A Simple Hobby That Sparked a Movement
When Heena Patel started knitting in 2013 during her pregnancy, she had no idea it would
become her life’s purpose. What began as a way to cope with personal grief turned into a
mission to empower hundreds of women across India.
Healing Through Yarn and Needles
After losing her six-year-old daughter and stepping away from a corporate job in banking,
Heena turned to knitting and crochet. Self-taught through YouTube, she found comfort in
creating baby caps and sweaters — and soon, others began noticing her work.
Her First Facebook Post Changed Everything
A single Facebook post showcasing her work received over 800 messages. One of India’s
biggest baby care platforms, FirstCry, approached her to list her products — and just like that,
Magic Needles was born.
Training Women, One Stitch at a Time
As orders increased, Heena began training women in her neighborhood, starting with her house
help, Priya. From learning to knit to leading a team, Priya’s journey mirrors that of many women
who joined Magic Needles and built new lives.
A Network of 300+ Women Across India
Today, Magic Needles supports over 300 women — 150 in Mumbai and others in Himachal
Pradesh, Kolkata, and remote towns. Women work from home, knit or crochet, and earn steady
income while balancing family life.
Stories That Inspire
The brand has transformed lives. One woman left an abusive marriage to lead a design team.
Another, once a housemaid, now manages warehouse operations and sends her children to
private school — breaking generations of financial struggle.
Promoting Handmade, Slow Fashion
Heena is on a mission to bring back the charm of handmade products in a fast-fashion world.
Magic Needles now sells babywear, teen and adult products through their website and platforms
like Amazon and Myntra.
Building More Than a Brand
In 2022, Heena launched Hobby Store, offering high-quality Indian-made yarns and tools. The
Mumbai-based space is part shop, part creative studio, and plans are underway to expand it to
other cities via franchise models.
Tackling Challenges, One Step at a Time
From sourcing good yarn to training first-time artisans, the journey wasn’t easy. Heena also had
to convince customers to value handmade work over mass-produced alternatives. But with
patience and purpose, the brand thrived.
Growth with Heart
In 2023–24, Magic Needles earned ₹8.5 crore in revenue, with 40% annual growth and nearly
one lakh monthly website visitors. But more importantly, it gave hundreds of women dignity,
income, and community.
What’s Next?
Heena plans to expand into home décor, more yarn products, and build a stronger crafting
community across India. Her dream is simple — to make handmade fashionable again, while
lifting up the women behind each stitch.
Featured by The Marketing Mirror
At themarketingmirror.com, we proudly showcase stories of inspiring entrepreneurs and
purpose-driven ventures like Magic Needles, proving that big impact can start with something
as simple as a thread and a dream.
Heena Patel’s journey shows that empowerment doesn’t always need offices or
investors—sometimes, it starts at home, with a crochet hook, and a vision to uplift others.
For more powerful stories of innovation, women-led startups, and grassroots success, follow us
at The Marketing Mirror — your mirror to the future of business.
