Shubham’s journey began with a career in the hospitality industry, where his fascination with terracotta was sparked by foreign tourists. Motivated by a desire to pay artisans fairly and promote sustainable products, he took a bold leap of faith with his brother Praveen. They quit their jobs to start their brand, The Handicraftian. Enduring immense personal and financial challenges, their commitment to preserving this traditional Indian handicraft kept them going. Read their story of empowering over 250 artisans, gaining global recognition, and growing an eco-friendly enterprise.
Hailing from the small town of Shukri in Madhya Pradesh, Shubham Shivhare didn’t know that terracotta would one day become his passion. When he arrived in Delhi in 2011 to pursue his studies in hospitality, he had no idea that he would leave his well-established job to work twice as hard as an entrepreneur. Read his story to know how he’s proving that business can be a potent force for positive change.
Where it All Began
Shubham Shivhare graduated from IHM Pusa, a renowned hospitality management college. For five years, he thrived in the travel and tourism industry. His job afforded him the opportunity to interact with a multitude of tourists from overseas.
It was in these interactions that a new fascination took root. “Foreign tourists would always want to visit local markets to see Indian handicrafts. In particular, I saw their love for the terracotta products. So, I started researching it. On the other hand, our family’s guru always motivated us to use handcrafted products, especially eco-friendly ones that will not harm Mother Earth,” he explains.
Soon, Shubham came to see terracotta in a new light. “Terracotta has multiple minerals. Secondly, our ancestors used terracotta products for the slow cooking practice for better nourishment,” he says.
Taking a Leap of Faith
Driven by his burgeoning passion, Shubham began his research in earnest in 2018. He soon discovered a painful truth: the market was flooded with poor-quality terracotta products that would crack immediately or after only a few uses.
He sought out a potter in West Bengal, who revealed the heartbreaking reason behind this. “This young man was a talented potter who made terracotta kulhads. However, he was selling kulhads of uneven color and a raw finish. He told me that he was not paid enough to source good clay, use a good kiln to bake it, or take the time needed to get the quality right.
I asked him to make one kulhad of high quality to show me his work, and when I saw it, I couldn’t believe that people would not pay the right price for such a product. I can proudly say that the pottery that I saw from that particular artist is one of the lightest and most beautiful in India.”
At that moment, Shubam knew he had to act. He placed an order with the artisan and decided to make the life-altering decision to quit his job and pursue a business in terracotta.
However, this was a move that his middle-class, service-oriented family could not understand. The decision to leave his job was met with a year-long disapproval by his parents. He and his brother, Praveen, who joined him in this venture, faced intense pressure and disappointment.
“For a year, we did not have permission to visit the family or even celebrate Diwali together,” says Shubham, recalling a painful time. “We were the black sheep in our home.” To survive and grow their new business, they offered home tuitions every evening for four years. Every rupee they earned was immediately reinvested.
Building a Thriving Enterprise
The brothers launched their brand, The Handicraftian, on Instagram and sold products sourced from artisans at local weekly markets in 2020. They started slowly, and over time launched a wide variety of terracotta products, including cookware, serving ware, water fountains, drinkware, art and decor, planters, tea and coffee sets, and even jewellery.
The initial days were an uphill battle. People were hesitant to invest in terracotta cookware due to breakage, and their fears were justified. On one hand, Shubham needed to reassure customers that good quality products lasted for decades, and on the other, he needed to ensure that the products reached customers in one piece.
Initially, their product breakage rate was a staggering 80% due to ineffective packaging. Through a meticulous process of trying and testing for the best quality packaging and raw materials, their breakage rate is now less than 1%.
Their research into pottery also led them to travel across India, discovering that different clays were best suited for different products. They now source cookware from Haryana and Rajasthan, serving ware from Uttar Pradesh and Bengal, and festive decor from Gujarat.
This comprehensive approach to quality and design led the brothers to offer a product line of over 300 items. To combat customer misconceptions, they opened a large experience center in Rohini, Delhi. “Our experience center is basically a gallery where people can come and see and feel the products. We also explain the benefits of using eco-friendly terracotta for cooking and décor, and even tell people to wash these products with lemon and food-grade vinegar and not detergent.”
A Legacy of Pride and Purpose
The biggest turning point for the venture came when they joined Flipkart Samarth. “Flipkart has changed our lives, really,” Shubham says. What started with one or two orders a day on Flipkart since they onboarded in 2023 has now grown to over 250 daily orders. The brothers reached another milestone with a turnover of ₹1.35 crore in 2024.
“Digital commerce on Flipkart has opened a big opportunity for us with customers across India seeing and ordering out products. Our sales have grown exponentially with events like the Big Billion Days (BBD). Last year, we were not prepared. This year, our packaging was ready, and we listed a lot of new inventory for the festive season,” he says.
“With Flipkart Samarth by our side, we got a chance to represent our products at a Walmart event and then even got export opportunities. The appreciation we received there became the biggest motivation for us to continue our work,” he explains.
The business has now become a truly family affair, with his brother Praveen handling sales and marketing, and his wife handling administration and human resources. What’s even more impactful is their relationship with artisans.
“Today, we source from more than 250 artisans across 12 states in India. We started our journey with a godown of 300 sq.ft. and now, we have more than 6,500 sq.ft. We are a team of 15 people plus freelancers,” he shares.
Shubham’s journey has brought unexpected recognition – including being selected for the third round of Shark Tank India and receiving praise from prominent figures. “Bollywood actor Pankaj Tripathi is our client, and the Chief Minister of Maharashtra, Devendra Fadnavis also saw our products and praised us,” says Shubham with pride. However, their biggest reward is seeing the positive changes in the lives of employees and artisans.
“Talented Indian potters work all day and night and have nothing to show for it. With our brand, we are supporting potters, ensuring fair trade, and supporting the environment. We employed only one woman when we started. Now, we have more than 10 women working in our company. Even our staff saw the changes in their lives. Their children are studying in good schools. They are like our family, we even have get-togethers often,” he says with immense pride.
Today, Shubham’s goal is to grow their family of artists to over 400 and their product line to over 500. “We want to bring healthy, natural products into more people’s lives and give our country’s terracotta heritage a renewed sense of pride.”
