Chuchumai in Hindi is a woman who makes a lot of noise. Chuchumai is also the nickname given to designer, Ruchika, by her father when she was 2 years old. He still calls her that to this date. The name Chuchumai embodies not only the character and personality of Ruchika, but also the message she hopes to deliver through her designs and products. Using special weaving techniques, Chuchumai's creations are in fact voices of the strong women who weave them in villages around the world.