"Art enables us to find ourselves and lose ourselves at the same time." — Thomas Merton
In an age where digital fast-forwards are replacing human touch, some visionaries strive to bring us back to our roots. One such individual is Kalpana Shenoy, a veteran textile designer who gave up a lucrative career in international garment exports to build something uniquely personal and culturally rooted — Creative Strokes.
In Conversation with Kalpana Shenoy: Founder of Creative Strokes
In this exclusive interview with Vygr Media, Kalpana walks us through her brand’s journey, her values, and how a personal setback transformed her purpose. Here's the full interview:
1. Vygr: Please tell us about yourself.
Kalpana Shenoy: I’m Kalpana Shenoy, a textile designer by education, trained at the prestigious J.J. School of Art under Bombay University. I worked in the garment export industry for over 25 years, catering to renowned international labels like Armani, Otto, Miss Sixty, Chico, Soma, Killah Babes, Energy, Cold Water Creek, and Harley-Davidson.
While this experience gave me global exposure, I often felt creatively constrained — designing for others left little room for self-expression. The turning point came when I suffered a health setback, a stroke, which forced me to pause. During recovery, I reconnected with my roots in Indian art. That’s when Creative Strokes was born, a brand deeply personal, born from my brush strokes and life’s own stroke of fate.
Pic: Stone Art
2. Vygr: Could you please give us your brand name?
Kalpana Shenoy: The name of my brand is Creative Strokes.
3. Vygr: Is there a tagline for your brand?
Kalpana Shenoy: As of now, we don’t have a tagline, but the brand speaks through its purpose and art.
Pic: Ceramic Mugs
4. Vygr: Who are the founders of the brand? Is it just you, or are there more people involved?
Kalpana Shenoy: I’m the sole founder and brain behind Creative Strokes. It’s a one-woman initiative rooted in passion and purpose.
5. Vygr: Do you have anyone as a brand ambassador yet?
Kalpana Shenoy: No, not yet. At present, the work and its authenticity represent the brand best.
Pic: Coffee Painting
6. Vygr: Where is your business currently located?
Kalpana Shenoy: It’s based in Mumbai. I started with small exhibitions and art shows. The name Creative Strokes has dual meaning: it refers to the brush strokes of my artwork and the stroke (illness) that changed my life’s direction.
In fact, I’ve been actively involved with the Rotary Club of Mumbai Kalakar, conducting workshops and campaigns to support stroke patients. For instance, on World Stroke Day, I hosted an art camp at Nanavati Hospital, using art as therapy and awareness.
7. Vygr: Is there a brand history you'd like to tell us about?
Kalpana Shenoy: Creative Strokes began as a personal passion project, something I dabbled in while working in exports. But after my illness, I formalized it, registered it, and launched it as a full-fledged brand. It became my purpose, not just a pastime.
Pic: Hand Painted Trays
8. Vygr: What is the purpose of your brand?
Kalpana Shenoy: The main purpose is to revive and reintroduce Indian art forms into daily life. We’re surrounded by Western, Chinese, or South Korean aesthetics in everyday products, but our own traditional art forms — Kalamkari, Warli, Madhubani, Gond, Ikat — were being ignored. I wanted to change that.
9. Vygr: What are your brand's values, if you would like to specify?
Kalpana Shenoy: Preserving the essence and soul of Indian art through handcrafted artworks, and supporting the communities that create them.
Pic: Handpainted Jewellery
10. Vygr: Is there a culture that you would like to create within your brand?
Kalpana Shenoy: Absolutely. One of my goals is to create a culture that supports and uplifts Indian artisans, the karigars who are losing their livelihood and heritage because of the rise of machine-made goods. I want Creative Strokes to be a platform for preserving dying crafts, and to ensure that their knowledge is passed down to younger generations.
Many artisans from wood, metal, or fabric art backgrounds have been forced to give up their craft due to lack of demand. I want to give them visibility and fair trade opportunities through my platform.
11. Vygr: What does your brand do?
Kalpana Shenoy: Creative Strokes designs and sells handmade, culturally rooted art products. I also promote lesser-known Indian artisans and give them space to showcase their craft, thus contributing to a revival of India’s rich art heritage.
Pic: Metal Trunks
12. Vygr: What was the vision behind introducing your brand?
Kalpana Shenoy: The vision was to reclaim a space for Indian art in our modern lives—not just as decorative pieces, but as part of daily life. Whether it’s a Madhubani-inspired table runner or a Warli-themed greeting card, the aim is to make Indian art forms a part of everyday conversations.
13. Vygr: What is your positioning of your brand?
Kalpana Shenoy: Until now, Creative Strokes has primarily grown through offline exhibitions and word-of-mouth. However, we're preparing for an online launch very soon, making our products available to a global audience.
Interestingly, I’ve found immense interest from NRIs, who tend to cherish Indian art even more. But I want Indians in India to appreciate and adopt our traditional arts before they fade away due to neglect.
Pic: Appreciated by Mrs Chitra Wagh
14. Vygr: What are your brand attributes? Like, is it cool or serious? Or to the point?
Kalpana Shenoy: Creative Strokes is artistic, soulful, and thoughtful. It reflects a love for heritage, an eye for aesthetics, and an appreciation for the handmade. Each product is a blend of creativity and culture.
15. Vygr: What is your mission for your brand?
Kalpana Shenoy: To promote Indian art and uplift Indian artisans by integrating their work into everyday aesthetics and products.
Pic: Aroma Wax candles
16. Vygr: What services do you provide?
Kalpana Shenoy: Everything we make is handmade—from greeting cards and paintings to décor items. One of our most appreciated creations is our hand-painted greeting cards. They are left blank intentionally so that you can write your message. In this digital age, where most greetings are sent and deleted over phones, these cards bring back the warmth of handwritten wishes.
During the pandemic, I revisited old letters from late relatives, and their handwriting touched me deeply. That emotional connection is what I want to bring back through these cards. They’re not just greetings; they’re art pieces with lasting emotional value.
17. Vygr: Who are your target audiences?
Kalpana Shenoy: Our primary audience is mature individuals, typically middle-aged art lovers, home décor enthusiasts, and professionals who appreciate craftsmanship. Though some young people are starting to explore Indian art, it's largely the older demographic that understands its emotional and cultural value. Our products also appeal to NRIs and global connoisseurs of ethnic Indian design.
18. Vygr: What is your brand persona? Like, if your brand were a person, who would it be?
Kalpana Shenoy: Honestly, I haven’t defined that yet. But if I had to describe it, it would be like an old soul with a modern eye — someone who treasures tradition but finds new ways to make it relevant today.
Pic: Watercolour paintings
Final Thoughts
Kalpana Shenoy's Creative Strokes is more than an art brand — it is a mission in motion. With a brush in one hand and cultural heritage in the other, she’s helping revive Indian art, one handcrafted stroke at a time.
In an era of speed and digital disconnect, Kalpana's work reminds us of the value of slowing down, appreciating our roots, and supporting the artisans who keep our culture alive.
Whether you’re an art lover, an interior designer, or simply someone who values tradition with a touch of modernity, Creative Strokes offers something timeless for everyone.
For more details, check:
Instagram: creativestrokes1209
Address: Studio 15, Shree Durga Apartment
Co-op Hsg Society Ltd,
Plot no 186, Sector 10,
Sanpada (East)
Navi Mumbai 4000705.
Contact: 9619613696
Email: creativestrokes1209@gmail.com
© Copyright 2025. All Rights Reserved Powered by Vygr Media.
