I have built two worlds — and they are both mine.
I am Shruthi Challani — an entrepreneur artist. I am the creative director behind Fedha by Challani, one of South India’s most trusted names in pure 925 silver jewellery, with flagship stores across Chennai, Pondicherry, and Madurai. And I am the artist and founder behind Pitureart — a fine art practice I have grown from a single unexpected moment of discovery into a nationally recognised body of work, exhibited in Mumbai and Delhi and collected worldwide.
This page is where I tell you who I am — not just what I do.
How I Became an Entrepreneur Artist
I did not grow up with a plan to become an artist. My journey into painting began in one of the most ordinary and extraordinary moments a mother can have — sitting beside my daughter as she worked on a canvas, guiding her brush, and suddenly feeling something shift in myself. Something woke up that day. A passion I did not have the vocabulary for. A need to make something of my own.
I began painting. I experimented — acrylics, oil, charcoal, texture, tonalism. I studied the Renaissance and Baroque masters and felt the pull of their discipline: their command of light, their commitment to layered depth, their ability to make paint carry meaning. I found my voice as a contemporary realist artist and I began building Pitureart around it.
The Entrepreneur Who Was Already There
Alongside the emergence of the artist in me, there was always the entrepreneur. I am the kind of person who sees a gap and wants to fill it with something beautiful and well-made. I co-founded Fedha by Challani because I saw that pure silver jewellery — genuine, hallmarked, crafted with real artisan skill — was not being presented or experienced the way it deserved to be. I wanted to change that.
Today, Fedha by Challani is a brand I am deeply proud of. With a community of over 38,000 followers and stores across three cities, Fedha stands for one thing: pure silver jewellery made with intention and sold with integrity.
Why I Hold Both
People sometimes ask me if it is difficult to be both an entrepreneur and an artist. My honest answer is that I cannot imagine being only one. The discipline of running Fedha — its creative standards, its customer experience, its consistency — makes me a more rigorous and purposeful artist. The freedom of making art through Pitureart — the permission to experiment, to feel, to follow instinct — makes me a more imaginative and expressive creative director. I am better at both because I do both. That is the gift of being an entrepreneur artist.
Fedha by Challani — What I Built in Silver
Fedha is the Swahili word for silver. I chose it because I wanted the name to feel as rare and considered as the jewellery itself — global in its reference, quiet in its confidence. When I say Fedha by Challani, I want the name alone to communicate that this is not ordinary jewellery. This is pure 925 silver, gold-finished, crafted with the kind of meticulous care that makes a piece feel singular.
My Role as Creative Director
As the director of Fedha by Challani, I am responsible for the creative vision of the brand. Every collection begins with a concept I develop — a word, a feeling, a cultural reference — and I guide that concept through design, prototyping, production, and presentation. My stores in Chennai, Pondicherry, and Madurai each carry this vision: a jewellery experience that feels elevated, personal, and worth choosing with care.
What Fedha by Challani Offers
• Pure 925 sterling silver — hallmarked and authenticated
• Gold-finished jewellery with meticulous artisan craftsmanship
• Temple jewellery honouring India’s classical jewellery heritage
• Contemporary designs for the intentional modern woman
• Three flagship locations — Chennai, Pondicherry, Madurai
• 38,000+ community members and growing
[ EXPLORE FEDHA BY CHALLANI ]
"I believe that there is no universal approach to therapy. I tailor high quality sessions specifically for each client, to reflect his or her individual personality and needs."
— MY FINE ART PRACTICE — PITUREART
WHAT PITUREART IS?
Pitureart is my fine art practice — the place where I am most fully, most purely myself. The name is a fusion of ‘pitura’, meaning painting, and ‘art’. It is simple and direct, like the work: no pretension, just craft and feeling. Through Pitureart, I create original oil paintings, acrylics, texture art, tonalistic works, charcoal pieces, miniature paintings, and personalised oil portrait commissions.
The Art I Am Most Drawn To
I am a contemporary realist artist. My greatest influences are the Old Masters of the Renaissance and Baroque — Caravaggio’s light, Vermeer’s stillness, the narrative depth of painters who made every surface carry meaning. I take what I have learned from studying their work and translate it through my own lens: the light of Chennai, the textures of Indian daily life, the emotional weight of human faces and hands and quiet moments.
I paint still lifes and seascapes that hold symbolic meaning. I paint figures and portraits that carry stories. I paint abstract forms that are actually very specific — specific emotions, specific memories, specific moments of recognition. Art, for me, is never decoration. It is always communication.
My Exhibitions and Recognition
• Indian Art Festival 2024 — Mumbai (Featured Artist)
• Mumbai Art Fair 2024 — Exhibited
• Indian Art Festival 2025 — Mumbai (Returned by invitation)
• Business Style Award — Style Bazaar Designer & Lifestyle Exhibition
• Best Excellent Performing Artist — Indian Contest 2023
• Listed on Saatchi Art — world’s leading online art marketplace
• 80+ collectors worldwide — ships internationally
Commissions — A Painting Made for You
Some of the most meaningful work I have created has been through commissions. When someone trusts me to paint a portrait of a person they love, or to create an original work for a space that matters to them, that is a profound responsibility — and one I take entirely seriously. Every commission I accept is a genuine creative collaboration, and the finished piece belongs, completely and only, to the person I made it for.
If you have an idea for a commission — a portrait, a memory, a scene — I would love to hear from you.
[ VIEW MY ART GALLERY ] [ COMMISSION A PAINTING ]
