🖌️Online Business as the Breakthrough for India’s Women Entrepreneurs
☕ Hey! Sippers,
Five years ago, Gauhar Fatma became the first woman artisan from Muzaffarnagar, Uttar Pradesh, to join Sirohi, a sustainable luxury home decor brand.
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Sirohi Empowers Women Artisans in Uttar Pradesh’s Muzaffarnagar
Since then, over 750 women artisans have followed in Gauhar’s footsteps, weaving a financially independent future for themselves. In an interview with CNBC-TV18, Sirohi’s founder, Gauri Malik, shared the inspiring journey of these artisans and the genesis of Sirohi.
Genesis of Sirohi: Breaking Societal Norms Growing up in Muzaffarnagar, Gauri Malik observed a dichotomy between her upbringing and the experiences of most women in her town. She discovered that many women possessed exceptional craft skills but were unable to work due to societal norms. Motivated to bring about change, Sirohi was born in an attempt to break the barriers that hindered these talented artisans.
Online-first Approach: Sirohi, a luxury home decor brand, was launched online in 2019 with support from the Skilled Samaritan Foundation. This foundation engages with women from marginalized communities in India, identifying their craft expertise and providing them with tech-based design support to create a range of beautifully designed products. The brand’s offerings include baskets, box stands, trays, and chairs, among others.
Leveraging Digital Tools in Challenging Times: The COVID-19 pandemic struck Sirohi at an early stage of its journey, prompting the brand to leverage existing digital tools in rural communities to sell its products. Recognizing the power of social media platforms, Gauri Malik made a strategic decision to establish Sirohi as an online-first business. The artisans were provided with tech-based support and access to new designs through platforms like Pinterest and YouTube. This enabled them to create functional, utilitarian products that could be sold online.
Rise of Women Entrepreneurs in India’s Digital Landscape: Recent reports from Meta indicate a significant surge in women entrepreneurs using apps like Instagram and Facebook in India. In the past three years, 73 percent of Instagram business accounts self-identifying as women-owned businesses were created, while 53 percent of business pages on Facebook with female admins were established in the same period. These platforms have played a crucial role in unlocking the growth potential of small businesses and empowering more women entrepreneurs to embark on their journeys.
Opportunities and Obstacles in Online Marketplaces: Sirohi’s founder, Gauri Malik, highlighted that Instagram and Facebook have been particularly effective in reaching the brand’s target audience globally. The brand experienced significant growth during the pandemic due to its existing digital-first approach. While there are plans to expand into mainstream markets, Malik emphasizes that being a tech-first brand remains the primary focus. The diverse online audience allows Sirohi to reach customers in 100 cities with different preferences and requirements.
Challenges Faced by Women Entrepreneurs: Despite Sirohi’s impressive progress, Gauri Malik acknowledges that women entrepreneurs face unique challenges outside the ecosystem of their families. However, she maintains that Sirohi’s focus is on celebrating the success stories rather than dwelling on the obstacles encountered.
Online Success Stories: Taslim, one of the artisans employed by Sirohi, shared her experience of finding work with the brand. Previously, she had to rely on the men in her household for money. However, since joining Sirohi, she now earns her own income and no longer needs to ask for financial support.
While challenges persist, women entrepreneurs find solace and support in online communities, enabling them to address specific problems and feel a sense of camaraderie on their entrepreneurial journeys.
The Bankability of Online Businesses: Sirohi started with a single team member earning Rs 7,000 a month. Today, the business has grown significantly, with 22 full-time employees and international product shipments. Going online has been a game-changer for women facing societal barriers, as it allows them to find employment without leaving their homes. Sirohi’s success showcases that a business heavily reliant on social media can be lucrative, and niche products can thrive in the online ecosystem.
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