Archive · 15 Nov 2025
Moonray Launches Chorus: A Lifestyle Brand Celebrating Indian Craftsmanship
Imagine a special shop in Mumbai that's like a treasure chest of Indian creativity!
It's called Chorus, and it was started by a mother and daughter who love Indian crafts.
They used to have a clothing store called Moonray, but now they've opened this bigger shop that sells beautiful clothes, fancy dresses, skincare products, and even has a café.
The most amazing thing is that everything in Chorus is made using traditional Indian craft skills.
They use old techniques to make new things, like dresses from leftover cloth or shoes made from cactus.
They also work with artisans who have been doing these crafts for a very long time.
The goal is to show everyone how wonderful, diverse, and modern Indian crafts can be, and how they tell stories about our culture.
It's a way to keep these beautiful skills alive and show them off to the world.
Chorus, a new lifestyle brand by Karishma Swali and daughter Avantika, has opened in Mumbai, expanding on their previous label, Moonray.
The brand aims to celebrate and represent Indian craft on a larger scale, incorporating ready-to-wear, couture, skincare, and a café.
Chorus showcases diverse Indian crafts, including repurposed materials, traditional embroidery techniques, and sculptural basketry, with a focus on a fresh design language.
Karishma Swali, who also runs the Chanakya School of Craft, highlights the use of eco-friendly materials and innovative solutions in collaboration with international brands.
The launch seeks to honor craft as a living practice and a vital part of Indian cultural identity, addressing the diminishing interest among some artisans.
- Who
- Karishma Swali and Avantika Swali, along with a design collective and master artisans.
- What
- Launch of Chorus, a lifestyle brand expanding the Moonray universe to include ready-to-wear, couture, skincare, and a café, all centered around showcasing Indian craft.
- When
- Opened last week.
- Where
- Kala Ghoda, Mumbai, at the former location of the Moonray store.
- Why
- To represent and celebrate Indian craft at a larger scale, honoring it as a living, evolving practice and a container of culture.
View on Indian Craft's Current State
Initiatives to Preserve Craft
Artisan Interest in Craft
View on Indian Craft's Current State
Awareness and connectivity to craft have diminished due to the pursuit of Western trends, leading to a lack of patronage and causing craftspeople to reconsider their profession.
Initiatives to Preserve Craft
India possesses an unbroken lineage and the most skilled artisanal base globally, standing as a reservoir of craft knowledge, with specific villages dedicated to single crafts like crochet.
Perception of Indian Craft
View on Indian Craft's Current State
Within India, there's a need for greater understanding, celebration, and honor of craftspeople, as they form a significant part of the country's identity.
Initiatives to Preserve Craft
The world seeks out Indian craft for its unparalleled skill level, driven by excellence rather than price or labor, which requires Indians to look inward to support and value their craftspeople.
- Brand Name
- Chorus
- Founders
- Karishma Swali and Avantika Swali
- Previous Brand
- Moonray
- Location
- Kala Ghoda, Mumbai
- Store Size
- 980 sq. ft
- Offerings
- Ready-to-wear, couture, skincare, café
- Craft Affiliation
- Chanakya School of Craft