This Entrepreneur Trio Is Bringing Handicrafts From Across India To Your Homes

My mother recently received a WhatsApp forward. A warning that read, "THROW OUT YOUR NON-STICK PAN!" followed by a lengthy diatribe about how the chemicals in our kitchen utensils are causing diseases-- some of which I haven't even heard of. An obvious frenzy and some confusion about what to do next followed. While the message leaned heavily on fearmongering, it was not entirely off the mark. I'm sure many of us have recently heard of the harmful toxins lurking in our kitchens. 

Three entrepreneurs from Bengaluru are on a mission to change that. Meera Ramakrishnan, Archish Mathe Madhavan, and Varishta Sampath are the founders of Zishta, a brand that revives traditional cookware and empowers and supports local Indian artisans. In an interview with SheThePeople, Meera shared the brand's journey and how her life experiences shaped her entrepreneurial spirit.

From Corporate To Startup

Meera Ramakrishnan's father, a banker, had a transferable job that took her family across many cities and towns in India. "We have never lived in big cities. Always in Tier 4, Tier 5 type of cities or small villages," she recounted. This regular relocation from a young age exposed her to a wide array of cultures and traditions. 

After pursuing an MBA in Marketing and Finance, she worked at many reputed organisations including The Hindu, Infosys, GE Healthcare, and Honeywood Automation. In her interview, Meera spoke in detail about how her time at each of these organisations shaped her in different profound ways, beyond just professionally.

After 22 years in the corporate world, Meera stepped into the entrepreneurial world. "Honestly, I had no entrepreneurial interest, no passion. Neither was it my dream," she admitted. "I do not come from an entrepreneurial family so to me, becoming an entrepreneur was a surprise because I love my corporate journey."

So what changed? Being so well-travelled came with a sense of social consciousness that left a lasting impact on Meera. "My father and I love to travel... When he was 70 -- this was 10 years ago -- we were on a wonderful road trip across villages. He made me buy a diary and note down everything like 'this village is famous for this, that village is known for something'. He took me there and showed me how they are made, what are the specialties, how difficulty it was to handcraft them, etc. That was the inflection point."

Meera was inspired to pursue a career where she could work with people living in rural India. One day in 2015, she and a former colleague, Archish, discussed various options, from rural marketing to rural tourism. It was then that the idea of reviving traditional crafts and collaborating with grassroots artisans was evoked. 

"At that time, the market didn't exist but it was a very personal passion and that's how the jump happened," Meera said. With Archish's cousin Varishta on board, Zishta officially came to life in 2016. "There was an excitement. Not the entrepreneurial excitement. More like an excitement and passion towards the crafts."

Modern Entrepreneurs Take Traditional Crafts

While Zishta is best known for cookware, the brand also promotes other handicrafts like wooden toys from Etikoppaka, Andhra Pradesh; Madurkathi grass mats from Pashtimur, West Bengal; and many more regional arts from across India. All these products are made by local artisans who have been practising these crafts for generations. 

Meera, Archish, and Varishta have travelled to different parts of India, personally met these craftsmen, learnt their cultures, and understood the intricacies of their work. Their goal was not only to revive the crafts but also to provide the craftsmen with a platform for recognition, support, and fair compensation.

A bonus to this passion was the timeless knowledge that goes into the making of Zishta's 'non-toxic' and 'traditional' cookware. Meera explained, "Traditional cookware is made of materials like copper, brass, bronze, tin, iron, cast iron, clay, or stone. We ensure there is no lead, cobalt, nickel, etc, which can be harmful to your body."

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Meera also detailed that traditional cookware retains "90% of nutrients and micronutrients" in food. The entrepreneurial trio did not just rely on oral and conventional knowledge when it came to the benefits of traditional cookware; they conducted extensive research to understand the materials and their impact on health. 

"When we launched the traditional cookware, it was not because of the toxicity factor or anything. We launched it because we wanted to revive the craft. And the food tastes yummy! But over the years, we learnt about the benefits. Not just [to health], it's also eco-friendly because stone or clay are not contaminating the environment. Meanwhile, brass or iron can be smelted and reused. So nothing goes to waste."

Imagine cooking a fragrant Punjabi sarson ka saag in a vessel crafted in Tamil Nadu. Or a hearty akki rotti from Karnataka on a pan made in Uttar Pradesh. That's the beauty of Zishta -- a medley of crafts from different regions for consumers worldwide. Moreover, the products are manufactured to be convenient for the modern user. 

Meera's Entrepreneurial Journey: A New Take On Life

For Meera, the transition from corporate to entrepreneurship was exciting yet challenging. Comforts like company-funded luxury hotels or air-conditioned boardrooms were no longer a norm. However, warm relationships with the villagers and doing something she truly adored more than made up for the challenges.

Becoming her own boss and mentor was another struggle, not just professionally but also in her personal life. As a mother and self-proclaimed workaholic, balancing her career, family, and personal time was no easy feat. However, she managed to make her own rules and create healthy boundaries between her work and life.

"When my daughter was two or three years old, there were times when I would leave from office at 5:30 to take care of her, and when she went to sleep at around 8:30, I would work again till 1 in the night. I didn't have to. Nobody was [asking] me to. But I love working... The way I see it, you do not create a work-life balance. Work-life balance is different every day... Somebody once told me, 'Your career is like a marathon, it's not a sprint.' So you just work round the year. When the family needs you, you're there; when work needs you, you're there."

As for personal time, Meera admitted, "When your passion becomes your business, the line between personal and professional gets blurred. I love travelling but now, whenever I'm on a personal trip to some village, I also focus on my business." However, Meera also has some impressive hobbies like car rallying, yoga, and meditation.

Despite the uncertainty and struggles, Meera Ramakrishnan has found a deep sense of fulfilment and purpose in her entrepreneurial journey. The blend of her passion for traditional crafts, commitment to social impact, and love for the work she does keep her encouraged to navigate through the ups and downs.

The founders of Zishta exemplify how contemporary entrepreneurs can successfully merge personal values with business ventures. Their journey highlights the importance of passion, perseverance, and social responsibility in shaping businesses that make a positive impact on their customers, environment and local communities.