Stitched with Strength: The Ekatra Journey

This is the story of Arshi—a mother of five who stepped up when her husband’s health failed, determined to support her family. Of Farzana—a COVID-19 survivor who found strength in adversity after losing her family’s dairy business and land. And of Tasneem—a mother of four, carrying the immense responsibility of providing for her loved ones. This is the story of Ekatra, woven together by women who came together in times of adversity to create products of love and craftsmenship. By Aishwarya Kulkarni

As I unboxed an Ekatra gift box—filled with hand-stitched cloth diaries, pouches, and artisanal stationery—I felt the resilience of the women, woven into every thread. Their quiet strength, their perseverance, their love. My heart smiled. And as I whispered a silent “thank you,” I knew that, miles away in their village in Rajasthan, these incredible artisans could hear me.

This is the story of Ekatra — a mother-daughter venture by Minakshi and Aishwarya Jhawar, where elegance, sustainability, and purpose come together to create timeless, handcrafted gifts. At its core, Ekatra is more than a brand; it is a movement—one that transforms homemakers into artisans, turning silent skills into voices that demand to be heard. Rooted in tradition yet shaping the future, they craft not just products but opportunities, proving that beauty lies not just in what we create but in the lives we uplift along the way.

In this conversation, Aishwarya Kulkarni sits with Co-founder of Ekatra, Aishwarya Jhawar, to explore the essence of empowerment manifested through their company—not as an abstract idea, but as a reality built, one stitch at a time.

SCALE: What inspired you to start Ekatra, and how did the idea originate?

Aishwarya: It all began during my travels across India. My background is in public space design, which required me to explore diverse locations. While studying the architecture of places like Uttarakhand, Ladakh, and Bidar, I found myself drawn more to the stories of the people living within those spaces, especially the women. Speaking with them, I realised they were less interested in discussing the bricks and mortar and more eager to share their own narratives – the weaves they created, the clothes they stitched, even their cherished recipe books! It struck me that I was focused on a project about buildings, but the real stories, the real skills and talents, resided with the people inside them. I wondered, how could we bring these talents to light, and give them a platform where their artistry could be seen and appreciated. That was the seed of Ekatra.

It was a thought that connected back to my own roots, my mother and grandmother, who possessed incredible stitching and sewing skills. I realized that many women, even those not necessarily from the “bottom of the pyramid,” face cultural and social constraints that limit their ability to work outside their homes. I came across data suggesting that over 53% of capable women in India are unable to work outside their houses. It’s a common practice for women across communities to create clothing for their families, possessing valuable skills and often owning the necessary equipment.

So, I thought, why not bring the work to them? If they know how to do this, they can probably do it later from their homes. Why not create opportunities for them to use their skills from the comfort of their homes? Initially, the idea was simply to share their stories in whatever way they felt comfortable. It gradually evolved into the brand Ekatra.

SCALE: What does the name Ekatra mean, and how does it reflect your brand’s philosophy and work?

Aishwarya: Ekatra perfectly embodies what we do. It’s a Sanskrit word meaning “collection.” We collect stories, people, and emotions, and translate them into different forms and functions. It’s a collection of experiences, a collection of skills, a collection of lives woven together.

SCALE: I love that your practices, even from the beginning, has prioritised sustainability, while business is a byproduct of that core value.

Aishwarya: Absolutely. In the initial stages, we weren’t overly concerned with what we were going to make. We were more focused on establishing three core pillars. First, we would work exclusively with women, bringing those who were not in the “frontline force” into the workforce. It would have been much simpler and cheaper to set up a factory, but our foundation was built on empowering women and their handmade work. Second, drawing from my academic design background, sustainability was paramount. And not just as a buzzword, but as a deeply ingrained principle guiding every step of our process, from material sourcing and packaging to customer experience. We consciously consider our environmental footprint in every decision, even if it means higher costs or unconventional choices.

Our website even features a “Second Life Project” showcasing products made from leftover materials. Even our visiting cards are crafted from recycled paper with beautiful fabric stitching. We want our message to be clear, and our story to reach the consumer through every product.

Third, design was crucial. Every product, whether a journal or a daily planner, had to have a strong design element. It couldn’t be a basic, templated item. It had to have a premium design aesthetic that would resonate with our community and add value to their lives.

SCALE: How do you identify and recruit women artisans from underprivileged communities in Rajasthan? And what kind of training and support do you provide to transition them from homemakers to skilled craft creators?

Aishwarya: We pride ourselves on not rejecting any woman for working with us so far. Women are natural multitaskers; they are incredibly capable. They are also very supportive of each other. If one woman from a community starts earning, she brings along ten others. Initially, we relied on word-of-mouth for recruitment. It gave us insight into how many women were eager to work. As for training, we have a seven-day program led by our head artisans.

They cover everything from basic techniques to our specific manufacturing processes. We want our products to be of the highest quality. We don’t want to hide behind the “handmade” label. Even though they are handmade, they need to speak volumes about the skill and dedication behind them. Recently, we’ve also started partnering with NGOs and the Rajasthan government. They often provide machinery and basic training but lack the means to offer consistent employment. We step in to train them in our specific product lines, creating a win-win situation for everyone.I believe that unless you privatize certain aspects of the system, it won’t scale.

SCALE: Can you share any success stories from your team of women?

Aishwarya: It’s hard to choose, but one that comes to mind is Anjum, one of our head artisans. With a husband working as an auto-driver, she used to earn just ₹10 a day making beedis. Since joining Ekatra, she has honed her stitching skills, found joy in her work, and created an identity of her own, all while building a brighter future for her three daughters. Now, she earns ₹500-₹600 a day and has even brought other women into the fold, empowering them as well. Beyond the financial aspect, there are other kinds of transformations. We take two women to every pop-up event we do.

For our Bombay pop-up, we took two artisans who had never even been to Ajmer, let alone a big city. They were so happy to see the ocean, and to explore the city. It’s about more than just income; it’s about building confidence and expanding horizons. They were making their own decisions, something they hadn’t been able to do before.

SCALE: How do you balance traditional craftsmanship with contemporary design to appeal to modern customers?

Aishwarya: Our philosophy is simple: we don’t sell the product with the story. We want people to buy our products for their quality and craftsmanship. The story is a bonus. We’ve never felt a challenge in balancing tradition and modernity. Our products are handmade, but the design can be anything. Premiumness comes from the hand itself, from the uniqueness of each piece.

We create designs that feel natural to us and that we believe our audience will appreciate. Also, after appearing on Shark Tank, our vision expanded beyond what we thought possible. It’s a cliché, but the sky really is the limit. The biggest change has been in terms of credibility and client acquisition. Things that used to take two months now happen in five days. Shark Tank gave us that validation.

SCALE: What are some of the significant challenges you’ve faced in establishing and growing Ekatra?

Aishwarya: Team building is a current challenge. Building a core team that shares our vision, especially in a tier-2 city, is difficult. Another challenge, especially initially, was dealing with the emotional weight of the stories shared by the women we work with. They come from difficult backgrounds, and it takes a toll. We learned to create healthy boundaries and introduced gratitude circles in our office to maintain a positive environment. Also, coming from a non-business background, learning the ropes of finance and establishing systems was a steep learning curve.

SCALE: As a mother and daughter duo, how do you navigate the dynamics of running a business together?

Aishwarya: It’s definitely challenging. I can be very particular about how things are done. But having my mother as a co-founder has been a blessing. We’ve divided our roles. I handle communications, design, branding, and business development. Mom is in charge of production and procurement. Our only overlap is order fulfillment. It plays to both our strengths. She’s amazing with people, something I’m still learning.

SCALE: Finally, what’s your mantra for life?

Aishwarya: Zindagi Mein kuchh bhi itna bada nahi hota (No issue in life is ever that big). It has helped me tremendously. Even during crises, like a returned order or a problem with an investor report, I remind myself of this. It helps me keep perspective.

All Images Courtesy Ekatra