The Team Behind Loom Tree

Tulika Choudhary, Founder

Tulika has been passionate about fashion even before graduating from the National Institute of Fashion Technology, Delhi in 1992. After working all around the world, she has been one of the major forces to set up Asmara International, she is one of the co founders and actively responsible for business development for Asmara Group.

Asmara has a network of 11 offices all over the world and does close to USD 500mn in business with marque brands like, Abercrombie , Urban Outfitters, Marco Polo and Tom Tailor to name a few.

 Loom Tree grew as a concept from Tulika’s love for Indian craft and textiles and a desire to showcase that in a contemporary way to the world.  With her background in fashion and experience working with the best brands globally, Tulika is an invaluable asset to the Loom Tree Team.


Devender Gupta, Founder

Devender has always followed his dreams and passions and has managed to build very successful businesses around them. After graduating from the National Institute of Fashion Technology, Delhi in 1992, he worked in various fashion companies around the globe, before venturing on setting up Asmara International as one of the founding partners.

Devender is also the Founder of Inceptra Lifestyle which has successfully launched many mainstream brands in the domestic market in India. Devender leads the vision for Loom Tree and is instrumental in defining our brand values and our philosophy.


Madhulika Choudhary, Founder & Head, Loom Tree Foundation

Madhulika has worked in the social sector in U.K. for 20 years.  In her role as Project Manager, Social Work Education,  St.Mungos Broadway, a national charity, she developed and ran training programs for social workers who work with the homeless in Europe. Before moving to the U.K., Madhulika worked for many years with Dastkar, one of the foremost craft NGOs in India where she travelled the length and breadth of the country working with various craft communities. It was this love for craft that drew Madhulika back to India with a desire to give back to the community in some way. This led to forming of the Loom Tree Foundation which aims to work with NGOs  in different parts of asia in income generation and community development schemes which will benefit the craft communities that Loom Tree works with. With her expertise and experience in the craft sector in India, Madhulika leads our engagement with the various artisans and craftsmen that we work with.