Art & Sustainability: This entrepreneur is leveraging Flipkart Samarth to empower women artisans

What began as a creative pursuit grew into a thriving business, driven by Shivali Verma’s vision of blending art and sustainability. Utilizing Flipkart Samarth, Shivali harnessed the power of e-commerce to scale her business and reach new markets and customers nationwide. But her success lies beyond just revenue - by creating employment opportunities for women artisans, Shivali has cultivated a community of creativity and financial independence. Read her story.

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I wanted my art to be useful, not just decorative,” Shivali Verma, a social entrepreneur and founder of Kaanch Kala, says. An MBA graduate from Lucknow, Uttar Pradesh, Shivali combined her artistic passion with practicality during the pandemic, creating products like hand-painted jewelry and tables.

Coming from a family background of traditional businesses, Shivali faced skepticism about the financial viability of an art-focused venture. “People didn’t understand how art could generate income,” she recalls.

With learnings from her MBA degree, coupled with the support of Flipkart Samarth, Shivali harnessed the power of e-commerce to scale Kaanch Kala, proving her doubters wrong.

Flipkart Samarth’s seller-forward policies and growth tools enabled her to break through the competitive noise, reaching new markets and customers nationwide. But, she insists, her success isn’t measured in business growth alone – it’s also about the women she’s empowered along the way.

Community and sustainability via art

At the heart of Kaanch Kala’s products is a team of 10 women artists, each pursuing a Fine Arts degree or diploma. These women are not just artists, but entrepreneurs in the making, being trained to transform their creative passion into sustainable careers. “We actively seek out new talent,” says Shivali, encapsulating her dedication to empowering women through art.

Kaanch Kala, says Shivali, is a business that’s focused on sustainability as much as it’s committed to community impact. Shivali explains how leftover materials from her father’s iron and cement business become the foundation for their products. This innovative approach not only minimizes waste but also aligns with their mission to create functional, eco-friendly art. “We transform waste into something extraordinary,” she says. “We use natural materials mostly, like flowers and raw materials from our factory.”

This focus on upcycling and community impact combined with her artistic vision enables them to create unique, practical pieces that stand out in the market.

A boost from Flipkart Samarth

“Flipkart Samarth was a game-changer,” Shivali reveals, describing her experience with the Samarth program. Since joining the program in 2023, she has leveraged the platform to expand her business, gaining invaluable support from the Flipkart team. Her hand-painted jewelry became a bestseller, driving a 25% growth in sales.

Launched in 2019, the Flipkart Samarth program enables artisans, weavers, craftspersons, women entrepreneurs, MSMEs and more to achieve dignified livelihoods while pursuing their passions. To date, the program has impacted over 1.8 million livelihoods across the country.

“Flipkart’s tools helped us refine our strategies,” she further shares, explaining how the platform’s analytics enabled her to understand customer preferences, optimize product listings, and boost visibility during events like The Big Billion Days.

“Being on Flipkart is like earning a verified badge—it builds credibility,” Shivali explains, highlighting how the platform fosters trust among customers. Flipkart’s support not only boosted her sales but also strengthened her brand’s presence in the market, making Kaanch Kala synonymous with unique, hand-painted products.

Beyond business as usual

The influence of Kaanch Kala, however, extends far beyond the walls of its studio. Shivali has led over 150 workshops, impacting the lives of 500-600 women. These workshops are not merely about honing artistic skills. They are designed to create opportunities and cultivate self-reliance. “Art is not just a form of expression – it is a vehicle for empowerment,” Shivali asserts. Through Kaanch Kala, participants learn to craft products like coasters and jewelry, often from locally sourced materials, offering a fusion of creativity and commerce.

Shivali’s vision for Kaanch Kala is to provide women with the tools for financial independence and personal growth. The collaboration with Flipkart Samarth has been pivotal, enabling her to scale the business and create meaningful livelihoods for artisans. This partnership has not only allowed Kaanch Kala to grow but also reinforced its role as a catalyst for change – helping the women associated with it thrive both creatively and economically.

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