Fueled by hardship and shaped by determination, Dheerendra Singh's handicrafts venture, Shree Nagnechi Arts, turned the tide on adversity. Soon, he grew his one-man workshop into a ₹2 crore online enterprise, guiding it with the same hands-on passion he started with. Read how Dheerendra, along with Flipkart Samarth, is empowering local artisans of Jodhpur, Rajasthan, and building a new life for his family.
Dheerendra Singh learned the value of perseverance early on in his life. Growing up in a village 100 kilometers from Jodhpur, Rajasthan, he witnessed his mother’s strength as she supported the family through her work at an Anganwadi center after the loss of his father at a young age. This foundation of resilience would later prove invaluable in his handicrafts business.
After completing his schooling, Dheerendra moved to Jodhpur, where he balanced a sales job with his college education. His fixed salary kept the wheels turning, but just barely. “I had a weak financial background. I came to a new city with no house. There was nothing I could rely on, and there were so many expenses. It was not possible for me to do everything based on a salaried job. So, I decided to start my own business for the future of my family. I did not have any other option,” he reflects.
While his options were limited, his dreams were not. After working a few jobs in the home decor segment, Dheerendra made a decision in 2018 that would redefine his life. He resigned from his job and took the only savings he had, ₹1.5 lakhs, and poured it into a business with no co-founders, no investors, no safety net – powered only by faith. This is how Shree Nagnechi Arts was born.
What followed was a journey of grit, skill, and unwavering commitment to his family and the local artisans of Jodhpur. His vision for empowering these skilled craftspeople found a powerful ally in the Flipkart Samarth program, which provided the crucial online presence and support needed to scale his venture.
Read more to learn how Dheerendra built a handicrafts business with a growing online presence, clocking a revenue of ₹2 crore annually.
From First Nail to Final Touch: The Making of an Entrepreneur
Dheerendra began small, gaining invaluable experience in crafting intricate pieces of home decor and handicrafts. “I mainly deal with items made of wood and iron. There are multiple categories in home decor and furniture, including wall hangings, diyas, jharokas, and other decorative items.
I picked up the skills while working in this segment, learning the ropes of how to craft these intricate pieces though I am no master. When I started my own business, I was the one painting the raw products myself,” he says.
The turning point came when he was introduced to online selling. “One of my acquaintances was running their business online and they guided me through the initial process,” he shares. Despite initial hesitation and a steep learning curve, Dheerendra decided to take the plunge, choosing Flipkart as his first online platform. “It took time to understand the starting process. It was difficult to manage in the beginning,” he admits.
However, Flipkart’s support system proved instrumental. “I got a lot of assistance from Flipkart. The account manager helped me with listings and shared with me a list of products that I could sell, which proved very helpful,” adds Dheerendra. A month after listing, his first online order arrived, and his journey began in earnest.
From Margins to Mainstream: Empowering the Hands Behind Handicrafts
As his business surged from 20 listings to 200-plus products and 30-35 daily orders, Dheerendra realized he could not manage everything solo. This pivotal moment led to a conscious decision to shift from simply buying and personalizing products to building his own artisan network.
“As the demand for the products increased, I assembled a group of incredibly skilled iron artisans from Gadaria tribe of Rajasthan. They are traditionally renowned ironsmiths who once used to travel from village to village, building and repairing implements. They are the true masters of ironwork, and just like them each of my products have dedicated craftspersons,” he explains.
Once the artisans have done their part, these handicrafts come back to Dheerendra’s factory, and that’s when the talented women in his workforce add their finishing touch – the vibrant paintings and meticulous detailing that make each product truly unique.
He soon discovered his online venture was a game-changer for local artisans, too. “When I started with e-commerce in 2018, I found that there was a massive gap between customers and the smaller artisans.
Many big players would buy products for next to nothing from the artisans and then sell them at much higher prices. All I wanted was a fair price for myself and a fair price for the craftspersons. Soon, I connected with different types of artisans and started selling their incredible work on Flipkart.” In this way, his business became a crucial bridge, ensuring these gifted artisans get a better income for their creations.
From Iron Will to Golden Rewards
Dheerendra’s dedication, amplified by Flipkart’s reach and the Samarth program’s education and training, has yielded remarkable success. His handicrafts business now boasts an annual turnover of around ₹2 crores, primarily through online sales.
The Big Billion Day sale has been particularly transformative. “We get a very good response during the BBD sale. There is a lot of demand for the products, and now we plan to achieve 70-80 orders per day,” he says.
This growth has transformed his personal life, too. “Now, I have my own house, which I bought 6 months ago. My kids now study in a good school,” he shares proudly.
Looking ahead, Dheerendra aims to grow beyond borders, with ambitions to expand abroad, recognizing the strong global demand for Jodhpur handicrafts. He is focusing on product updates and, supported by the Flipkart Samarth program, is also exploring new avenues like spiritual items and kitchen décor.
