MSME SuperPower:
Reviving India’s Artisanal Heritage
Yashovardhan Sharma
Founder & CEO, MohanJodero, Delhi
In the heart of Delhi, amidst its vibrant cultural background, stands a store that’s a portal to India’s past. MohanJodero, which I started in 2015, is not just a place to buy things. It’s where each brass artifact and handcrafted item takes you on a journey through India’s rich heritage, one that began as my simple dream to celebrate our country’s age-old artistry.
It all began with a deep appreciation for India’s cultural legacy. After completing my engineering and Masters degree in Germany, I returned home with a perspective. That vision turned into MohanJodero, a place where each brass artifact and handcrafted piece tells a story of India’s rich past.
Tackling Challenges with Determination
The initial hurdle I faced during the establishment of MohanJodero was the sourcing process. I ventured across India to find artisans who could breathe life into the vision I had for each product. These were craftsmen with skills passed down through generations, hidden in the country’s nooks and crannies. Building a network of reliable artisans who shared my passion for quality and authenticity was both time-consuming and enlightening.
Then came the complex task of introducing these unique, handcrafted products in a market accustomed to modern, mass-produced items. At exhibitions, while the craftsmanship was admired, converting this appreciation into sales was a significant hurdle. The beauty and intricacy of the products were evident, but there was often a disconnect in conveying their cultural value and the meticulous effort behind each creation.
Transitioning to online sales introduced a different set of challenges too. In the digital world, effectively showcasing the detailed artistry of handcrafted items was a daunting task. Photography and product descriptions needed to capture the essence and fine details of each item, and the website design had to reflect the depth and beauty of our collection. It was vital to translate the tactile experience of handcrafted items into virtual space, a challenge that required creativity and innovation.
Invaluable Learnings from Walmart Vriddhi
Participating in the Walmart Vriddhi program in 2021 was a game-changer. It deepened my understanding of customer preferences, enabling me to fine-tune our offerings. This nuanced approach to product alignment helped make our artifacts more appealing to a wider audience, ensuring that their cultural essence remained intact and more relatable.
A pivotal aspect of the Walmart Vriddhi program was its focus on digital marketing and online sales strategies. I gained insights into SEO, social media marketing, and online customer engagement. This knowledge was critical in enhancing our online presence, making our products not just visible but also narratively rich and engaging on digital platforms.
Another key area where the program had a substantial impact was in streamlining operations. Learning about supply chain optimization and cost management translated into more competitive pricing for our products, without compromising on quality. Additionally, the program’s focus on sustainable business practices and sound financial management fostered a mindset of long-term planning and growth. This strategic approach has laid a strong foundation for the future scalability and sustainability of MohanJodero, the store.
Future Growth and Expansion
MohanJodero witnessed a significant transformation after implementing the learning from the Walmart Vriddhi program. We saw a 30% growth in our business, a testament to the effective strategies and practices learned through the program. The confidence gained from this experience has now set us on a path to take our store to new markets. We’re exploring new platforms to introduce our unique Indian handicrafts to a wider audience.
Our journey doesn’t stop at business expansion; it’s also about supporting the community of artisans we work with.
We’re committed to creating a thriving ecosystem that not only preserves our heritage but also ensures that these ancient art forms continue to inspire and be appreciated worldwide.