1 Given Sirohi’s focus on empowering women artisans, could you share with us your inspiration that led to its genesis? Our readers will greatly benefit from learning about your entrepreneurial journey.

Growing up, I was surrounded by strong women, including my mother, who were the backbone of their families yet financially dependent. This reality was not unique to my family but was a common thread in the lives of most women around me. It struck me deeply that despite their immense potential and strength, these women lacked financial independence, which limited their ability to make choices and lead their lives on their own terms.

This observation became a catalyst for change. I realized that if given the right opportunities, these women could not only support themselves but also contribute significantly to their communities and the economy. My entrepreneurial journey with Sirohi was fueled by this desire to alter the status quo.

I envisioned a platform where women’s traditional skills could be honed and valued in the marketplace. By providing them with design support and access to a broader market, we could transform their craft into a sustainable source of income. This would empower them to become financially independent and break the cycle of dependency that I witnessed growing up.

The transformation I’ve seen in the lives of the women we work with at Sirohi is a testament to what can be achieved when we invest in women’s economic empowerment. It’s not just about creating jobs; it’s about instilling confidence, dignity, and a sense of self-worth. That’s the change I wanted to see, and that’s the change we’re working towards every day at Sirohi.

2 Please walk us through Sirohi’s women-centric business model and its unique features that distinguish it from its competitors.

Sirohi’s business model is deeply rooted in taking Indian craftsmanship to the global audience & the empowerment of women artisans and is distinguished by several unique features:

Women Weaving Heritage: At the core of Sirohi’s model is the empowerment of women artisans. We provide them with a platform to use their existing skills in craft to earn dignified incomes and break socio-economic barriers.

Tech-Driven Design Training: We bridge the artisanal gap through essential design and skill training, equipping artisans to craft top-tier products. This approach has helped artisans realize a 30-50% increase in earnings.

Sustainable Luxury: Every product is crafted from natural fibres like jute & cotton or upcycled MLP plastic & textile waste, turning around 15,000 kgs of waste into new products each month, which saves the planet from about 37,000 kgs of CO2 emissions.

Cultural and Environmental Values: Our philosophy blends luxury with values rooted in Indian heritage, promoting a mindful, slower way of life. This is reflected in our product range that spans from furniture to home decor, all embodying thoughtful design, quality, and practicality.

Community and Global Impact: We have created a pathway for 500+ financially independent artisans across five states in India. Sirohi focuses on holistic development of our artisans through programs like financial literacy workshops, eye camps, menstrual hygiene drives and more.

Conscious Gifting: We have a ‘Conscious Gifting’ section that showcases sustainable, ethical gift hampers, co-curated with brands that share similar ethos & brand values in terms of design, craftsmanship & sustainability.

These features set Sirohi apart from its competitors, making it not just a brand, but a catalyst for change and a tapestry woven with empowerment and respect.

3 You also lead the Skilled Samaritan Foundation. Could you share a little bit about it with us? In what way is its work aligned with that of Sirohi?

Absolutely, I’d be happy to share more about the Skilled Samaritan Foundation (SSF) and its alignment with Sirohi.

The Skilled Samaritan Foundation was founded in 2012 with the mission of providing steady income opportunities to women, girls, and artisans from marginalized communities across India. We achieve this by offering skill development training and design support before connecting these individuals to the market through our social enterprise, Sirohi.

Our work began in the village of Sirohi in rural Haryana, which is where our brand gets its name. Over the past decade, SSF has worked with over 2,500 livelihoods across five states in India, of which more than 90% are women. We’re proud to say that we’ve been able to engage 2500+ artisans to date with an average wage of Rs. 3850/-, which is 40% above the traditional wages earned by the artisans.

Sirohi, started in November 2019, operates as a brand under the Skilled Samaritan Foundation. It employs women artisans from rural India to design functional home & lifestyle products. The brand and the foundation are intrinsically linked, with Sirohi serving as the commercial arm that brings the products created through the foundation’s initiatives to the market.

In FY 2023-24, the impact recorded for SSF is

• Lives Impacted - 5500+
• Products Handcrafted - 50,000
• Income generated for artisans - $100k
• Kgs of plastic & textile waste upcycled - 1,20,000 kgs

In essence, both Sirohi and the Skilled Samaritan Foundation are driven by the same mission: to take Indian craftsmanship to the global audience by empowering women from marginalized communities through skill development and fair income opportunities. Our aim is to replicate what we’ve done here in other clusters across the country.

4 Sirohi employs and empowers women from rural India. What were some of the constraints that you experienced, in engaging and working with them?

How were you able to address and work around these challenges?

At Sirohi, we work with women from villages across the country, starting with our first artisan, Gauhar, in 2019 in Budhina Kalan village, near Muzaffarnagar. These women come from marginalized communities where traditionally, women were never allowed to work.

Initially, we faced significant challenges in encouraging these women to step out of their houses and break social barriers. They were inherently dependent on their male counterparts and resisted participating in any activities outside their households. The women wore burqas and were tied with the constraints of their households.

It took us four years of persistent effort to get these women to come out of their houses and work with us. We had to navigate through the complexities of their social fabric and patiently work towards changing their mindset.

The turning point came when they started seeing the financial independence that came with their work. Their husbands, fathers, and sons also started pushing them to work and be financially independent. As their families supported them, we saw a gradual change in their mindset and willingness to engage in work.

Today, we are proud to say these women work with us openly. Their families not only support them but also help them come to our factory in Muzaffarnagar to collect raw material, deliver products, etc. This transformation has been a testament to the power of financial independence and the positive impact it can have on the lives of these women and their families. It’s a journey we are proud to be a part of and one that continues to inspire us every day.

5 Sirohi’s products are targeted at the urban markets. From your experience, how are urban customers viewing sustainable products that have a strong impact narrative attached to them?

In your opinion, how can the awareness and consumption of such impact focused products be scaled up?

You're absolutely right. Urban consumers today are incredibly conscious. They care about the environment, about ethical production, and about the stories behind the products they buy. Sirohi's focus on all three resonates strongly with them.We use eco-friendly materials, empower women artisans, and offer unique, luxurious pieces – it's a win-win combination for our customers.

We've been working hard to scale awareness and consumption of our products. Partnerships have been key. Collaborations with brands like Uniqlo, Axis Bank, Fractal, Haldirams, and AmaStays have been great. They not only allow us to curate beautiful, ethical products but also expose Sirohi to a wider audience, generating more orders for our artisans and leading to higher incomes for them.

Partnerships are a great foundation, but we're not stopping there. We're building a strong social media presence to showcase our craftsmanship, sustainability efforts, and the stories of the women we work with. This community connect is important for us. We’ve received opportunities to partner with big corporates because of the content we put out. We also explore collaborations with other brands and influencers who champion ethical and sustainable living, as well as hosting offline events like workshops and participating in exhibitions. These events allow for direct interaction with customers and a chance to share Sirohi's story in a personal way.

Our existing partnerships are a great example of how collaboration can be win-win. We focus on mutually beneficial relationships, co-creating products, curated collections, and joint marketing campaigns. Looking ahead, we want to expand our network to include brands in complementary industries like gifting, hospitality, and home décor. By leveraging our partners' expertise and customer base, we can reach new audiences and spread the word about Sirohi's mission.

6 Could you walk us through Sirohi’s fundraising journey and your expansion and capital-raise plans in the near term?

Sirohi’s journey in fundraising has been a testament to our commitment to creating a sustainable and impactful business. We’ve been fortunate to partner with Upaya Social Ventures, a Seattle-based impact fund, which has supported our vision of empowering communities through handcrafted products. Being a profitable venture, we’re now poised to take our next big leap. In the near term, we’re aiming to raise up to $750,000. This capital will be pivotal for us as we plan to invest in building a robust senior management and leadership team. Additionally, it will bolster our marketing efforts as we set our sights on international markets. Our goal is to showcase our products on a global stage, attend international trade shows, and forge significant strategic partnerships.

7 Lastly, as a woman entrepreneur, what have been some of the challenges you have faced? What is the kind of ecosystem support that you seek that will help scale up more gender-equitable businesses?

Embarking on the entrepreneurial journey as a woman has presented its unique set of challenges. While there is no shortage of programs aimed at fostering women-led businesses through entrepreneurship, mentorship, and incubation, there remains a gap in outcome-based support. These programs often culminate in pitches without leading to tangible access to funding.

There’s a pressing need for the ecosystem to take women-led procurement more seriously. Despite the ongoing dialogue about responsible sourcing, purchase orders often favor businesses led by men. This disparity extends to critical junctures in a woman’s life, such as motherhood, which can be a period of slower business growth. The support systems in place do not adequately address the slowdown in funding during these times. As an entrepreneur and a mother of two, I’ve experienced firsthand the impossibility of taking maternity leave.

To foster more gender-equitable businesses, we need programs that not only mentor but also ensure that women entrepreneurs can advance at the same pace as their male counterparts. This includes addressing challenges related to childcare, nanny support, and allowing for both mental and physical recovery time. It’s essential to create an environment where women can thrive in business without being set back by the natural stages of life