Indiavaale, a social e-commerce startup that creates home andPattachitra_Coasters lifestyle products by innovating Indian crafts, is the brain child of Mrs. AnuradhaSangal and Mrs.TanviSangal from Dehradun. The co-founders have travelled from Khurja in UP to Raghurajpur in Odisha in pursuit of artisans whose cause Indiavaale could support. They are qualitatively engaged with 15 artisans as of now and the number is steadily growing.

Tanvi left a promising corporate career with an MNC bank and launched Indiavaale in September 2016 along with her mother-in-law AnuradhaSangal. Tapping into the art and craft industry isn’t easy. Tanvi says, “The biggest challenge was to find artisans at the bottom of the economic chain – the ones who really needed our help. After discovering them, it was initially difficult to bridge the cultural, language, social barriers that exist. Our key to working together efficiently has been to make efforts to understand them better and communicate in ways that they are most comfortable with.”

Supporting craftsmen who literally worship their craft gives you joy that’s unparalleled and is immensely satisfying.Tanvi and Anuradha source the artwork directly from the artisans and also engage local carpenters, polishing men, tailors, et al depending on the products to be created for the intended target segment. They have fueled the dreams of several artisans. Tanvi says, “Some of our artisans have really heart-warming stories. We are proudly supporting dreams as: one artisan wanting to learn Odissi classical dance, another being the first one from his tribe to live in a village and wanting to educate his children & another one wanting to send his younger brother to study engineering.”


Tanvi and Anuradha Sangal

India is a country painted on an artist’s canvas. Indiavaale endeavors to promote products created by artisans that reflect this beauty.The brand celebrates our country’s varied craft traditions. Their online store(They chose this route to help eliminate the regional barriers that challenge many Indian crafts) is a one-stop shop to buy fashion, home décor and artworks. The artisans have created innovative and original collections in Batik scarves, Pattachitra dupattas, tribal artwork coasters, palm leaf bookmarks, silver filigree jewelry, Kantha table lamps, amongst others.

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“Indiavaale celebrates India’s diverse craft traditions. When you buy from us, you contribute towards a cause. This cause represents the dreams of the artisan who created your product”, says Tanvi. What’s in store for the rest of 2017? “2017 is a year of surprises for our patrons. This year we have two primary focuses – exploring some craft forms that are unheard of & enhancing our reach through offline stores, corporate orders, wedding favors. Through this, we wish to double our artisan base this year and hopefully create a positive impact on the lives of many more artisans. Our products are now available in select stores in Gurgaon. We are looking to increasing our reach through this route as well.” says Tanvi, sounding excited and charged up for what lies ahead.



 About The Author is a premier online magazine for craft lovers. A venture of Eminent Craft, they focus on stories of the artisans behind the products.