Nidhi Goenka
Founder
India’s vibrant culture and diverse regional artwork heritage are being celebrated, not only within the country, but on a global platform. The skilled artistry of local artisans who bring decades of mastery to their craft is truly breathtaking, and something that everybody wants to celebrate and enjoy in their homes. The market is huge, but so are the evolving design preferences of the modern consumer. Today, people demand products that seamlessly blend traditional crafts with contemporary designs, striking a balance between innovation of products that align with the demands of modern living, and preservation of the traditional arts and crafts that India is so renowned for.
India’s shining jewel in the world of exquisite traditional arts and crafts, Rajasthan, has been a focal point for people on the hunt for beautiful products, especially for home decor. Bringing this goodness to people’s home is Aapno Rajasthan, a Jaipur-based brand that embraces the spirit of 'Khamma Ghani’, welcoming customers into its atelier of specialized Rajasthani home decor items, ethically sourced from and produced by local artisans, who have mastered their skills for decades.
Heritage Home Decor
The company was established over twenty years ago by the visionary Nidhi Goenka, who, identifying the tremendous potential of traditional Rajasthani artisan heritage, and the existing barriers between demand and accessibility, and the challenges it posed for local artisans, founded Aapno Rajasthan.
Where on the one hand people struggled with sourcing authentic Rajasthani crafts and other products, and had to go through local traders who charged exorbitantly, or travel down to the region, which ultimately rendered purchases inaccessible, on the other, local artisans were vulnerable to exploitation from middlemen that paid very little to the artisans, and kept hefty margins from the sales for themselves.
Motivated to bridge this gap, and make high-quality, beautifully crafted products that are directly sourced from artisans, offering them a fair compensation, Aapno Rajasthan was formed with the idea of providing the extraordinary crafts of Rajasthan accessible to a global audience. Supporting improved livelihood for the artisans and breaking geographical barriers, the company has grown into a powerhouse, empowering local artisans, as well as its employees, many of whom come from rural backgrounds.
“At Aapno Rajasthan, we are motivated by our vision to help customers create cozy and personalized living spaces. Our collection ranges from traditional handicrafts to contemporary decor products, serving diverse design preferences. Paired with efficient customer and delivery services, transparent communication and embodiment of both, traditional and modern aesthetics, we believe that we can reach a broader fraction of customers. We pride ourselves on timely delivery, top-quality products, and excellent customer service. By offering a wide variety of products with unique designs and hand picked selections, we ensure everyone can find something they love”, shares Nidhi Goenka, Founder, Aapno Rajasthan.
Top-Notch Products
Dedicated to showcase the best of Rajasthani arts and crafts, the company not only emphasizes aesthetics, but also prioritizes quality of products to deliver top-notch customer experience that evolves into enduring relationships. Offering a range of vases, bedsheets, showpieces, cups and mugs, serveware and dinnerware, organizers, tealight and candle holders, wall decor items, lamps, drawers and boxes, planters, and artificial flowers and plants, the brand offers complete home decor solutions.
Each product offered by the brand is carefully handpicked by Nidhi, only opting for items that she would love to keep in her own house. The company goes a mile further, accompanying every one of its products with detailed care instructions, according to the unique requirements of the varied materials of which the products are made.
“Our journey is deeply rooted in celebrating cultural heritage, showcasing traditional craftsmanship, and empowering local artisans. So, the products that we sell are not merely decorative creations, but also a medium of trust and shared passion for art and nature. They are crafted connections. We would also like to acknowledge the hard work and commitment of our team who make sure that every product has a beautiful journey, from creation to curation”, adds Nidhi.
Prominent for fulfilling market demands with its broad range of products, the company closely monitors emerging trends, ensuring it caters to the evolving client needs, always. For instance, with the current focus on sustainability, the home decor sector has seen an upsurge in the demand for products that are sustainable, and emphasize mindful usage of items that do not harm the environment in any way, but also tick off the boxes of an aesthetic item that are pleasing to display.
Aapno Rajasthan excels in curating collections that meet these evolving demands, mastering the art of aligning its range with the changing preferences, all the while ensuring that the incredible handicrafts receive the love and care from the customers that they deserve. Beyond Aapno Rajasthan, the company also houses a sister company Tayhaa that aims to enrich Indian living by bringing an international lifestyle experience to the Indian audiences.
“Tayhaa aims to reinvent modern living by bringing a slice of international lifestyle experiences to India through an expansive range of offerings consisting of premium products at affordable prices. Our extensive range of decor and kitchen storage solutions revolutionizes India’s interior design landscape. Whether it’s for a home, office, restaurant, or hotel, our diverse product selection caters to every design need, ensuring every space is impeccably styled”, adds Nidhi.
In addition to bringing a stellar product range, Aapno Rajasthan also stands out for hosting amazing festive sales as part of its effort to spread festive cheer in style and decor items. In addition to decor, the brand also offers festive products like a broad range of rakhis, each carefully chosen to match varied style preferences. From very ethnic designs for brothers to bhaiya/bhabhi rakhis, and even modern trendy options for kids, the choices are virtually endless. Offering mind-blowing deals through the sale periods, the brand makes its already affordable range of products even more attractive for consumers.
Aapno Rajasthan was formed with the idea of providing the extraordinary crafts of Rajasthan accessible to everyone all over the globe
Future Roadmap
“At Aapno Rajasthan, we are on the mission to provide handcrafted products to consumers worldwide without geographical limitations while supporting artisans and ensuring fair prices for their hard work, to inspire modern living by curating a collection of contemporary home decor items, to make the process of decorating and styling one's home accessible, enjoyable, and reflective of individual personalities, and to empower rural artisans, particularly women, to realize their artistic dreams and gain financial independence”, lastly adds Nidhi.
Driven to achieve its mission, the company has ambitious plans of expansion and diversification in the coming years. The company is set to expand exponentially in the coming years with the debut of Aarushi Goenka, the next gen leader for the brand. Leveraging her masters in computer science from IIT Bangalore, and a marketing acumen, she is gearing up to take the brand’s legacy forward.
The diversification aims to cater to broader needs of clients, while also providing opportunities for hiring more artisans and unlocking the full potential of its existing workforce. The company is also planning to leverage social media to create brand awareness, bringing customers one step closer to getting some one-of-a-kind handcrafted products to cherish forever. The company also plans to build a community of like-minded people, and enthusiasts of hand crafted local artifacts, expanding the reach of Rajasthan’s master artisans all over the globe.
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