In the Srikakulam district of Andhra Pradesh (originally from Odisha), Sudharani Marndi
made a bold move: quitting her government-family’s expectations and a receptionist job to
build Jhunuk Crafts. Starting in 2015, she invested her creativity into eco-friendly,
handcrafted gift items. Today, she earns about ₹40,000–₹50,000 per month, selling pieces
both in India and abroad. This is her story.
How a Childhood Hobby Became a Creative Calling
Sudharani’s journey began early. As a child, she couldn’t always buy fancy greeting cards for
her teachers. That disappointment drove her to make her own cards—simple, handmade,
full of love. Over time, she stayed engaged with crafting: decorating notebooks, making
keychains, experimenting with waste materials. Her passion never faded.
How Family Expectations Clashed with Her Dream
Coming from a conservative family, her father wanted Sudharani to choose a steady
career—government job or something conventional. Though she completed college and
even started a receptionist job, she always crafted in her spare time. Balancing both became
tough. Her heart was in her art, and she knew she had to choose.
How She Quit and Committed Fully
In 2015, Sudharani took a risky but necessary step: she left her job within a month and
devoted her full energy to crafting. The decision shocked her family—her father was upset,
even going so far as to threaten to discard her art materials. But Sudharani stayed firm. She
kept making her crafts using simple tools and waste materials like paper, cardboard, tetra
packs, and plastic cups, often sourced from her kitchen. Her work began to attract small
orders.
How Creativity Met Eco-friendly Crafting
The hallmarks of Jhunuk Crafts are creativity and sustainability. Sudharani makes over 100
different handcrafted items: greeting cards, photo frames, bookmarks, keychains,
decorative nameplates, and more. Many pieces use recycled materials. The lower cost of
raw materials plus her creative reuse helps her keep prices accessible—some items start at
₹20, while more elaborate nameplates may go up to ₹1,000 or more.
How She Attracted Orders from Near and Far
Sudharani first sold to classmates and friends. Then came local exhibitions, online orders,
craft fairs. As her craft matured, she began receiving bulk orders. Her presence on social
media helped visibility. Her designs, deeply rooted in tribal and local motifs, stood out.
Eventually, she started getting international orders from countries like the USA and Japan.
How She Overcame Emotional and Practical Hurdles
Running a home-based business wasn’t easy. Family skepticism, emotional stress,
managing household responsibilities—all presented challenges. Her science degree and
studies in business administration helped with managing orders, finances, and marketing.
Marriage added support: her husband, a bank officer, encouraged her work. Slowly, her
family began to recognize her success. Her father, initially disapproving, now helps with
orders and attends her exhibits.
How Pricing Strategy and Quality Earned Her Income
Sudharani’s pricing is thoughtful. Small, simple items (bookmarks, cards) are priced low
(₹20–₹100), while custom pieces, photo frames, and decorative items go higher. Her
products undergo quality checks—even though tools are basic, attention to detail is high.
With rising customer satisfaction, repeat orders increased. Her income crossed above
₹40,000 per month, sometimes closer to ₹50,000, mainly from exhibitions and both online &
offline sales.
How Cultural Roots and Design Made Her Brand Shine
Jhunuk Crafts isn’t just about profit—it’s about identity. The name “Jhunuk” means “seashell”
in Santali, symbolizing hidden pearls in simple things. Her tribal roots, handmade styles, use
of eco-friendly materials, and decorative art like mud mirror Lippan art or tribal motifs give
her work a unique flavor. For many customers, buying from Jhunuk is buying culture and
consciousness.
How Balance and Persistence Built Sustainability
Even now, Sudharani works from home, balancing crafting with family life. She sets aside
dedicated hours daily for her art. She participates in multiple exhibitions each year. Orders
spike during festivals like Rakhi. She continues learning new designs and techniques,
responding to feedback, and experimenting. All of this keeps the momentum going.
Featured by TheMarketingMirror.com
At TheMarketingMirror.com, we love sharing stories that speak of courage, creativity, and
commitment. Sudharani Marndi’s journey—from crafting greeting cards as a child to running
Jhunuk Crafts, earning ₹50,000 a month—is a powerful reminder that following your
passion with resilience can turn dreams into reality.
If your startup or creative venture is growing with heart, we’d love to feature it too.
