While January might mean a slow start for some, at AZGA it is the opposite. The brand’s office in Jaipur buzzes with activity as designer and co-founder Namita Bhandari closely examines the finished pieces of their new collection. “For me, quality is not just about perfection, but about staying true to the materials, the process, and the authenticity of the craft,” says Namita as she checks the polish and the alignment of the enamel cufflink in her hand. In the other room, her sister and co-founder Nikita Bhandari is on the phone finalizing details with a client from Italy. The duo work like a well-oiled machine as they prepare for a trade exhibition in Paris in February. Seasoned industry veterans, AZGA will return to the Paris exhibition circuit for the 14th time—a testament to the brand’s sustained presence in the European market.

This is the essence of AZGA, a brand that is defined by its commitment to authentic craftsmanship and uncompromised quality, time and time again. Started from scratch, the brand has grown into a globally trusted name for men’s accessories and fine craftsmanship.

While AZGA started in 2014, the sisters’ foray into the world of design and Indian handicrafts began much earlier when they watched their father establish a block-printing and textile business from the ground up. Early years spent observing skilled artisans weave stories with their hands instilled a deep love and respect for Indian craftsmanship, which ultimately led to the birth of AZGA. 

AZGA’s mission was simple—to breathe new life into traditional artisanal practices and bridge the gap between age-old craftsmanship and global sensibilities. The sisters built their brand around intricately crafted accessories that focused on quality and longevity as opposed to mass-produced dupes that had flooded the market. AZGA focused on growing organically by refining its design process, working closely with local artisan clusters and letting their work speak for itself.

AZGA’s drive to revive traditional craftsmanship and bring heritage designs to life has brought it critical acclaim and global attention. In 2023, the UK’s Financial Times drew a spotlight on AZGA’s approach of drawing inspiration from heritage architecture and design and creating ornate yet functional pieces. The article caught the attention of the venerable Victoria and Albert Museum in London, which invited AZGA to participate in The Great Mughals: Art, Architecture and Opulence exhibition. Running for more than six months in 2025, the exhibition celebrated the opulence and artistry of the Mughal era. A rare honour for an Indian accessories brand, AZGA’s products were showcased in the museum’s gift shop as part of the Mughal exhibition.

AZGA stands apart from many of its peers in a category that has been traditionally a male-dominated field. The woman-led brand is redefining the segment with a fresh perspective that effortlessly merges heritage aesthetics with modern sensibilities. The sisters believe in empathetic leadership and giving back to the community and the artisans who have helped the brand grow. 

On their journey to becoming a truly global brand, AZGA remains committed to its goal of championing Indian craftsmanship while creating accessories that are timeless.