"Since we work with many artisan groups across the country, art lovers can find a wide range of creations from us."
"I was born and brought up in Delhi. I majored in economics and then received my MBA before starting my career in a huge international corporation. After six years, I felt I had a sound foundation in sales, market research, new product development and marketing across some of the leading brands in India.
"During my time in marketing and business development, I had the opportunity to see and learn about the exquisite art of India. I got in touch with many artisans, learned about their stories and also saw the issues faced by Indian entrepreneurial ventures.
"My travel around India has been my biggest source of education and inspiration. We're not taught about crafts and our cultural heritage as a part of our formal education in school. Hence, when I started meeting artisans, weavers, and small craft-based entrepreneurs around India, I was humbled and amazed by the wealth of talent and skills in our country. However, despite such distinctive skills, their inability to get access to markets and a fair remuneration for their craft was a chronic refrain I heard wherever I went. This became the starting point of my journey.
"In and around 2009, I began working to bridge the gap between these artisans and to bring their craft and creativity to the rest of the world. We started to identify and target many micro entrepreneurs across deep remote parts of India — including the hills states of Ladakh, Himachal Pradesh, Uttarakhand and the Northeast, Kutch, Orissa, Jharkhand and Andhra Pradesh.
"We set up a design studio and office in Delhi. The designs are mostly ours, with an amalgamation of the exquisite Indian craft techniques from different parts of the country. So we ensure unique designs with a touch of traditional craftwork. Our team works together constantly to ensure the best quality through a rigorous process of sampling, development and approval along with regular field visits to observe production.
"Since we work with many artisan groups across the country, art lovers can find a wide range of creations from us. Apart from our exquisite home décor collection, we also have an extensive variety of natural fiber-based home accents, glassware, folk art, natural handmade cosmetics, leather accessories, handcrafted gift boxes, textile accessories such as stoles, scarves, bags and pouches, and more.
"We aim to continue adding new artisans and craft techniques to our network, develop designs that endear our crafts to urban shoppers and also build a culture of ethical consumption — where we as consumers make choices that are good for us and good for our producers.
"Thank you, Novica, for making us a part of this unique world of art lovers."