Vanipriya Jayaraman, formerly a Chief Technology Officer, reflects on her transition into building Aarla, a culturally-rooted creative brand. What began as a deliberate return to consistent art practice during her second pregnancy gradually evolved into a brand built with intention and care.
“When I started Aarla, it was simply to keep my creative juices flowing; it wasn’t to start a career. I was pregnant with my first daughter, and I needed to destress from all the harrowing COVID news. Drawing soon became a daily anchor for me,” Vani smiles. “Over time, my art resonated with others who were interested in culturally-rooted, contemporary products for themselves and their kids. I started posting on Instagram and received requests to create products featuring the artwork, so the brand came about naturally. I had two startups earlier, so business wasn’t new to me. We did our first pop-up in May 2023 and realised that people who didn’t even know me wanted my artwork. That really cemented my belief in Aarla, and I took it more seriously.”
One of Aarla’s earliest products has a story rooted in continuity and timing. During her second pregnancy, Vanipriya created a series of watercolour artworks as part of her daily practice. One of these—a watermelon illustration completed shortly before she went into labour—became Aarla’s first t-shirt. Another artwork, a mandala elephant drawn during her first pregnancy, resurfaced much later and eventually became a t-shirt design. “The art existed long before the products did,” she says. “The brand grew by returning to these moments when the time felt right.
The business took a different turn when Vani started to make intentional art. She had to identify the right market, find a niche, and figure out what Aarla would stand for. The name itself, she explains, is deeply personal—a portmanteau of her daughters’ names, Aarohana and Aalapana. She jokes, “If my kids ever ask me what I left for them, I can say, ‘Hey, you have a brand named after you!’” She delved more into designing soon after the first pop-up.
As Aarla evolved, Vanipriya began working across a range of products—from apparel and tote bags to magnets and books, all rooted in cultural storytelling. The intent was simple: to create meaningful products for children to engage with their own culture in everyday life. She noticed that while many children’s products are visually appealing, they often lack cultural context. Parents are sometimes unsure how to answer when children ask why something exists or what it represents, and identifying this gap helped Vani decide to commit to Aarla full-time.
“I don’t plan much in advance. I start something and see where it leads; that’s how I landed on children’s books. When I was planning my first book, I wanted it to be Navaratri-related, but not just the generic dandiya, bangles, and sweets angle. I wanted to bring out more of the story and the cultural significance behind the celebration. I knew this wasn’t something that everyone would buy, but it would be valued by some, and I’m glad to report that it was! I sold 1000 copies last year, and another 1000 this year,” she says proudly. To her, what matters most is quality and resonance, not quantity.
Vani makes it clear that she will not chase scale. This is a niche brand with niche art and products, and is not for everyone. “I draw, not because I want 20 designs in a day. Art should not come with deadlines; it needs time, patience, and soul. For me, everything needs to be a translation of something cultural that can be passed on to future generations. The products have to happen organically; they need to make sense. I don’t want to make arbitrary products that have no cultural backing or philosophy. Our designs are a bit geeky, so if people can infer the thought behind them, that’s great. We likely won’t go viral for our designs, and that’s completely okay with me. We’re still carving out our place.”
She talks about the market, both present and future. “Recently, there has been a shift in the market from generic, mass-produced items to meaningful, story-driven products. They contribute to informal cultural education for children, which is important in today’s world. Parents have so little time with their kids, so we want to help add a bit of a cultural touch without using screens. Indian culture is very visual; everything has a form or colour associated with it, and that’s what makes it so rich and appealing. Something I aim for is being a brand that caters to people’s reflections on settling into their cultural identities, rather than versions diluted by outside cultures,” she says poignantly. She adds that running Aarla has been a learning process in itself.
On the topic of lessons learned over time, she details that having clarity over noise is how she manages to achieve what she set out to do. It’s easy to be distracted by external expectations and a whole lot of ideas. The moment you focus on fewer things with more attention, your brand identity becomes stronger. Vani says how every product, every design must be intentional, or it won’t fit into the larger picture of the brand.
Another lesson is learning and growing at your own pace. She talks about how art needs its gestation period; it needs to settle on its own. You can’t rush creativity. Growth will come when it wants to come. She built an ecosystem where, right now, she does everything. She is the designer and the janitor, and everything in between, she laughs. The process is different for everyone; you just have to take things as they come. Staying true to yourself and your vision is the key to successfully sustaining a brand in the long run.
“Success, for me, is more about relevance. It’s about work that continues to matter and stay true to its purpose. I have two stories that truly define success in my eyes. Last month, we were gifting partners for a large, formal cultural event surrounding Sathya Sai Baba’s 100th anniversary. The Chief Guest was former Vice President of India, Venkaiah Naidu. Our products were chosen to be presented to him as memorabilia; it was unbelievable! Another story is from last year, when I was in Singapore for a musician, Sikkil Gurucharan’s concert. I did the merchandising for him and set up a stall at the venue. Later, when I walked through the streets, I came across a beautiful temple. I went in, admired the architecture and deities and left. A few months later, a friend of mine from Singapore reached out to order 300 copies of our Navaratri books for a temple. Wouldn’t you know it, it was from the same one I was admiring! Later, they commissioned me to develop an activity book about the temple so they could distribute it to kids to educate them about the site as a cultural symbol. It is part of a fundraiser with 1000 copies. It is slated to launch in January 2026. We felt true validation about the trust, appropriateness, and cultural credibility of our brand,” she gushes.
Vani calls Aarla a co-creative brand, with feedback constantly shaping the design and product ideas. “When you have a close working relationship with your customers, no matter how big or small, feedback always comes your way. I’ve been fortunate enough only to get suggestions or constructive criticism from my customers; it’s never been negative. I have people who push my creative limits and bring out things that I never thought about doing.” As a conclusion, Vani explores the question that all entrepreneurs are asked.
Aarla’s first pop-up
When it comes to motivation and the big, overarching question of ‘Why?’, she describes, “I am doing what I want to do, so that itself is a huge motivator. I also have the freedom to build with intention; I can choose what I want to work on, when, how, and the pace at which I create. I have the autonomy to stay curious. This also, very importantly, allows me to be a present mother and take care of my daughters the way I want to. I am thankful for the opportunity Aarla has given me to understand that excellence is when you’re doing the right thing even when nobody’s looking at you. Enjoy the small, tangible wins every day. Enjoy them for yourself, rather than competing with someone else.”
A children’s event for Navaratri with art, music, and storytelling
For further details, check the aarla website www.aarla.in
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