In the serene backdrop of Pithoragarh, a young woman, Priya charts her own course in the realm of entrepreneurship. Raised in a humble household, with her father working a private job in Delhi, her mother a homemaker, and her brother a civil engineer, she was always inclined towards self-reliance and creativity. Her journey into the world of business wasn’t just a choice but a necessity mixed with passion.
While pursuing her BA in 2017, a little shop opposite her college piqued Priya’s interest. This shop, selling alluring macrame items, became her gateway to the world of entrepreneurial creativity. To support her daily expenses, she learned the art of macrame, crafting jhulas, toorans, and various home decor items. Earning ₹800 a month, she not only mastered this craft but also began to sense the market’s pulse for such unique products.
Tooran made up of Macrame
Ganpati ji’s idol made up of Macrame
Building a Business Ground-Up
With her newly acquired skills, she took to WhatsApp, creating a group of around 150 people from nearby areas, including her village. This platform became her initial marketplace where she advertised and sold her products while also fulfilling orders for the shop that taught her the art.
Her innovation didn’t stop there. She delved into utilizing Pirul (pine needles), creating eco-friendly rakhis and other products, adding another dimension to her growing business. The lockdown in 2020 brought new challenges but also new opportunities. With Meesho, an online shopping app gaining popularity but not delivering to remote villages, she found a niche. She would order products based on her WhatsApp group’s demands, receive them in Pithoragarh, and then forward them to remote areas, earning a commission in the process. This clever business model leveraged local taxi services for delivery, ensuring that her customers received their products efficiently.
Rakhis made up of Pirul Tree
Empowering Community and Overcoming Challenges
Priya’s journey intersected with Margshala, a catalyst that provided her with crucial business insights and networking opportunities. Drawn to Margshala through a Facebook live event, she found mentors like Aadya Singh and Jasmeet Singh, who guided her towards refining her business model and focusing on her strengths.
However, challenges emerged when delivery agents began selling similar products, directly competing with her. Undeterred, she continued with her macrame business, expanding her reach through Instagram and Facebook, where she found a significant customer base.
Collaboration with SHG Women and Expanding Portfolio:
Recognizing the potential in partnering with Self-Help Groups (SHG) women in her village, she began marketing their products alongside her own. These women, skilled in Aipan art and soap making from local Chura trees, found a new avenue for their crafts through her online presence. Further enriching her collaboration, she introduced an innovative initiative to the SHG women – teaching them how to create organic rangoli colors using flowers and leaves. This initiative not only added a sustainable aspect to their craft but also helped in preserving and promoting a traditional art form integral to the local culture.
Priya has established a business selling traditional grains and specialty products from Uttarakhand, including items like Bhaang Dana and Ragi.
Organic Rangoli extracted from flowers and leaves
Aipan Arts
Hobbies, self-reliance, and future plans
Priya’s hobbies, rooted in crafts and arts, fuel her business ideas. She operates independently, managing all aspects of her business single-handedly, from creation to delivery.
Looking ahead, Priya envisions expanding her product range to include more local Uttarakhand products, thereby bringing the essence of her culture and heritage to a broader audience. Her plan includes scaling up operations, and potentially collaborating more with local SHG women, to meet increasing demands.
From learning macrame to navigating the complexities of running an online business, Priya’s story is a testament to resilience, adaptability, and the spirit of entrepreneurship. It’s a journey of empowering not just herself but her community, bringing the vibrancy of Uttarakhand’s crafts to the forefront, one product at a time, and now with the added touch of organic rangoli colors, enhancing the spectrum of her entrepreneurial canvas.
Written by Pranali Ghoderao
