This entrepreneur puts Indian craftsmanship at the forefront and employs more than 400 artisans

Daisy Tanwani worked as a marketing manager at Danone (a food company in Paris) and had never had any formal training or experience in design. However, her passion for building a brand that worked alongside a strong community of artisans and promoted gender parity at all grassroots levels was stronger.

Having left her job in 2015, she not only gave up a stable and well-paid income, but also the opportunity to work in one of the main cities of the world.

On this, putting all his savings, Tanwani self-funded his business and thus launched “Pinklay”, a local lifestyle brand that focuses on showcasing Indian craftsmanship. Hailing from Mumbai, the brand partners with local artisans to merge traditional and modern designs in unexpected ways to create stunning products.

Pinklay was designed to harness the incredible elegance of Indian craftsmanship. It is a “Made in India” brand and accessible to Indian and global consumers. She prides herself on reinventing traditional craftsmanship through modern sensibilities with a premium feel to her products. The brand prides itself on its authentic and original pieces with exceptional quality and craftsmanship. They are size inclusive in their clothing and are spread across different genres – women’s clothing, children’s clothing, home and furniture.

Employed more than 400 artisans

However, for Tanwani, Pinklay’s journey has not always been easy. She created a brand where “Designed In India” rubs shoulders with “Made In India”. Today, Pinklay registers 3,000 orders per month and works with more than 400 artisans, 200 of whom are women. She not only empowered her artisans, but also made them proud of their work and gave them the recognition and credit they deserve.

“India has an unprecedented craft heritage and a shrinking population of artisans. These are too precious to fade into oblivion. Pinklay is a way to preserve our craft heritage,” said Daisy Tanwani, Founder and CEO of Pinklay. The Logical Indian.

Tanwani believes that if India can enhance its artisan heritage to make it more than just a “cheap manufacturing center” and bring it to its rightful place as a center of design and craftsmanship, the industry can be a source of soft power on a global scale.

Being a female entrepreneur hasn’t been easy, however. People often questioned her judgment as a woman, her ability to struggle in a male-dominated world, and her courage to quit her job and start from scratch at age 30. “You don’t even have a degree in design, you just graduated”, “You’re going to have children soon, how are you going to cope?” “, “Why don’t you just source your products and open a boutique like other women?”, “Without funding, how will you grow?” were just some of the many questions that were asked of her when all she needed was “You get it”.

Today, she leads a company that has established itself as a lifestyle design brand to be reckoned with globally. Pinklay hired more employees during the COVID-19 pandemic, which turned out to be a period of large-scale unemployment and resulted in the company growing 400% over the past two years.

Empowers all genders

“Pinklay works with 500 artisans and pays them fairly, often above prevailing market rates. There is no place for gender in my organization, so we hire and pay equally based on skill not sex,” Tanwani said.

The entrepreneur believes that as a woman, you are wired differently. But different does not mean insufficient. Throughout her journey with Pinklay, she urges women to stay connected with their gender and to lead. She wants women to realize that mindsets only change if they believe in what they want to achieve.

“Nearly 50% of our artisanal workforce is made up of women. In disadvantaged socio-cultural clusters where women cannot go to work, we bring them work. All of our quilting, embroidery and tassels are done remotely in clusters where women cannot leave their homes,” she added.

Thanks to its desire to make a difference, real families have been given a second chance, craftswomen are now viewed through the same lens as a male craftsman, and a brand that was initially delisted is now competing as the first design brand. Indian on the global vanguard.

Development of sustainable enterprises

The brand strives to be a sustainable business and is extremely mindful of its environmental impact. This is reflected not only in their products, but throughout the entire value chain, from production to packaging. Pinklay only works with natural materials but stays away from plastic, leather, synthetic fabric, etc.

“We source everything locally, from talent to materials. We only use pure materials and operate a strict no-synthesize, no-cruelty policy. At this time, we are 85% plastic-free. We strive to maximize the use of raw materials and responsible disposal of residues,” she added.

Holding a remarkable brand presence in India, Pinklay has established itself on the world map with its unique product offering. The brand uses traditional crafts, such as hand block printing, dabbu printing, metal engraving, hand painting, hand quilting, wood carving, furniture making , the manufacture of carpets by hand, etc. – which require a lot of skill and perseverance.

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