Realcrafts is dedicated to championing rural artisans, bringing their exquisite handcrafted treasures to delighted customers worldwide since 2014. Focusing on elevating the traditional tribal crafts of Chhattisgarh, such as Dhokra (brass) and Pitwa Art (wrought iron tribal craft), and always been to deliver top-quality, beautifully crafted products to global buyers at the most competitive prices.
Tell us about yourself, your previous jobs/ventures? What were you doing before this?
Following the completion of my MBA in Operations Management, I joined an online news startup and spent 7 years working in the media industry before embarking on this new venture.
Where is your startup based out of? Why do you think that is the best place for you?
We are located in Raipur, the heart of Chhattisgarh, where the rich traditions of Dhokra & Wrought Iron Pitwa art originated. Operating from this cultural hub not only makes our operations smoother but also aligns with our mission of showcasing the unique handicrafts of Chhattisgarh to the world.
How did you come up with the name for your business/startup?
The name realcrafts.in embodies authenticity, reality, and purity. Our artisans pour their hearts into creating each piece, ensuring that every item is handmade with care. In a market flooded with machine-made goods masquerading as handicrafts, Real Crafts stands out as a beacon of promoting genuine craftsmanship.
How would you describe your style?
I believe in maintaining the authenticity of these art forms, keeping the essence of their origins intact and steering clear of the industrialization of craftsmanship.
Do you design them? Or is it left to the creativity of the artist?
We frequently collaborate with our artisans to discuss design ideas. I always value their insights and expertise. Occasionally, I may suggest product designs that I believe will be successful, always with a deep respect for their artistic talents and profound knowledge of various art forms.
Do you encourage women artisans to make the products?
Women play a crucial role in the intricate process of creating Dhokra and Pitwa art. Particularly in the art of Dhokra, where the process is laborious, women are essential in tasks such as crafting wax threads, molding clay models, and assisting in the casting process. We value their contribution and actively seek out more women artisans to support and empower them.
How many artisans do you work with?
We have close to 10-15 artisans with whom we work regularly.
What type of materials do you commonly work with?
Dhokra art features the use of brass, along with other materials like bee wax, wood, and clay, while pitwa art showcases the use of wrought iron as its primary material.
What was your key driving force to become an entrepreneur?
In the world of Dhokra art, each piece is unique, embodying constant change. This aligns perfectly with my approach to progress - seeking diversity and challenges instead of a typical 9-5 job. I am drawn to creative work that offers constant evolution and excitement.
You are always positive and motivated, what keeps you going?
I regularly get motivated when I see the happy faces of our artisans and buyers which keeps me going. Sometimes things are not so smooth, but I feel every phase is a learning process which motivates me to keep working hard.
What is your vision for this venture? Please share with us about your expansion plans?
We want to keep providing these lovely artifacts at affordable rates to the buyers as we’ve been doing so far. By doing so, we feel we’ll help in promoting them even more to areas where they haven’t been promoted enough till now. By growing the customer base we can also help the artisans get fair share for their creativity and hard work.
Please share with us – what has worked well for you so far?
We have made every effort to fulfill the desires of our customers by offering exquisite artifacts at affordable prices. Additionally, we continuously introduce new products in various art forms to ensure our customers always have access to fresh and exciting items.
At the end of the day, what do you hope people take away from your artifacts?
When customers take home any of our artifacts, they not only bring a piece of art but also a story. It's the tale of an artist's vision, dedication, and innovation that remains with them. We aspire for our customers to cherish these artifacts in their homes as much as we delight in offering them.
Tell us about your early life & How has being an entrepreneur affected your family life?
Being an entrepreneur was always my goal in life. And my family has always been supportive in my journey all throughout.
Talk about the biggest failure you've had. What did you learn from it?
I don’t take any struggle or problem as a failure. I feel every hurdle in life makes you work harder.
What has been your biggest customer success story? Why do you think it was a success?
We are pleased with all our orders, but I must highlight a significant corporate order from our first year in this industry. We successfully delivered over 1800 pieces of three unique dhokra artifact designs in record time for Diwali gifting, all achieved with minimal resources for a corporate client based in Noida. This experience was incredibly rewarding for us as newcomers, showcasing our ability to delight our customers with high-quality products in a short timeframe.
What are the most common objections you get about buying your product/service? How do you answer them?
Often, new buyers mistakenly believe that these artifacts are expensive luxuries. However, we want to assure them that we offer these items at very affordable prices.
Tell us something we don’t know about the artifacts work?
The Dhokra art form is incredibly eco-friendly, embodying the principles of Respect, Recycle, Reuse, Regenerate, and Reduce. It not only respects nature by avoiding any harm during the crafting process but also embraces the recycling of used brass and bronze materials. The art's ability to regenerate new pieces from old ensures its longevity, while its sustainable nature means it won't contribute to the ever-growing heap of waste like plastic does. These exquisite artifacts will stand the test of time, serving as a timeless reminder of the artistry and craftsmanship behind them. It's disheartening to see many skilled artisans abandoning this intricate art form in favor of manual labor due to rising production costs and decreased demand. As we witness this shift, we are determined to elevate and promote their art even further to ensure its preservation and appreciation.
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