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Doodlage (Preliminary Member)

Graduated from Pearl Academy of Fashion and started her work life alongside regular classes with exporters/retailers/printing units and designers. After graduation she decided to work in the industry for two years to hone her skills. Post that, she secured a full scholarship to study masters in design management at London College of Fashion. Along the course she started working as the curator for fashion in a London based shopping application called Shopcade. Eventually got Shopcade to India as a country manager working with the company for two years and is now finally involved with Doodlage and ethical fashion full time.

Design Philosophy: Our brand, Doodlage, was born from a simple idea—to create a unique, environment friendly products, which was high on style. Kriti, our founder and creative director, had her ‘big-idea’ moment, during a student internship at a large export house. She wondered if the mounds of fabric discarded due to minuscule variations in pattern design or colours, could be put to better use. Step by step, through multiple up-cycling based projects, and industry experience, both in India and abroad, and a talented team working tirelessly with her, she has turned up-cycling into a bold new statement. Everything at Doodlage is made with love; every piece we make is exclusive and unique.


Doodlage is a perfect sync of sustainability and innovation. We work with eco-friendly fabrics, such as organic cotton, corn fabric, banana fabric. Another source of fabric is the left over or quality, discarded textile from large manufacturers, which account for the “wastage” in export terms. We also source fabrics, which are left unused by other retailers post-cutting. Much like pieces of a puzzle, these bits and pieces come together, each with its own story. We love experimenting with textures, embroideries, panels, washes, shapes and sizes to optimize the use of every little.


Our three key doodlers Kriti Tula, Paras Arora and Vaibhav Kapoor, coming from very different backgrounds--design, management and finance, have it all figured out! The trio works endlessly to revise, innovate, and have successfully created India's first ethical fashion and lifestyle brand.At the core of the business is our design team that includes assistant designers and interns each of them unique in their design capacity, skill set and vision.Our production team consists of dexterous pattern-makers, and artisans skilled in stitching, embroidery and handwork, who form the ultimate link in our chain and make it all come alive!


Stores that we retail with: Ogaan, Ensemble, Aza, Taj Khazana, Creo, FFOLIO, Maalgadi, Elahe etc.

  • Address:
    F-323, 3rd Floor, Kumharo Wali Gali, Lado Sarai
    New Delhi - 110030
  • Telephone:
    +91 11 41034677
    +91 9654257777
    +91 9643976189
  • E-mail:
    team@doodlage.in, krititula@doodlage.in
  • Website:
  • Fashion Design Council of India, Fashion Designers, FDCI, Indian Fashion, Business of Fashion, Business of Indian Fashion, Sunil Sethi, President FDCI, Fashion Shows, Fashion Events, Amazon India Fashion Week, India Fashion Week, Fashion Design India, Ramp Shows, Indian Models, Dress Designers, Covering The World of Fashion, Designers, Models, Celebrities, Beauty and Shopping, Comprehensive Runway, India Couture Week, WIFW, AIFW, Delhi Couture Week, AICW, ICW, Trade event, Amazon India, World of Wearable Arts
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