Keep this story going! Share below!
Masmara is a social enterprise that empowers rural women and marginalized communities by creating sustainable livelihoods through eco-friendly handcrafted products. The business directly addresses UN Sustainable Development Goals (SDGs) such as Gender Equality (SDG 5) by empowering women artisans, Decent Work and Economic Growth (SDG 8) through fair wages and skill development, and Responsible Consumption and Production (SDG 12) by utilizing sustainable materials like banana fibers and upcycled fabrics. By fostering economic independence and environmental responsibility, Masmara contributes to building resilient communities and promoting equitable, sustainable growth.
Masmara's innovation lies in its holistic approach to empowering rural communities and addressing global challenges through sustainable craft-based livelihoods. Founded with a vision to uplift marginalized female artisans and tribal groups in rural India, Masmara has pioneered an ecosystem that integrates traditional craftsmanship with modern sustainability practices. By collaborating with women’s self-help groups, NGOs, and tribal communities, Masmara transforms locally sourced, eco-friendly materials—such as banana fibers, sisal, and recycled fabrics—into handcrafted products tailored for urban and corporate markets. This not only preserves traditional art forms, but also ensures environmental responsibility.
The business actively supports four key UN Sustainable Development Goals (SDGs): Gender Equality (SDG 5), Decent Work and Economic Growth (SDG 8), Reduced Inequalities (SDG 10), and Responsible Consumption and Production (SDG 12). Through capacity building, design innovation, and fair trade practices, Masmara empowers rural women with sustainable income opportunities while ensuring their social and economic inclusion. For instance, women artisans are trained to create products from agricultural waste like banana stems and fabric scraps, which are then marketed as premium eco-friendly alternatives to conventional goods. This approach not only reduces waste but also provides a steady income for women who might otherwise face economic exclusion.
Masmara’s decentralized business model further emphasizes localized impact. Instead of scaling a single large operation, the company replicates its model in different regions, leveraging local materials and skills. This scalable yet sustainable approach enhances the depth of its social and environmental impact, fostering a ripple effect of empowerment, inclusivity, and environmental stewardship across rural India.
Masmara’s co-founder, Ms. Veena Hegde, found her inspiration while traveling through rural Karnataka with her husband. They discovered clusters of talented artisans creating exquisite crafts but struggling to market their products or scale production. “When we were driving around rural Karnataka, we saw a lot of small craft clusters who had beautiful products, but didn’t know how to market them or price them,” Ms. Hegde explained. Leveraging her MBA, she envisioned Masmara as a platform to bridge these artisans with urban markets and provide them with the tools to grow sustainably.
A driving force behind Masmara’s mission is addressing the stark gender disparity in India’s labor force. “Only 33% of women in India are in the labor force compared to 76% of men,” she shared, highlighting the limited opportunities for rural women. Ms. Hegde recognized that traditional crafts provided a unique solution: “Craft is very unique because it can be done at home, in small communities, and at the time that suits them,” making it an ideal livelihood for women balancing household responsibilities.
Ms. Hegde’s vision also intertwines sustainability and empowerment. Passionate about using eco-friendly materials like banana fiber and upcycled fabrics, she aims to address environmental challenges while preserving traditional crafts. “We want to focus not just on numbers but on the depth of impact—have we truly improved their lives and empowered them to be independent?” This mission continues to fuel Masmara’s efforts to create a better and more sustainable world.
Masmara’s innovative approach to empowering rural communities and promoting sustainability has had significant short-term and long-term effects. In the short term, the business has created immediate economic opportunities for rural women and marginalized communities. By providing training in craft techniques and ensuring fair wages through partnerships with women’s self-help groups and NGOs, Masmara has enabled these artisans to achieve financial independence. Products crafted from eco-friendly materials such as banana fibers, sisal, and upcycled fabrics have gained recognition in urban markets, leading to increased demand and stable income for these rural artisans. Evidence of this impact can be seen in the confidence and self-reliance of women artisans who have successfully exported their products and expanded their production capabilities.
In the long term, Masmara’s decentralized model has fostered a sustainable ecosystem that benefits multiple communities. By replicating its business model in different regions, the company ensures that local materials and traditional skills are utilized effectively, promoting regional economic growth and preserving cultural heritage. This scalability also addresses environmental challenges, as the company works with sustainable materials and reduces waste through innovative upcycling practices. Over the years, Masmara has trained over 500 women, directly contributing to reducing gender inequality and promoting decent work, as aligned with UN SDGs.
The depth of Masmara’s impact goes beyond economic gains. By emphasizing capacity building and community empowerment, the enterprise has inspired other women and communities to adopt similar initiatives. The stories of artisans, such as tribal women gaining independence through banana fiber crafts, serve as powerful evidence of the lasting social and environmental transformation Masmara continues to achieve.
Masmara has embraced a holistic approach to empowering rural artisans and promoting sustainability, resulting in the business achieving several positive outcomes across its operations. By focusing on innovative handcrafted products using sustainable materials, Masmara has successfully opened new markets, especially in urban and corporate sectors. For instance, products like banana fiber boxes and upcycled fabric bags have gained traction among corporate buyers who value eco-friendly and socially responsible goods. This demand has not only increased revenue but also enhanced the visibility of rural craftsmanship on a national and international scale.
She explained that Masmara operates on a B2B model, primarily collaborating with corporate clients. She shared how the first export order from Belgavi was particularly motivating for women artisans. She said "when we pitch to our cooperate partners, we emphasize that when you purchase our products, you are not just buying an item—you are partnering with us to make a meaningful change".
Masmara’s commitment to community empowerment has led to significant improvements in employment and retention. The company has trained and employed over 500 women in various crafts, providing them with sustainable livelihoods and fostering economic independence. By focusing on capacity building and fair wages, Masmara has increased retention rates among artisans, as they feel valued and supported. The business has also contributed to employee wellbeing by offering regular medical checkups and counseling, particularly for artisans with disabilities and their families. This comprehensive approach ensures long-term satisfaction and productivity among employees.
Additionally, Masmara’s decentralized model and focus on sustainability have opened new investment opportunities. By creating scalable business units tailored to local resources and skills, the company has attracted interest from government programs like National Rural Livelihoods Mission (NRLM) and corporate CSR initiatives. These partnerships have enabled Masmara to expand its product offerings, such as exploring plastic waste upcycling and traditional quilting techniques, further cementing its reputation as a socially responsible and innovative enterprise.
Established with the vision of bridging the gap between rural craftsmanship and urban markets, Masmara collaborates with women’s self-help groups, NGOs, and tribal communities to create eco-friendly handcrafted products. The enterprise combines traditional skills with modern design and sustainability practices, ensuring economic opportunities for marginalized communities while promoting responsible consumption. She shared that Masmara business model is B2B and they work with corporations.
As explained earlier that since its inception, Masmara has focused on empowering female artisans by providing training, capacity building, and access to markets. Operating primarily in rural India, the company sources locally available, sustainable materials that ensures environmental sustainability while fostering economic independence for rural women. Masmara’s decentralized business model replicates successful units across regions, leveraging local resources and skills to create tailored products for corporate and urban markets.
Through its innovative approach, Masmara has directly impacted the lives of over 500 women, improving their economic stability and self-confidence. Whether it’s developing export-quality bags or exploring solutions for fabric and plastic waste, Masmara’s efforts reflect a deep commitment to social and environmental change. Its work aligns with multiple UN Sustainable Development Goals, creating a better future for rural communities and contributing to a more sustainable world.
Get stories of positive business innovations from around the world delivered right to your inbox.
Masmara is a social enterprise dedicated to empowering rural artisans, women’s self-help groups, and NGOs by creating sustainable livelihoods. The company specializes in eco-friendly handcrafted products, offering support in design innovation, capacity building, and market access. By bridging the gap between rural craftsmanship and urban markets, Masmara not only promotes gender equality and community empowerment, but also champions sustainability through the use of natural and upcycled materials. It is more than a business—Masmara is a movement toward preserving heritage, uplifting communities, and fostering environmental responsibility.