About Soothi
A quiet rebellion against the ordinary.
Soothi is a design-led stationery brand rooted in Indian craft tradition. We make leather journals and stationery that feel genuinely worth keeping for independent retailers, cultural institutions, boutique hotels, and everyone in between.
The Story
Where the idea began.
Soothi was founded by Krittika Khandelwal (Krit), an entrepreneur with a deep personal connection to Indian craft and a clear-eyed sense of what was missing from the stationery market.
The insight was simple and specific: Indian craft has extraordinary depth, from marbling, block printing, and hand-stitching to khadi paper-making techniques, with centuries of heritage behind it. Yet Indian stationery had never been positioned as a design-led, premium product for the global market. It existed as artisan labor, not artisan story.
Soothi was built to change that. We are not a niche import brand or a heritage project, but rather a modern stationery brand that draws from India as a source of perspective, not just production.
"Around the world, stationery reflects the spirit of its origin, from the elegant minimalism of Japan to the playful precision of Korea. Indian stationery, with its deep roots in storytelling, spirituality, and artisanal care, has remained a hidden gem. We're changing that."
Where we are now...
Soothi is based in California and fulfills wholesale orders across the US and internationally. What started as a single product line has grown into a full stationery brand that includes leather journals, plantable seed cards, pens, desk accessories, and custom and private-label programs, all rooted in the same founding principle.
Over a decade in wholesale, we have shipped to thousands of small and independent shops, supplied major national accounts while following strict vendor compliance guidelines, and managed end-to-end custom programs for large corporations and nonprofits, including designing, producing, and shipping everything from scratch on deadline.We have done trade shows, local markets, retailer partnerships, and direct B2B programs.
And through it all, our operating principle has never changed: every customer matters, every order gets the same care and attention. Small boutique or national chain. First order or tenth, it makes no difference to us. You will always know what to expect, and we will always deliver it because, at the end of the day, it’s about leading with kindness, trust, and partnership.
Craft rooted in history.
Every Soothi journal is produced by skilled artisan partners in India. These are not factory products; they are objects made using techniques refined over generations, in materials sourced with genuine care for the environment.
Much of the leather is repurposed — material with too many flaws that would otherwise go to waste. The paper is tree-free, made from cotton waste, 120 gsm, hand-made. The dyes are natural, vegetable-based. The stitching is done by hand.
The result is a product that feels different the moment someone holds it. That tactile quality is the direct consequence of how these journals are made. And it is exactly why they sell, and why customers come back.
Our Ethos
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Sustainable craft
Repurposed leather, tree-free paper, natural dyes. Made using earth-conscious materials, because they are part of the story we're telling.
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Storytelling through design
Every product is rooted in literature, culture, or philosophy, not trend. Design that gives your customers something to talk about.
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Personal connection
Customization and curation that speak to the individual. Products your customers will keep, use, and return for.
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Mindfulness & intention
Journals and stationery are tools for presence, clarity, and self-expression, not utility items. Made to mean something to the person who receives them.
A partner you can rely on.
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10+ Years In Wholesale
A decade of independent retail partnerships, trade shows, and direct wholesale programs, built on repeat business.
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1500+ Wholesale customers served
From single-location boutiques to national accounts, with strict vendor compliance requirements consistently met, every time.
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End‑to‑end Custom program delivery
Full custom programs for major corporations and large nonprofits, designed, produced, kitted, and shipped on deadline without exception.
Hi, I'm Krit
I have moved a lot in my life, but the one thing that was constant no matter where I lived was that I always had a dedicated workspace filled with journals and other tools for creative expression. So, I wanted to create a brand that makes products that inspire all that creativity.
A journal can be so much more than just pages bound together. It can be that deeply personal space with no limitation that allows you to be as free and creative as you want, without judgment. It can be that safe space where you don’t have to follow rules and limit yourself.
While I grew up surrounded by entrepreneurs, I come from a corporate background, which means I understand the professional standard and operational complexity that wholesale partnerships require. And as a small business founder, I understand flexibility, changing requirements, and the value of working closely with every partner rather than treating accounts as transactions.
Every customer who chooses to carry Soothi is making a statement about what they want on their shelves. I take that seriously and work hard to make sure we are always worthy of it.
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-- Mission
To create soulful, sustainable stationery that inspires introspection, creativity, and intention.
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-- Vision
A world where every blank page becomes a gateway to self-discovery and every object we own tells a meaningful story.
