Born and raised in Delhi, the capital city of India, my life was always surrounded by the vibrancy of a middle-class household. My father, an artist who turned to printing, along with my mother, a homemaker and yoga teacher, nurtured my love for creativity and communication. They encouraged me to pursue these passions professionally. Following my dreams, I earned a degree in Mass Communication from GGSIP University in Delhi, and later, a postgraduate degree in Advertising and Marketing from St. Xavier’s College, Mumbai.
For over six years, I thrived in the advertising world of Delhi, Gurgaon, and Mumbai. But beneath the surface of this success, a question that nagged me was – “What impact am I making and truly what is my purpose in life?” The corporate world, with its processes and constraints, left little room for true creativity or meaningful work. Then a day dawned when I decided to step out of my comfort zone, to seek a purpose that resonated with my soul.
My journey took an unexpected turn when I stumbled upon Urmul, an NGO in Rajasthan working with artisans. Without a second thought, I left my city life and moved to a village in Rajasthan. This was more than a physical move; it was a leap into a new world, one that was about to change my perspective forever.
After eight years of immersing myself in rural life and understanding the deep-rooted challenges faced by artisans, I founded Samakhya Sustainable Alternatives. The name ‘Samakhya’ means a “collective where everyone is equal”, symbolizing our goal to bring together rural communities, natural fibers and traditional crafts to create sustainable alternatives for the market. Samakhya transforms indigenous wool into insulation that keeps homes cooler, quieter, and more affordable—reducing energy use and noise pollution. We focus on the marginalised sheep herding communities, creating income opportunities for their natural fibers for innovative a first in India.
Joining the Walmart Vriddhi program in 2023 marked a turning point for Samakhya. The mentorship we received was not just about business strategies; it was a holistic learning experience. It empowered me to train my entire team, most of whom had basic education in the nuances of business operations.
One of the most valuable learnings was understanding how to build structure in a rural, artisanal supply chain. We trained our team on production processes and later shifted focus to sales driven strategies. My mentor who also came from an advertising background helped shape our brand narrative and positioning.
One of the key realizations during the program was the importance of visibility and availability in rural and artisanal value chains. Unlike urban businesses, the challenges here were deeper and often hidden. We worked on improving our supply chain and creating systems and structures that could support the dispersed nature of our operations. This meant reaching out to artisans in remote villages, ensuring quality standards, and fostering a learning environment for them.
Our overall income grew from ₹2.5 lakhs (2022–23) to ₹86 lakhs (2023–24) and online sales have tripled in the past year. Today, we work with 2,500 women artisans and 500 pastoralists across 75 villages in Rajasthan.
The Walmart Vriddhi program guided us through legal and structural aspects of eCommerce, helping us overcome issues and prepare for launching our products on platforms like Flipkart. This journey from zero to significant sales figures is a testament to the program’s effectiveness in propelling our growth.
In 2024, Samakhya marked a major milestone by shipping its first international order to Nepal, and the team is now actively exploring opportunities in other international markets. Our focus has been on expanding Samakhya’s reach. Currently, our immediate plans are concentrated on strengthening our sales channels and processes in India. We are looking at connecting with more B2B buyers and export business working artisanal and green building products. We are also strengthening our online presence through our own website and our availability on market aggregator platforms.
Today, with a team of dedicated individuals and a network of over 3,000 artisans and pastoralists, Samakhya stands as a testament to the power of social entrepreneurship. We are not just a business; we are a collective – dreaming and striving to make a difference in the lives of those who work with us.
As I reflect on this journey, I am filled with gratitude for every challenge and every learning that has shaped Samakhya into what it is today. Our journey ahead is filled with hopes of expanding our reach, both within India and internationally, continuing to innovate and create sustainable alternatives that make a real difference.
In the end, it’s not just about the products we create or the profits we make. It’s about the lives we touch, the communities we uplift, and the sustainable future we are building, one artisan, one fiber at a time.
