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.

The entrepreneurial spirit behind AZGA was present from the very beginning—a desire to create something original and meaningful. With a strong family background in business, we grew up understanding how things are done, supported by early exposure to international markets and their working dynamics. This foundation gave us direction and confidence as we began our journey.

While the vision was clear, the product itself was entirely new. We entered the industry with curiosity and openness, building everything from the ground up. Learning was constant—about processes, markets, and the nuances of the industry—and each insight was carefully translated into the business. What anchored us throughout was a solid backbone of know-how, discipline, and an understanding of systems and quality.

There wasn’t a single defining turning point, but our consistent presence at Première Vision proved instrumental in AZGA’s growth. The platform allowed us to experiment, connect with global partners, and receive invaluable feedback and appreciation. These experiences shaped our evolution and continue to influence how we create, innovate, and grow.

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 inThe 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.