For Yasmin Adil, Chikankari was more than a heritage-rich craft - it was a way forward. What began as a small hobby-based business turned into a lifeline, not just for her loved ones but for countless women artisans in Lucknow, Uttar Pradesh. Today, along with Flipkart and its Samarth program, Yasmin is transforming her small business into a thriving venture one stitch at a time. Read her inspiring journey.
Chikankari hand embroidery has been a part of Lucknow’s heritage for centuries. Passed down through generations, it’s among the many historic legacies of the city that’s revered the world over. For Yasmin Adil, Chikankari, however, was more than just a craft – it was the beginning of a journey she never expected to take.
Living in Lucknow, Yasmin started selling embroidered dress materials as a hobby. “My children were growing up, and my husband was working in Dubai. I wanted to do something of my own,” she recalls.
In 2017, Yasmin discovered the potential of e-commerce through Flipkart. “I didn’t have a big factory or a large investment, but Flipkart made it possible for me to start small and dream big,” she says.
Then came an unexpected turn – her husband was diagnosed with a life-threatening illness and returned to India. Suddenly, the business that had been a creative outlet became the family’s sole income avenue.
“It was my responsibility to do something for our family,” she says.
From a hobby to a lifeline
Soon, Yasmin found herself not only providing for her family, but also working with women artisans across Lucknow and creating employment opportunities for them.
“In Lucknow, there are many women who have learnt Chikankari from their mothers and grandmothers. Many of them have never worked outside of their homes,” she says.
Yasmin buys fabric from wholesalers and sends them to women artisans who embroider them from home. Each piece is intricately hand embroidered.
“I work with around 50 women artisans who collect the material, take it home and do the embroidery. This gives them a source of income while managing household responsibilities. They give it to me when it is done, and that’s what I process and then sell online.”
The impact, however, goes beyond economic benefits. “For many of these women, it’s about more than money. It gives them confidence and recognition. They take pride in their work and in being financially independent.”
Yasmin’s efforts have been recognized by the Government of Uttar Pradesh, and she has received a business recognition certificate for her contributions to the handicraft sector. “Now, I also get invited to exhibitions and fairs by the government and want to participate more,” she explains.
It was also through the UP government’s ODOP initiative and its collaboration with Flipkart that Yasmin found out about Flipkart Samarth. In 2022, she joined the Samarth program, which enables artisans, weavers, craftspersons, women entrepreneurs, micro-entrepreneuers and others to earn a sustained livelihood, while unlocking pan-India market access.
A whole new world with e-commerce
“I started with local sales, but our reach was limited,” Yasmin explains. “With Flipkart, I could sell to customers across India, something I never imagined possible.”
The shift to e-commerce enabled streamlined logistics, improved consistency in terms of revenue, and much more. “We no longer have to worry about how to send products across the country or manage payments – Flipkart takes care of that,” she says.
Over the years, however, what used to be a niche market has become a crowded space. “The competition in Chikankari has intensified,” Yasmin notes. “When we started, only a few sellers were online. Now, there are hundreds.” This increase has made differentiation crucial. “We focused on branding, ensuring our designs remained unique and maintaining high quality. That’s how we stayed relevant,” she explains.
With Flipkart’s seller support and benefits of the Samarth program, Yasmin has also gained access to assistance, training, and market insights, helping her refine her business strategy. “It’s not just about selling – it’s about learning how to grow and sustain a business in the long run,” she says.
Looking ahead, Yasmin plans to explore more online growth outside of India and grow her offline presence too. “I want to take Chikankari beyond India and use digital tools to streamline operations.”
Through thick and thin
No matter the challenges that were thrown at her, Yasmin stood her ground. “When my husband fell ill, managing everything alone was difficult. There were times when I had to juggle hospital visits and business operations, but I never let it affect my orders. Most times, I would receive an order while at the hospital and come home and dispatch it,” she says.
When Yasmin started her business, her sister helped her and today, it is her daughter who makes it a family business. “My daughter helps me a lot,” Yasmin says. “She manages inventory and online listings, ensuring everything runs smoothly.”
Yasmin didn’t just build a business, she built a lifeline – for her family and the families of the women artisans she works with.
“It started as a hobby, but this business is what pulled us through difficult times,” Yasmin says.
