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“Think local, go global” is a powerful thought that can potentially transform the way startups run in India. Indian fabrics and textiles are deeply ingrained in the collective consciousness of Indians across the globe. So, how about celebrating the notion of “Made in India” with the help of skilled Indian artisans coming from some of the most backward regions of our country!
Taking this idea forward is an IT Sales Professional turned entrepreneur Divya, who aims to capture the spellbinding charm of Indian weaves through her dream venture Jhakhas. Launched in 2016, Jhakhas.com is an e-commerce startup of ethnic traditional Indian wear coming directly from the diverse sub-states of India. It recognizes the enduring appeal of a myriad of Indian weaves and collaborates with local artisans to come up with well-crafted sarees, salwar suits and more products of premium quality at affordable prices.
That’s quite a name!
The word “Jhakas” has a Bollywood vibe to it and is often used in a friendly and informal way to compliment someone looking beautiful and classy. However, since it risks being considered a slang in some cultures, Divya decided to play it safe by replacing “kas” with “khas” which means special so its “JHAKHAS”. Quite evidently, the classy and quirky collection justifies the unique and thoughtful name accorded to it. The brand strives to make “every individual look Jhakhas, i.e. beautiful and special” with its perfect combination of striking designs, exceptional craftsmanship, superior quality and affordability.
Why not give it a try?
As a child, Divya had her interests in designs and creations, but destiny took her the corporate way. She nailed it there too. Yet, when confronted with the choice of starting her career again, she had to give in to her childhood dream. In fact, Divya’s startup journey shatters the age-old myth that a woman’s dreams take a backseat after motherhood takes over. She believes “Motherhood provides a momentum to do something meaningful with your life.” The self-motivated Engineering & MBA graduate had been heading the marketing and sales department in an IT company for nearly 15 years. She quit her job soon after the birth of her baby boy in 2013 to raise him well, and later continued consulting many startups in IT domain, thus breaking the stereotype of what women can do and cannot do .
Thanks to an intuitive sense of fashion, she could always innately tell what worked and what didn’t. As Divya says “I love fashion, so I thought of giving it a try.” The maternity gap was the opportune moment to chase her long-cherished dream. Hence, armed with a sharp marketing acumen and immense self-belief, she ventured into entrepreneurship and established Jhakhas.
One step at a time..
For centuries, Indian women have nurtured their love for these priceless weaves, collecting them as exquisite family treasures to be passed on to the next generation. However, in today’s times, finding the authentic fabric from an authentic seller is a mammoth task. Divya understood the challenges of scouting out traditional Indian outfits from different regions. One would have to travel across the length and breadth of the country to get authentic Maheshwari, Laheriya, Bandhini, Banarasi, Chikankari and Chanderi. That wasn’t practically possible. Moreover, the decline in purchase of handloom textiles concerned her.
Divya decided to address such problems by collaborating with local weavers who had to leave their hometowns and travel to distant cities to sell their artworks. The feisty entreprenuer proposed her business idea to some of the handloom exhibitors who gladly accepted the collaboration. Thus began the adventure! The most satisfying aspect of the journey was the opportunity to empower skilled weavers through technical training (email, WhatsApp to even Inventory software, shipping software) so that they could directly ship their handmade products to the customers. Due to the robust training by Jhakhas team to zero technology friendly weavers, they were able to tide over the uncertainty during the lockdown period.
What’s So Special About Jhakhas!
Jhakhas offers an astounding range (4000+) of Indian sarees and suits, each of them carefully handwoven by seasoned artisans from all over India. The brand’s tie-up with these talented weavers ensures you get the most authentic pieces of Benarasi, Maheshwari, Chanderi, Kanjeevaram , jaipuri , chanderi ,chikankari and kota doriya sarees and suits .
Here you’re spoilt for choice while picking up some of the most distinguished pieces of Jaipur Gotapati, Lucknowi Chikankari, ghatcholas, marwadi dupattas, Kolkata’s linen sarees and embroidered lehengas. Divya mentions “Since we source directly from the weavers of the respective states, our price range is quite reasonable. We cater to kids too and have a separate line of clothing for them.”
Jhakhas has its own weaving and embroidery workshops operating across different parts of the country. Every “Jhakhas Product” is handcrafted at the authentic region where the handloom arts belong to. Divya points out “Our fabric is handpicked and hand dyed in our own color lab, and goes through strong quality check before getting it into production or ensemble making or heavy embroidery work on customized orders.”
Customizable is available here. If you’ve got a particular pattern in mind, rest assured it’ll be incorporated in the outfit. Jhakhas’s online service ensures easy access to the rich textiles of India.
Feel JHAKHAS, Look JHAKHAS & Be JHAKHAS
Thanks to Jhakhas, lakhs of Indian women can finally get their choice of traditional weaves without a worry. Furthermore, Jhakhas is providing local artisans with a platform to showcase their craftsmanship on a bigger scale all over the world and emerge as winners in the cut-throat competitive world of machine-made clothing.
Divya plans to set up a physical store in every city so that customers can physically experience all sorts of rare weaves available under one roof. Merely buying is not enough. One needs to understand the dedication and effort that goes into creating each product. That respect and appreciation for Indian weaves and its weavers is what Jhakhas aspires to achieve.
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The world of work can be an important entry point to changing social norms, roles and relations. Ethics, a culture of equality and respect that begins at work has a high potential of expanding to other areas of life. While Mulmul models all such positive attributes in its working environment it does so, revolving around happiness as a central theme taking a head start at breaking workplace norms.
Happiness has time and again been a convenient idea on paper however the challenges come through in incorporating it in realistic ways that add to a day at work over exercises and activities that feel mundane. Starting every new day and meeting with gratitude shares that have successfully encouraged mutual love and smiles almost leaving the team questioning their team-time if it doesn’t start that way, in little steps the team has created an environment that is hard not to appreciate.
Also common in this house is an open ear to newer ideas and perspectives from any and all members, this implementation of ideas isn’t only limited to work that translates to the customers but for regular team dinners and get-togethers, it’s a part of the routine here to get together for movies and shorter motivational videos of each person’s interests. From planning elaborate get-togethers and parties be it virtual or real to turning up festivals together, it’s all about attention to detail with fun games, choicely food and comfort that extends beyond work buddies. Kicking off spring, Holi celebrations were in full swing and colours at the fashion house like every other festival. Be it Diwali, Christmas or a small session of secret Santa celebrating together has only brought the team closer easing workplace tensions and building friendships, believes Harsh Modi, CEO
The Delhi based womenswear label clearly has its ethos of weaving threads of happiness shining through not only to its loyal clientele but also to those involved behind the scenes. From celebrating an audience of 100k to opening 11 stores across the country the label has come a long way with its employees and has managed to keep them energetic, loyal and happy as they hit 250k on Instagram this month!
“A simple equation for the production of successful artwork is lots of reference material plus lots of art supplies equal lots of painting happiness.”- Robert Genn
The Growth Of Art Suppliers – Addressing The Artists’ Quest For Creating Excellence!
There were many top consumer trends in 2020. As more consumers stayed at home due to the coronavirus pandemic, there was a surge in demand for craft projects for both children and adults. Arts and crafts stores saw sales increase significantly, possibly due to consumers working on DIY home improvement projects and parents looking for non-digital activities to keep their kids busy.
In today’s world, many factors such as growth in DIY trends, innovation in creativity, and showcasing one’s creativity on social media platforms such as Instagram, YouTube, Pinterest, etc. have driven the growth of this market. The global presence of e-commerce has motivated art supply manufacturers to sell their products online. This is expected to lead to a surge in the online supply of art materials during the forecast years. Social media influencers these days have become a medium to boost sales by recommending various art supplies to their followers, converting them into potential customers.
As consumers are spending more time at home, the demand for arts and crafts supplies is going to continue to increase well in the years ahead. Overall arts-and-crafts retailers have seen good performance since the development of coronavirus due to many
people seeking ways to keep occupied and de-stress in uncertain self-isolation.
Diving Into The Business & Journey Of Maxa Enterprises
Maxa Enterprises is a prevalent, well-established brand based in Pune city, carrying the most extensive range of fine art and designing products in India and serving the creative community since 1987. Founded by Mahendra Sonya, the brand not only has a brick-and-mortar store in Pune but since 2016 has also been into an online platform, selling products through its website, Instagram & Facebook pages and primarily being managed by Vipul Sonya. The distinctiveness of the brand stands in the enormity of supplies it offers to range from local to imported and customized products. The brand offers a myriad of art supplies from Camel and Pidilite to Cretacolor and Staedtler, and carries paints, paintbrushes, painting knives, canvases, carving & sculpting tools, inks, markers, pencils, easels, palettes, paper rolls, pads, sprays and texturing effect products across every brand required for the A-Z of art & craftwork.
The inception of the online store in 2016 was a way forward to increase the brand reach, gain goodwill in the portfolio and serve relentlessly to the passionate art community. So far it has catered to 4000 orders and the brand aims to open an art gallery in years ahead and augment its presence in Pan India. Customer centricity is at the core of Maxa Enterprises and it is this belief that has led the business to build long-term relationships. Ensuring a positive customer experience, and making available goods and services that are of top-notch quality are given prime importance at Maxa Enterprises.
“Jewelery is eternal, it never goes out of fashion.”- Kate Moss
Overview of the Indian Fashion Jewelery Market
The Indian jewelery business has undergone a drastic transformation over the years. The Indian fashion Jewellery market has emerged as one of the rapidly growing business segments of the
Country. Pre-pandemic, Chinese products had accounted for 35-40% of India’s fashion jewelery market. The Covid -19 pandemic however, gave a major blow to the fashion jewelery industry. Import of jewelery came to a halt, and social gatherings and the number of people attending weddings became limited.
However, the consumer demand has continued to improve after the second wave which paves the way for increased demand and jewelry industry is all set to get back its sheen. The market sentiments post-pandemic has been quite buoyant in terms of sales. The imitation jewelery market is estimated to reach INR 656.2 billion by the end of 2022 due to rising demand.
Indian fashion jewelery industry is growing in quantum, patronized mainly by the youngsters. In future, the imitation jewelery market is expected to grow further with soaring gold and silver prices, rising consumer preference, availability of more innovative designs and variety etc.
Check Out The Style Statement Jewelries by Atira Creations
Atira Creations founded by Sowjanya in 2019 is an online jewelery brand that offers culturally rich, ethnic and fashion jewelery that comes in flamboyant styles with jadau, polki, pearl, and silver oxidized, brass etc in premium quality matte finish.
The best part about the brand is the economical pricing it offers to customers without compromising on quality & durability. Their floral neckpieces, God engraved earrings and necklaces, bohemian choker sets and grandeur bridal jewels are a perfect match for Indian attire lovers.
Sowjanya, an MBA in HR worked in a corporate role for a few years She always drew inspiration from her mother who was equally fond of attires and jewels. After a career break, Sowjanya decided to start her own business at the promising age of 24 years and now almost three years post the brand launch, she is a successful entrepreneur. The brand has proudly catered to 1000+ customers so far and the Instagram page shows the immense love, patronage and testimonies from the happy clients.
The brand intends to become a known player in offering premium quality jewelery at affordable prices and increase the product reach to both the Indian & global markets.
“Jewelery is eternal, it never goes out of fashion, it will always be there.”-Kate Moss
The Changing Trends in Jewelery Purchase Pattern
Jewellery has always been of paramount importance to any Indian ethnic ensemble, all the more if it is for a wedding! And through the years, jewellery trends have undergone an evolution. In the yesteryears, it was a tradition for the bride to only wear pure gold jewellery. But due to rising prices of gold in the market, brides now wear one piece of gold jewellery to respect the tradition and every other piece they now opt for rental jewellery. Indian marriages more particularly south Indian weddings are so special since brides & grooms and all others who attend the function not only wear eye-catchy sarees, dhotis, and other traditional dress materials but they also create a statement by wearing contemporarily designed and crafted ornaments like long haram, long chains, bracelets, ear studs, necklaces and side bangles.
As shoppers shed their social distancing habits and get back into the swing of weddings, parties and other special events, demand for luxury jewellery is trending upward.With more and more brides turning to rental solutions, the number of brands jumping to explore this opportunity is rising too. From new and quirky online brands to physical jewellery stores that have existed for generations, everyone is catering to this new and exciting demand.
Add Sparkle & Shine To Your Life With Ahaarya Abinayam
Priya 26-year-old entrepreneur from Chennai, started her Entrepreneurial journey a year ago. And also, she works in a corporate job with a U.S bank. A dance afficionado, she wanted to start her business which was closely linked to her passion. Taking inspiration and cue from the origin of this art of expression and dance notations, she finally launched her jewelery brand “Ahaarya Abinayam” in April 2021. The brand offers an entire range of bridal and daily wear jewelry collections like jhumkas, bangles, neckpieces, harams, choker sets etc. Their jewelery is not only available for sale but also rented out for bridal & celebrity shoots.
The uniqueness about the brand lies in the rational pricing of its jewelery range making it affordable by all income groups. They have tied up with manufacturers, to economies the product cost and keeping a minimal margin, they offer their ethnic fashion jewelery at an efficient pricing. They not only rent out jewelery on bulk but even a single piece is rented out to ensure customer satisfaction.
The Brand Reach & Scope In Years Ahead
Ahaarya Abinayam has its base in Chennai and ships products Pan India & globally too. Within one year since launch, the brand has fulfilled 9k+ orders and has collaborated with many celebrities during their photo shoots. They have also collaborated with the channel Vijay Tv artist, Zee Tamil artist for both sale & rent of their jewelery. The brand aims to be accessible to all through its affordable pricing structure and deliver the finest quality ornaments in years ahead.
