MSME SuperPower:
Loops N Knots: Crafting a More Sustainable World
Manu Gulati
Owner, Loops N Knots (Handicrafts), Ambala, Haryana
In an ecosystem filled with fleeting business ventures, my story is rooted deeper in the soil. Established in 2010, Loop N Knots was born from a vision to harmonize aesthetic appeal with ecological responsibility. As a brand dedicated to handicrafts, Loop N Knots wasn’t merely filling a market gap, but answering a call to fuse creative expression with environmental stewardship. This venture was my commitment to the growing demands for eco-conscious living, where each product stands as a testament – to enhance living spaces with minimal environmental impact.
Setting up Loop N Knots presented its own set of challenges. Sourcing high-quality, eco-friendly materials that resonated with my sustainable vision was daunting. Equally challenging was persuading artisans to join a startup, a task complicated by financial limitations and the inherent risks of new ventures. Yet, my dedication never wavered, fuelled by the conviction that Indian handicrafts deserved global recognition and that sustainability was more than a trend – it was the way forward.
The Fabric of Growth: Building the Business
Loops N Knots started as a small setup with a modest inventory, created from the ground up in my own home. The early days were about juggling multiple roles—designer, marketer, accountant—all while ensuring that the quality of our handcrafted home décor items were consistent.
I also taught specially-abled people to create products for my company. Sales were initially slow, and reaching a wider audience was a constant battle.As the world turned increasingly digital, I realized that embracing technology was not optional; it was essential.
The transition from a traditional business model to one that thrived online required a steep learning curve. I had to understand digital marketing, learn about SEO, and navigate the intricacies of online customer service. Each step was a lesson, each setback a learning and a chance to adapt.
The Walmart Vriddhi Turning Point
When I encountered the Walmart Vriddhi program in 2022, I was seeking a catalyst for change—a partner to help scale my operations and amplify my reach. The program’s promise of empowering MSMEs like mine was compelling. I signed up, hopeful yet uncertain of the impact it would have.
As it turned out, the transformation was profound. The program wasn’t just about lessons in entrepreneurship; it was about personalized mentorship that addressed the unique challenges of Loops N Knots. From refining our branding to enhancing product packaging, from streamlining logistics to expanding our online presence—the program provided a holistic approach to business growth.
Armed with new skills and insights, I watched Loops N Knots flourish, leading to 30% increase in our sales figures. But more importantly, I observed a shift in my own mindset. The confidence and knowledge gained through the Walmart Vriddhi program allowed me to envision a future that was once unfathomable.
The Horizon Ahead: Vision for Iqtara
Today, Loops N Knots is not just surviving; it’s thriving. It’s a brand that represents the best of Indian craftsmanship, married to the principles of sustainability.
Iqtara International represents a new chapter in my entrepreneurial journey, a venture where my passion for sustainable living finds a new expression in the realm of home decor. Iqtara, named as a homage to my parents, Iqbal and Tara, is not just another business endeavor; it’s a testament to enduring values and a commitment to environmentally responsible practices.
At the heart of Iqtara lies a dedication to offering home decor solutions that resonate with the principles of ecological sustainability. Our product line is thoughtfully curated to combine utility with aesthetic appeal, ensuring each item not only enhances living spaces but also aligns with the ethos of minimal environmental impact. Iqtara’s collection ranges from elegantly designed nameplates and candle holders to a variety of home textiles, each reflecting a unique blend of traditional craftsmanship
and modern sustainability.
The launch of Iqtara International marks our bold step into the eCommerce landscape, an expansion driven by the insights and confidence gained through the Walmart Vriddhi program. This initiative is more than just a business expansion; it’s about setting a new standard in eco-friendly home decor and bringing the richness of sustainable living to a wider audience.