Quirkk India is gearing up for online expansion. “Our presence at select exhibitions has helped us market the brand both in India and abroad,” shares Mudit. “Now, our website is taking shape, and we’re ready to explore e-commerce opportunities.”