Harish Mani
Abishek Philip
Rossu Ouseph
PAKHI SINGH
Daniel Peter
Goa Institute of Management
Divya Singhal
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In the heart of India’s bustling artisan communities lies Sirohi, a transformative, design-forward artisan backed brand redefining the intersection of traditional craftsmanship and modern design. By connecting globally conscious consumers with the work of over 950 women artisans from marginalized communities, Sirohi combines traditonal art forms with innovative design that uses recycled materials to create products that are not only beautiful but utilitarian and functional.
Sirohi's innovation lies in its ability to seamlessly integrate traditional craftsmanship, sustainability, and modern technology. The brand transforms centuries-old artisan techniques into products such as toys, baskets, furnitures and more that appeal to contemporary consumers by ensuring they are functional, aesthetically pleasing, and suited for modern lifestyles.
As Akanksha explains, “We don’t want people to buy products from artisans because they want to support a cause or donate. We want them to buy products because they want the products—beautiful products for gifting, for decor, for other purposes.”
Sustainability is at the heart of Sirohi’s innovation. The organization uses upcycled materials, such as textile scraps and plastic waste, collected from export houses, to craft its products instead of virgin materials. This minimizes environmental impact and waste.
This commitment to sustainability ensures that each product not only preserves the environment but also tells a story of transformation. This innovation has expanded their offerings from 30 to over 500 SKUs, catering to a global audience while adhering to sustainability principles. Initially, artisans manually wove ropes using traditional tools like charkhas (spinning wheels). However, as the brand experienced almost 400% year-on-year growth, technology became a vital part of scaling production. Sirohi introduced certain machines to efficiently process waste materials such as cadbury wrappers, chips wrappers into ropes, which artisans then use to weave products. This integration of technology allows artisans to focus on their craft while ensuring production keeps pace with demand.
Sirohi’s origins are deeply personal. Founder Gauri Malik grew up in Muzaffarnagar, Uttar Pradesh, often labeled the crime capital of India, witnessed the financial dependency of women in her community.
As Akanksha shared, “Gauri realized that her mother, despite having a master’s degree, was financially dependent on her father. This extended to most women she knew—her grandmother, her aunts, and friends’ moms.”
She started her career by working as an investment banker at Deutsche Bank in Mumbai. And later on, she quit her job around when she was 25 to work in sustainable development space. In 2019, she realized that she wants to do something in her hometown for the women around her. And when she was about 32 of age, she started working in Muzaffarnagar with one artisan, Gauhar who initially just made Charpai and stools which she would sell in her local village haat to people for their weddings and general consumption. When women around Gauhar realized that she's working from home, but she's earning a decent amount of money, more women joined with Sirohi.
Starting with one artisan in 2019, the initiative grew exponentially. Today, Sirohi collaborates with artisans across Uttar Pradesh and other states, providing them with opportunities to create and sell intricately designed home décor and gifting products.
“That’s how we were able to scale from one artisan to about 950 plus women artisans across UP and other states in India,” Akanksha noted.
Sirohi’s impact transcends economic empowerment. By addressing societal norms and creating financial independence for women from conservative and patriarchal communities, the brand fosters meaningful social change.
As Akanksha highlights, “To get women from a point where they said ‘we are not even allowed to work’... to a point where now they come to a factory in Muzaffarnagar all by themselves, collect the raw material, and deliver the products—it's been a journey.”
This shift represents not just economic empowerment but a transformation in societal norms, inspiring other women to join and change their lives. The economic impact is equally profound, with artisans earning 40% higher wages than industry standards and experiencing a 70% reduction in migration to other labor fields. Looking to the future, Sirohi introduced Skill Lab, a program to amplify Sirohi’s impact by partnering with 20 to 30 new artisan clusters. This initiative will provide artisans with advanced skill training and resources, enabling them to expand their craft and tap into global markets. Skill Lab
Sirohi also ensures transparency in its impact, sharing detailed annual reports that highlight achievements such as the number of artisans supported, wages earned, carbon emissions mitigated, and waste upcycled. These reports go beyond numbers, celebrating individual milestones like artisans buying their first phones or traveling outside their villages for the first time, painting a vivid picture of the social shifts they enable. Impact Report
Their work transforms communities, preserves cultural heritage, and promotes environmental stewardship, making Sirohi a model for impact-driven businesses.
By positioning itself as a brand that prioritizes both impact and profitability, Sirohi has carved out a unique identity in the artisan goods market and that has led to some major partnerships with big brands like Uniqlo, Axis Bank, Pinterest India highlighting the brand’s scalability and market relevance. Collaborations
Akanksha emphasizes the role of storytelling in building these connections: “Whatever we do at Sirohi, we tell people about it.”
This openness has not only attracted partnerships but also fostered trust among consumers and stakeholders alike. The brand’s thoughtful design approach ensures that its products resonate with global buyers. By creating items that are both functional and beautiful, Sirohi moves beyond charity-driven sales to compete in mainstream markets. Their in-house design team continually refines and expands the product catalog based on customer feedback, ensuring that consumer needs are at the core of their offerings. This consumer-centric strategy has led to significant business growth, with the organization experiencing an impressive 400% year-on-year expansion.
Moreover, Sirohi’s focus on strategic collaborations extends beyond sales to include impactful initiatives. Through collaborations with various industries such as retail, hospitality, and ethical gifting, the brand ensures a steady stream of opportunities for artisans. This approach not only strengthens Sirohi’s market position but also provides a reliable source of income for its artisan partners, creating a ripple effect of economic growth.
By balancing profitability with purpose, Sirohi ensures that the brand remains competitive while uplifting the communities at its core, proving that a purpose-driven approach can be a powerful driver of business success.
Sirohi actively aligns its operations with several Sustainable Development Goals (SDGs) to promote holistic growth and sustainability. Sirohi empowers women from marginalized communities by providing consistent livelihood opportunities, thus lifting them out of poverty and encouraging financial independence through initiatives like opening bank accounts, Sirohi ensures economic stability for its artisans. With 95% of its artisan workforce comprising women, primarily from patriarchal and restrictive environments, Sirohi fosters gender equality. It supports women to overcome societal barriers and engage in dignified work, thus promoting their social and economic inclusion.
Sirohi ensures fair wages and decent working conditions for its artisans while creating additional jobs in related sectors, such as logistics and material sourcing. This supports sustainable economic growth by enhancing productivity and fostering local economic development.
Sirohi emphasizes sustainable production by upcycling waste materials and producing in small, demand-driven batches, Sirohi minimizes overproduction and waste, a common problem in conventional manufacturing. This reduces waste and ensures that products are functional, aesthetic, and sustainable.
Sirohi integrates sustainable production methods into its processes not just at the core level but at every stage. Sirohi is more than a business; it is a movement rooted in empowerment, sustainability, and innovation. Through its thoughtfully designed products and impactful initiatives, the brand transforms not only waste materials into timeless goods but also the lives of countless women artisans.
As Akanksha eloquently puts it, “We are not just trying to build up a business which is profit-focused, but we are also taking our artisans up their level and bringing them to a better lifestyle.”
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Sirohi is a sustainable brand for affordable luxe-sustainable home and lifestyle products, made by Indian artisans,to globally conscious buyers, backed by a strong narrative of women empowerment and circular economy.
