Yash Jammarh
Riti Jain
Saish Chandegaonkar
Tanvee Pareek
Sundaresan Rajagopalan
Ranjeet Kumar
Goa Institute of Management
Divya Singhal
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Imagine finding a piece of wood on the beach, washed smooth by the waves and full of hidden beauty. Shweta Goyal sees these forgotten treasures everywhere—old furniture, driftwood, anything wood that would normally be tossed away. She transforms these ordinary pieces into extraordinary home décor—tables that whisper stories of the sea, shelves that hold memories of sun-soaked walks, and ornaments that dance with the light. Apart from this she is also into Raisin.
Shweta works with skilled craftspeople; they use their time-honoured skills and fancy new tools to bring her designs to life, making sure everything is perfect and built to last, because of which she has bagged several big orders from a plethora of hotels operating in Goa. By using old wood and ditching plastic, she's giving our forests a big hug and saying "thank you" for all they do. It's like making friends with the trees and keeping things green and healthy.
Shweta has a wonderful idea: she takes wood that would normally be thrown away, like bits from the beach or old furniture, and turns it into amazing things for your home!
Instead of cutting down fresh trees, Shweta uses these pieces, making beautiful decorations and furniture one such example is . It's like giving them a second chance! And because they are made from old wood, they tell unique stories and have a special kind of charm. She does not just use her hands, though. Shweta works with skilled craftspeople who know all about wood. They use their magic fingers and fancy tools to make sure everything is perfect and lasts for years.
The business's inception traces back to a passion for reusing waste wood discovered near the beachfront. Motivated by an earnest interest, the leader embarked on the journey of crafting intricate wooden artifacts, gradually transforming a passion into a full-fledged profession. This evolution depicts the fusion of creativity and environmental consciousness as the discarded wood finds new life in the hands of skilled artisans.
The business commences at a lifestyle exhibition, and soon gained traction and recognition, propelling it towards sustained growth. Presently, the enterprise boasts dedicated manufacturing facilities, affirming its commitment to producing high-quality artifacts. These creations, highlight the team's dedication to sustainable practices, and emphasise on the importance of having responsible businesses.
The enterprise's artifacts are known for gracing exhibitions and garnering attention at prominent events such as IFFI. The strategic expansion into diverse venues, including hotels, underscores the brand's versatility and widespread appeal. Each meticulously crafted piece not only reflects the artistic prowess of the team but also promotes environmental well-being and innovation in business.
The artifacts not only serve as tangible expressions of the team's craftsmanship but also as ambassadors of sustainability in a world increasingly attuned to the importance of eco-friendly practices.
Nitaai Wooden Handicrafts' innovation goes beyond simply using wood instead of plastic. They breathe new life into Medium-Density Fiberboard (MDF), a material often considered "useless" for its particleboard composition. Here's how their ingenuity translates into a multifaceted impact:
⮚ Short-Term:
● Waste Reduction: Nitaai diverts MDF waste from landfills, preventing environmental pollution and resource depletion. They upcycle discarded pieces, showcasing the potential of transforming "waste" into beautiful and functional products.
● Artisanal Collaboration: Nitaai empowers local artisans by providing them with MDF as a canvas for their skills. This fosters a sense of community and collaboration, as skilled painters and Raisin/Decopatch artists add their unique touch to Nitaai's creations. The raw material becomes a platform for artistic expression and income generation for these talented individuals.
● Educational Value: Nitaai's handcrafted MDF toys offer a tactile and natural alternative to plastic. This promotes a connection with nature and sustainability from a young age, potentially influencing future generations' environmental consciousness.
⮚ Long-Term:
● Sustainable Product Development: Nitaai's success demonstrates the viability of using MDF as a sustainable alternative to wood, inspiring other businesses to explore similar eco-friendly practices. This could lead to a broader shift towards responsible material usage in the handicraft industry.
● Preserving Artisan Skills: Nitaai's reliance on local artisans safeguards traditional skills like hand-painting and Raisin/Decopatch work. This cultural preservation ensures these artistic legacies are passed down to future generations, enriching Goa's heritage and fostering a sense of cultural identity.
● Promoting Responsible Tourism: Nitaai's commitment to sustainability aligns with Goa's vision of being a responsible and eco-conscious tourist destination. Their products showcase the beauty and potential of sustainable practices, attracting environmentally conscious tourists and potentially boosting responsible tourism in the region.
The evidence for these impacts is evident in Nitaai's collaborations with local artisans, the unique artistic value added to their MDF products, and their growing popularity among environmentally conscious consumers. As Nitaai's reach expands, their impact on sustainability, community livelihoods, and cultural preservation is bound to magnify, demonstrating the transformative power of innovation even with seemingly "useless" materials.
Innovation is creating opportunities for many local artisans, which is helping create employment opportunities for many local artists. And local artisans are very good at this; they paint well and create a great impact on value addition. Because of collaboration with the local artisans, the retention rate of the workers is also high, and they do not fall short in providing services. And their business is also growing at a good pace, and they are also into diverse kinds of products, which makes their work more special and unique. They use needlework for making beautiful trays, freehand painting, Varley painting, raisin work, and many more.
Innovation is doing good business and generating a good amount of revenue and since the whole innovation is oriented towards sustainability so there is no harm to the environment. Recently they have completed most happening event and this year they have set new record of reaching to 900 mementos for the International Filmfare Festival. They make products from wood, but they use wood of those trees which falls on their own or by some natural process and their challenge is to avoid the plastic and acrylic which is beneficial for the well-being. And recently they also made available a customizable kit of 900 feet, and it was done in 9 days only and provided to the Government of Goa. And they have also provided the product to many 5-star hotel of Goa and some beach resort. And, by doing all this in different fields it opened many new markets for their company and since they are working so well it is also creating opportunities in market for their innovation.
Innovating products with wood, like premium hamper trays, wooden table stands, and book trays, has a major role to play in spreading awareness about the usage of sustainable items. The idea of making such products is to stop the use of plastic and plastic-related products, which helps save the environment, and Nitai Home Décor is doing its part in saving the environment by discouraging the use of plastic. Also, when asked about the process of acquiring wood and how this falls in line with the sustainability goals of the venture, the answer included: Nitai Home Décor currently acquires wood from the broken parts of the fallen tree and uses their remaining wood. So, it maintains its sustainability goals. Further improvement and enhancement of sustainability goals include better acquiring wood, spreading more awareness about wood, and discouraging the use of plastic.
To explain the impact of the innovation and society, Nitai Home Décor gave two example of contract they had with the Goa state government. One, where they had made 100 pieces of miniature Zuari bridges kept at the office of the state during the inauguration of the Zuari bridge. Second was the impact the venture had by providing its wooden products at IIFI Goa. By doing this, the society gets to know about the handicraft industry and how big the industry actually is. This leads to employment and betterment of the society. Also, this has a direct impact on the environment in a positive way.
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Shweta Goel, Founder
