The first whiff of your chai; a new leaf struggling to unfurl; your perfectly imperfect hair; that white shirt; a half-forgotten tune. We all find our moments of joy in otherwise mundane days.      

Surma was started in 2024 with the intention of making Everyday Beautiful. We create stories, moments and pieces that can become those little slivers of daily happiness. That can lift you up when the day’s going to dust. That can make you stop and listen to the music. That can make your Everyday Beautiful.  

Our designs borrow from the vast and unique language of Indian wear. But they’re reimagined for an India that chooses ease over excess, wants comfort along with good design. These are pieces that feel familiar, but look like something new you’ve been waiting to find.         

The name Surma is the thread that ties it together. The traditional form of kohl or kajal, Surma has been used by women, men and on kids to enhance the eyes, make them look beautiful. It isn’t for occasions alone. It’s a daily ritual to bring a little joy to the wearer.

ABOUT THE FOUNDERS

Surma was founded by Jhilmil Motihar and Ankur Tiwari in 2024. The desire was ridiculously simple and a tad selfish: Jhilmil wanted contemporary Indian wear that was well designed, was easy and effortless and was accessible. All she found were silhouettes and prints that hadn’t been rethought of in decades. What she couldn’t find, she decided to create.  

She began Surma with a storyteller’s instinct - shaped by her years as a lifestyle journalist and as a brand communication specialist at Jaypore and Mamaearth. The years spent in Paris studying Luxury Brand Management at ESSEC Business School, provided the foundation needed for building a brand. That good design can make the mundane interesting and bring joy to the everyday, is also an outcome of her time in Europe.  

Ankur, meanwhile, brought the perfect counterbalance and clarity having spent years scaling brands like Urban Company and Zomato, and later, guiding young startups through his own growth consultancy.  

As partners both in life and Surma, they share a love for stories, design and finding joy in the everyday.