Head of Product Design

Before we get into the JD, as the founder of Siroh - I'd like to share this note with you, and if the first 6 sentences make sense - write to me and lets talk!

Hi there,

As we move the next phase of our growth and scale; were looking for an individual with an innate love for Indian craft, people and human centered design.

We aim to build Indias largest basketry and alternative packaging brand. What does that mean?

1. The best festive and utilitarian objects/baskets woven by hand

2. Building Indias first craft-based brand to design alternative packaging for luxury brands in skincare, Alcobev, jewellery and much more.

The new Dyson airwrap needs a new sustainable handmade packaging box and when Le Labo launches their new perfume bottle - we want to be the ones to do it!

If you know someone/anyone or YOU think you can reinvent craft as we now know it - Id love to talk to you.

Please email me at gauri@sirohi.org.

Formal Job Description

Sirohi.org is a luxe-sustainable home and lifestyle brand that takes cues from traditional Indian weaving patterns ( charpoy weaving) by fusing them with modern contemporary design to handcraft well designed products in the home and lifestyle space.

We started our work weaving baskets, bags, benches and home objects using the charpoy weaving technique and discovered our ability to make alternative packaging using craft as a medium for luxury brands. Think reimaging the quintessential box for the Dyson Airwrap or packaging for alco-bev brands.

As we move towards building a B2B brand for basketry, functional and utilitarian home objects and alternative packaging - we are looking for a Creative Director with an innate skill in basketry, fibres and Indian craft to drive new product design for Sirohi.

Role Overview

The Creative Director will lead the product design & creative design vision for SIROHI brand, blending artistry, functionality, and market trends to create compelling collections ith a focus on basketry that embody our heritage and contemporary appeal.

This role requires a leader who can guide a design team & craft master artisans to translate traditional craftsmanship into global handicraft functional products with strong sustainable values, that inspire global markets while staying true to our brand ethos.

Our current focus for 3 years is to develop B2B and strategic partnerships with large retail, home and fashion brands in India and globally who are interested in handmade products and craft based alternate packaging.

A key aspect of this role will be to lead the design strategy for in-house products for B2B partnerships and collaborate with large brands to develop relevant products for their collection launches.

Key Responsibilities

Creative Direction & Design

Define and implement the product creative vision and annual design strategy for the brand broken down by seasons/quarterly collections

Manage a 3 people design, merchandising team to develop product collections

Guide product development and sourcing strategies across craft categories (home dcor, gifting solutions, woven furniture, etc.)

Collaborate with design, merchandising team & master artisans to modernize traditional techniques while preserving authenticity.

Ensure innovation in aesthetics, color palettes, material sourcing, and product finishing that are aligned with Sirohis brand image

Brand Positioning & Customer Experience

Uphold and evolve the brands creative identity across all channels (retail, exhibitions, digital)

Partner with relevant agencies to develop Brands voice and languages for long term design development and offline presence

Work closely with the marketing team to develop brand assets including postcards, posters, tags for brand visibility

Create impactful visual merchandising concepts for exhibitions, trade fairs, and online platforms.

Sourcing/Merchandising & Market Alignment

Develop sourcing & merchandising strategies that align with both domestic and international market trends as part of the annual collection launches

Curate product assortments that balance artistic integrity with commercial demand.

Work closely with sales, retail, and e-commerce teams to optimize product presentation and storytelling

Attention to detail and conduct R&D to Monitor competitor and global market activity to anticipate and influence consumer preferences.

Team Leadership & Collaboration

Ability to hire relevant folks in the design and merchandising team as aligned with brands expansion strategy

Lead and mentor the team to achieve creative excellence.

Partner with Design, Sourcing, Merchandising, Production and Supply Chain teams to ensure design feasibility and quality control.

Build strong relationships with artisan clusters and ensure sustainable design practices.

Qualifications & Experience

Love for basketry, craft and building a global brand

Bachelors/Masters degree in Design, Fashion, Textile, Merchandising, or related field.

10+ years experience in design direction and merchandising, with at least 5 in a leadership role.

Proven success in working with handicrafts, fashion, home dcor, or lifestyle brands.

Strong understanding of natural fibres, basketry craft and working with artisans on traditional weaving techniques, with ability to adapt them into innovative, contemporary product designs

Strong knowledge of global design trends, merchandising strategies, product lifecycle, and retail dynamics.

A genuine passion for sustainable practices and artisan-made products, with the ability to translate cultural traditions into commercially viable designs.