When Sushmita Kaneri left her software engineering career, she didn’t just switch
paths—she lit the way for hundreds of artisans across India. In 2023, she founded
Gullakaari, a social enterprise dedicated to reviving endangered Indian crafts and turning
them into sustainable livelihoods.
How One Woman Chose Purpose Over a Paycheck
Sushmita, an engineering graduate from Pune, had a stable career in the tech world. But her
passion for community impact pushed her in a different direction. Her early experience
running school-based fundraisers inspired her to build something bigger.
She launched a donation platform called “Gullak” that allowed people to track their
contributions. But she soon realized that real empowerment comes not through charity, but
through dignified work—and that’s when Gullakaari was born.
How Gullakaari is Saving Endangered Indian Art Forms
Traveling across India, Sushmita met artisans who practiced rare crafts like Nirmal painting,
Warli art, Tholu Bommalata, and more. These age-old traditions were fading due to lack of
demand and income.
Instead of letting these crafts disappear, Gullakaari gave them a new life by:
● Transforming large, traditional pieces into smaller, usable products
● Helping artisans create modern designs with traditional techniques
● Providing training and access to markets for better income
For example, artisans from the Katkari tribe in Maharashtra, once working as laborers, were
trained to make eco-friendly candles, multiplying their income by four.
How Traditional Crafts Are Being Turned into Everyday Products
Gullakaari’s strength lies in combining heritage with utility. Instead of limiting these crafts to
decorative items, they are reimagined as:
● Tote bags and pouches with Warli and Gond art
● Vegan leather lampshades and upcycled stationery
● Pen holders, trays, and organizers with intricate Nirmal painting
Each product is made with sustainable materials like rice husk, natural dyes, and vegan
alternatives—making it both eco-friendly and culturally rich.
How 1,000+ Artisans Are Finding Financial Freedom
In just two years, Gullakaari has:
● Revived 13 dying art forms
● Partnered with over 1,000 artisans across 9 Indian states
● Generated over ₹50 lakh in annual revenue
● Helped artisans double their income and regain pride in their work
What’s more, parents who once discouraged their children from entering the craft world are
now encouraging them to carry forward the legacy.
How Gullakaari is Innovating Through Challenges
Reviving traditional crafts hasn’t been easy. Some required material changes (like replacing
animal leather with vegan leather) while others needed digital adaptation.
Gullakaari’s innovative solutions include:
● QR-coded storytelling products
● Augmented reality (AR) experiences for buyers
● Interactive workshops and social campaigns to spread awareness
These efforts not only help artisans connect with modern markets but also educate
customers on the heritage and hard work behind each product.
How Gullakaari is Creating Real, Lasting Impact
● ✅ Cultural revival through art preservation
● ✅ Economic empowerment for rural communities
● ✅ Eco-conscious business model
● ✅ Meaningful market integration
● ✅ Inspiration for future entrepreneurs
Featured by The Marketing Mirror
At The Marketing Mirror, we celebrate powerful startup journeys that blend purpose, passion,
and innovation. Gullakaari, founded by Sushmita Kaneri, is a shining example of how one
woman’s vision can uplift communities, preserve culture, and build a meaningful business.
We’re proud to spotlight stories like these—of entrepreneurs creating impact from the ground
up. If you’re building something that matters, The Marketing Mirror is here to tell your story.
