The Haelli
Handcrafted Ethnic Wear & India’s First Hand-Painted Juttis Brand
The Haelli is a Gurugram-based Indian fashion brand known for adding a playful, contemporary twist to traditional Indian handicrafts. Operating under Haelli E-Commerce LLP, the brand specialises in handcrafted, hand-painted ethnic wear and footwear, with a strong focus on artistic expression, individuality, and cultural roots.
Founded in 2016, The Haelli is widely recognised for introducing India’s first-ever 100% handcrafted and hand-painted leather juttis, later expanding into sarees and ethnic apparel that blend handloom, handcraft, and modern design aesthetics.
About the Brand
The name “Haelli” is derived from Haveli, symbolising heritage homes of Haryana and reflecting the brand’s deep cultural grounding. What began as an experimental creative project quickly evolved into a nationally loved brand with a strong digital presence and a large, loyal community.
The Haelli’s design language is defined by:
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Quirky illustrations and playful slogans
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Hand-painted florals and motifs
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Bold colours with non-conventional palettes
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Wearable art that balances tradition and fun
Every product is designed to feel personal, expressive, and rooted in Indian craftsmanship.
Product Categories
Footwear (Signature Category)
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Handcrafted leather juttis
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Hand-painted & customisable designs
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Quirky illustrations, slogans & motifs
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Made by skilled artisans across India
Ethnic Wear
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Hand-painted sarees (organza, georgette, cotton, silk)
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Embroidered and printed blouses
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Dupattas and coordinated separates
Additional Collections
The saree line, launched in 2020, is designed to appeal across age groups and occasions—positioning the saree as both expressive and versatile.
Founder & Leadership
Founder & Design Head: Neha Sahu
A Gurgaon-based designer originally from Rohtak, Haryana, Neha Sahu transitioned from a career in academia (Assistant Professor, Computer Science) to pursue her lifelong passion for art and design. Her creative vision drives The Haelli’s distinctive aesthetic and commitment to handcrafted excellence.
Business Details
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Legal Entity: Haelli E-Commerce LLP
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Incorporation Date: 01 June 2016
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Entity Type: Limited Liability Partnership (LLP)
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CIN: AAG-5516
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Status: Active
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Industry: Apparel & Fashion
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Business Model: Direct-to-Consumer (Online-first)
Registered Office
📍 Haelli E-Commerce LLP
Unit No. 1416, 14th Floor,
Ocus Quantum, Sector 51,
Village Samaspur, Gurugram,
Haryana – 122018, India
Sales, Shipping & Reach
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Primary Sales Channel: Official website
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Shipping:
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Production: Artisan-led, handcrafted across multiple Indian regions
Contact Information
📞 WhatsApp / Phone: +91 98882 42242
📧 Customer Support: connect@thehaelli.com
🌐 Website: https://thehaelli.com
⏰ Support Hours:
Monday – Friday | 10:00 AM – 5:00 PM
Brand Positioning
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Handcrafted, art-led ethnic fashion
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First-mover in hand-painted juttis in India
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Quirky, expressive alternatives to conventional ethnic wear
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Strong artisan collaboration & cultural storytelling
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Digital-first brand with global customer base
Business Snapshot
| Aspect |
Details |
| Brand Name |
The Haelli |
| Legal Entity |
Haelli E-Commerce LLP |
| Founded |
2016 |
| Headquarters |
Gurugram, Haryana |
| Category |
Ethnic Wear & Footwear |
| Speciality |
Hand-painted juttis & sarees |
| Business Model |
D2C (Online-only) |
| Shipping |
India & Worldwide |
