India’s rich cultural heritage is beautifully showcased through its diverse art forms, each state offering a unique blend of designs, patterns, and fabrics. Despite this, artisans who uphold these traditions have struggled to compete with large-scale industries, threatening the survival of their craft. However, some brands have stepped in to preserve these timeless art forms. Well-known names like Fabindia and Good Earth have worked closely with artisans to showcase handmade products.
But it’s not just established brands making a difference. Small and medium businesses have emerged, promoting traditional art by collaborating with skilled artisans. At the forefront of this movement are women entrepreneurs who are leading artisan-centric Direct-to-Consumer (D2C) brands. These women have harnessed the power of digital platforms to scale their businesses and bring authentic, handmade goods directly to consumers.
The D2C sector is rapidly expanding, driven in part by the shift in consumer mindset. Many now prefer homegrown brands that align with their values and meet their expectations. Additionally, women's growing purchasing power and independence as both entrepreneurs and consumers have further transformed this space. Let's explore five inspiring women entrepreneurs empowering artisans and making their mark in the D2C world.
5 Women-Led D2C Brands Empowering Artisans
The direct-to-consumer (D2C) brands not only bring beautifully crafted products to customers but also empower artisans by providing them with sustainable livelihoods. Here are five remarkable brands led by women entrepreneurs making a difference in artisan communities across India.
Sirohi Furniture- Gauri Malik
Sirohi Furniture, founded by Gauri Malik, stands out for its unique blend of sustainability and support for women artisans. This home decor and furniture brand works closely with artisans from underprivileged backgrounds, training them to repurpose used textiles and plastics through traditional Indian techniques.
By reimagining waste materials into functional and aesthetic furniture, Sirohi’s products tell compelling stories rooted in nature and India's rich cultural heritage. One of the challenges Gauri faced was maintaining product consistency during busy seasons. To tackle this, she centralised the sourcing of raw materials and allowed trained master artisans to handle quality checks in a decentralised way.
Since joining Amazon Saheli, Sirohi has seen an increase in demand, receiving 10 to 15 orders daily. The programme helped Gauri’s brand by enhancing product listings and cataloguing, making Sirohi more visible to customers.
Additionally, Gauri’s decision to design collapsible furniture helped reduce shipping costs, especially during the pandemic, proving that innovation can address logistical challenges while supporting artisans.
The Indian Ethnic Co- Hetal Desai and Lekhinee
The Indian Ethnic Co. is the brainchild of Hetal Desai and her daughter, Lekhinee. Their brand started as a passion project when the duo visited a handloom exhibition and purchased 50 meters of Ajrakh fabric.
What began as a few kurtis stitched by their neighbourhood tailor soon became a booming business supporting over 1,000 artisans across India. Lekhinee and Hetal are committed to creating authentic, handcrafted fashion. Their products are made from handwoven fabrics dyed using organic and vegetable dyes, and each piece is tailored by hand.
This focus on sustainability and traditional techniques has resonated with customers worldwide. The brand’s product line has expanded beyond kurtis to include saris, dupattas, silver jewellery, and more.
The Indian Ethnic Co. also actively supports the artisan community by sourcing fabrics from master artisans like Abdul Jabbar Khatri for Ajrakh and Nagendra Rao for Kalamkari. Their inclusion in a WhatsApp group called ‘The Craft Channel’ has helped them network and collaborate with more artisans, ensuring that traditional handloom techniques remain alive while creating jobs for many.
Okhai- Kirti Poonia
Okhai, led by Kirti Poonia, is a brand that aims to empower rural women artisans by helping them showcase their talent on a global platform. The brand started as an initiative by the Tata Chemicals Society for Rural Development (TCSRD) and later evolved into a successful business under Kirti’s leadership.
She realised that the world needed to see the incredible craftsmanship of the rural women she met in Mithapur and decided to turn that vision into reality. With Okhai, Kirti has helped more than 24,000 artisans sell their products online, providing them with much-needed exposure and financial independence.
Okhai’s product line includes handcrafted clothing and accessories, and the brand has grown steadily, with its items now available on shopping platforms. Okhai’s transformation from an NGO to a thriving business shows how Kirti has created a self-sustaining model that empowers women to become economically independent.
By training artisans and providing them with a platform to sell their products, Okhai ensures that these women preserve their craft and improve their living standards.
House of Anita Dongre- Anita Dongre
Anita Dongre, a household name in Indian fashion, founded the House of Anita Dongre to create stylish, affordable clothing for working women. However, her journey also led her to establish a deeper connection with artisans in rural India.
Today, her brand includes multiple labels, and through her initiative, Anita Dongre Grassroot, she works closely with rural artisans to preserve traditional crafts. Anita’s personal connection with fashion began at a young age, influenced by her mother’s talent for sewing clothes.
Starting her business with just two sewing machines and a small loan from her father, Anita built her brand from the ground up. Though initially rejected by retailers, her determination led her to create her own brand, which has grown into a successful venture employing over 2,700 people directly and many more artisans indirectly.
House of Anita Dongre supports grassroots artisans by incorporating their skills into modern designs. This ensures they receive fair compensation while keeping traditional Indian craftsmanship alive. Through her efforts, Anita has created a brand that caters to modern women's needs and supports artisans' livelihoods across rural India.
Tjori- Mansi Gupta
Founded by Mansi Gupta in 2013, Tjori is a brand that brings Indian handicrafts to a global audience. While studying at the Wharton School, Mansi noticed a significant demand for traditional Indian craftsmanship abroad but found no Indian brand meeting that demand. This inspired her to start Tjori, a brand that showcases Indian heritage through handcrafted products.
Tjori started with a vision to become a global player in the handicraft space, and over the years, it has made significant strides toward that goal. The brand works with over 700 artisans, creating products from clothing and accessories to home décor and wellness items.
By tapping into the strength of India’s rich cultural heritage, Mansi has built a brand that competes with international labels while staying true to its roots. Through Tjori, Mansi has created jobs for artisans and promoted Indian craftsmanship globally. The brand’s success story is a testament to how traditional crafts can be blended with modern business strategies to create something unique.
These five women-led brands serve as a reminder that entrepreneurship can drive positive social change, creating sustainable livelihoods for many artisans across India. By blending traditional techniques with innovative approaches, these brands bring beautiful products to the market and preserve the rich heritage of Indian craftsmanship.
Shiprocket ZOP: Shop Authentic Products from Indian Artisans
Shiprocket ZOP is a platform designed to bring authentic Indian artisanal products directly to consumers. At its core, ZOP connects people with India’s rich heritage by offering a range of handcrafted products, such as intricate textiles, traditional jewellery, and unique home decor. Focusing on the direct-to-consumer (D2C) model, it allows artisans and smaller brands to bypass traditional retail channels, offering consumers a more personal and authentic shopping experience.
The essence of ZOP lies in its mission to support local artisans across India. These artisans bring their traditional skills to life through products that reflect India’s cultural diversity. By offering these goods on an accessible platform, ZOP not only helps preserve these age-old crafts but also introduces them to a modern audience that values authenticity. Every purchase directly supports these artisans, creating a meaningful connection between the buyer and the maker.
ZOP’s commitment to creating a seamless shopping experience is another aspect that sets it apart. Powered by Shiprocket, the platform offers a hassle-free checkout process, quick and reliable shipping, and strong post-purchase support. Whether you're shopping for handcrafted home decor or traditional jewellery, you can trust that the buying experience will be smooth from start to finish. This direct connection between buyers and artisans enables consumers to understand the stories behind each product, making the experience more personal.
What makes ZOP truly stand out is its focus on sustainable and responsible production. The platform ensures that all products are made with environmentally friendly practices, such as using eco-friendly dyes in textiles or ensuring fair wages for the artisans involved. This focus on ethical sourcing appeals to the growing number of consumers who are conscious of their purchases' impact on the environment and society.
Beyond the digital platform, it reaches customers through pop-up stores in major cities. These events allow shoppers to see, touch, and feel the products before purchasing. It is a great opportunity for consumers to engage more deeply with the craftsmanship and quality of the products, further solidifying the connection between buyers and artisans.
Additionally, it has introduced a subscription service that delivers curated artisanal products to customers on a monthly basis. This innovation allows shoppers to discover new products regularly and support local artisans. Focusing on personalisation and customer engagement makes ZOP a unique shopping destination for those exploring India’s artisanal treasures.
Through its thoughtful curation approach and dedication to supporting local artisans, Shiprocket ZOP has become a go-to destination for anyone who values authentic, handcrafted products.
Conclusion
The growth of women entrepreneurs leading artisan-centric D2C brands is a powerful reminder of the progress toward gender equality and financial freedom. These women bring fresh perspectives and innovative solutions to the business world, helping redefine success. In India, many D2C brands run by women have achieved remarkable success, proving that their hard work and dedication inspire countless others. These women are building brands and making the way for future generations to follow.
