Aamani’s Crochet Stitching Sustainability with A Panache

Aamani’s Crochet embodies a commitment to craftsmanship and excellence, distinguishing itself as an exclusive studio specializing in crochet and macrame. Their dedication shines through in every meticulously crafted piece, seamlessly blending timeless charm with contemporary flair to cater to the refined tastes of discerning artifact aficionados.

At the heart of their operation lies a deep-rooted commitment to sustainability, evident in their conscientious selection of eco-friendly and sustainable raw materials. However, their dedication extends beyond mere product creation. They are staunch advocates for empowering women artisans, who constitute their entire production team. Through the Zarriya project, Aamani’s Crochet provides these artisans with free training in crochet and macrame, enabling them to cultivate valuable skills and become self-sufficient breadwinners for their families. Since the project’s inception in 2017, over 200 women have been welcomed into their fold, each contributing to the rich tapestry of the brand’s story.

Their product offerings span a diverse spectrum, ranging from exquisite zari crochet pieces in their premium collection to everyday essentials like garments for women, men, and children in their regular line. They have even ventured into home decor, accessories, bags, shoes, and more, ensuring there is something for everyone in their extensive repertoire.

Despite operating as a completely factoryless, indigenous handmade manufacturing company, Aamani’s Crochet has garnered a loyal following of over 1500 satisfied patrons. Their success is rooted in their vision of fostering a harmonious ecosystem where handmade enthusiasts and artisans converge, paving the way for a sustainable future for generations to come.

In an exclusive interaction with The Interview World, the Founder, CEO, and Design Head of Aamani’s Crochet, Sriparna Das Chakraborty, sheds light on the brand’s journey, market reception, and impact of their work. Passionately urging women to embrace entrepreneurship, her words resonate deeply with their core belief in the transformative power of self-reliance and determination.

Q: What specific strategies or elements define your brand, and how do they contribute to setting you apart in the market landscape?

A: Aamani’s Crochet is not just a brand; it’s a testament to craftsmanship, empowerment, and cultural preservation. With a dedication to handcrafting intricate crochet and macrame products, our offerings span a diverse range, including apparel, accessories, home furnishings, jewelry, bags, and more. Each piece is meticulously crafted with care and precision, reflecting our commitment to quality and artisanal excellence.

As a state artisan authorized by the Ministry of Textile, I engage with rural women in villages, imparting them the skills of crochet and macrame. Through training and mentorship, we empower these women, providing them with opportunities to earn a sustainable livelihood while preserving traditional craft techniques. By involving them in our production process, we not only create beautiful products but also foster economic empowerment and community development.

Our team at Aamani’s Crochet comprises over 200 women artisans, the majority of whom hail from Haryana. These artisans are the heart and soul of our operation, infusing each creation with their talent, creativity, and passion. In addition to our presence in villages like Kherla, Ghamroj, and Bhondsi, we have established a dedicated team in Andhra Pradesh, Narsapuram, which has been recognized with both ODOP and GI tags for its exceptional craftsmanship.

Having been born and raised in West Bengal, I hold a deep appreciation for the rich cultural heritage of the region. As such, we have extended our operations to Kolkata and various parts of the state, collaborating with local artisans to preserve and promote traditional craft forms. Furthermore, our outreach extends to Delhi, where we work closely with women artisans, fostering a network of creativity and collaboration.

Q: What are some significant examples showcasing the impact of your works?

A: At Aamani’s Crochet, our focus extends beyond mere production; we strive to make a meaningful impact through our work. This commitment is exemplified by our recent achievements, including the feature of one of our crochet tops in the film “The Archies,” directed by Zoya Akhtar. Additionally, Aditi Saigal, also known as Dot, adorned our teal blue crochet top in the song “Plum Pudding,” garnering widespread recognition for our craftsmanship.

We are honored to have been invited to participate in prestigious events such as the Aatmanirbhar Bharat Utsav organized by the Ministry of Micro, Small, and Medium Enterprises, Government of India. Moreover, our involvement in initiatives like Bharat Tex under ODOP and Startup Mahakumbh underscores our commitment to innovation and entrepreneurship in the craft sector.

A significant milestone for us was our participation in the “Hamari Virasat” campaign initiated by the Hand for Handmade Foundation, an NGO founded by Shibani Dasgupta Jain from Mumbai. This campaign aimed to celebrate and preserve India’s rich heritage of handmade crafts, bringing together artisans from diverse backgrounds to showcase their talent and expertise.

In commemoration of the 75th anniversary of our constitution, we contributed to a textile mural featuring artwork from 75 artists and artisans. Inspired by the preamble of the Indian Constitution, this mural serves as a poignant reminder of our shared values and aspirations as a nation. My contribution to this project was a crocheted elephant, symbolizing the resilience and unity of our diverse society.

The journey of our crocheted elephant has been one of joy and inspiration, traveling from the Chhatrapati Shivaji Museum in Mumbai to the Kala Ghoda Fest and the Indian Habitat Center. As it continues its journey through Bangalore, Kolkata, and other cities, it serves as a testament to the enduring legacy of handmade craftsmanship and cultural heritage.

Q: What is the nature of the market response you are experiencing?

A: Our products have struck a chord with customers, driving a remarkable influx of interest owing to their reliance on customer feedback. Currently, our clientele exceeds 2500 in the retail sector, while we continue to forge partnerships in the B2B realm.

Internationally, our footprint extends to the USA, Dubai, Spain, and Mexico, where we’ve established strong ties with clients. Originating as a startup, we were nurtured at IIM Bangalore through NSR Sale and currently benefit from incubation at IIM Vizag.

Furthermore, our commitment to social impact has earned us recognition, leading to incubation support from Indraprastha Engineering College, Ghaziabad. This network of partnerships and endorsements underscores our dedication to innovation and societal progress.

Q: What core message do you aim to convey to women entrepreneurs in India?

A: In the realm of entrepreneurship, a vast horizon of opportunities awaits women entrepreneurs, beckoning them forth with the promise of success. This landscape is rich with potential, ready for their innovative solutions to carve out a niche in the market. They are encouraged to step confidently into the arena, sharing their problem-solving prowess with the world, and positioning themselves to soar to new heights of achievement.

Recognizing the pivotal role of women in driving economic growth, the government has laid out a tapestry of opportunities tailored specifically for them. These opportunities require proactive engagement and enthusiastic pursuit. By seizing them with fervor, women entrepreneurs unlock the keys to realizing their entrepreneurial aspirations.

Despite the abundance of opportunities, some women remain hesitant to take the plunge into entrepreneurship. Many are engaged in productive activities within their homes but hesitate to venture beyond. It’s time for them to break free from uncertainty and embrace the possibilities that await outside.

Aligning their ventures with government initiatives provides access to a myriad of benefits and support mechanisms designed to nurture and propel their businesses forward. Registering their ventures, complying with regulations, and fulfilling tax obligations are pivotal steps toward realizing these benefits.

The call for women’s participation in entrepreneurship, echoed by the Prime Minister, resonates throughout the nation, reflecting the spirit of empowerment and progress. Recent statistics affirm a rising tide of women-led startups, signalling a shift in the entrepreneurial landscape. To capitalize on these opportunities, women entrepreneurs must venture beyond the comfort of familiarity, knocking on the doors of possibility with confidence and determination. Their journey toward entrepreneurial success awaits, illuminated by the promise of a brighter future for themselves and their ventures.