An idea that entrepreneur Mansi Gupta came across while studying in Wharton, became the source of motivation in bringing Tjori.com into existence. According to her, this idea helped her comprehend the value and demand that Indian handicraft has in the global market, along with learning about how consumers are scammed for it.
“The goal I set in my mind when I started was to take the rich Indian heritage to global standards, and this soon became the essence of the brand,” she said about the concept of the business.
In an exclusive conversation with Business Upturn, Mansi Gupta, CEO and founder of Tjori.com, spoke about business during COVID-19, the intention behind the name ‘Tjori’, the impact of its products in the global market, and how collaborating with local artisans have been a true inspiration behind its success.
What is the story behind the name ‘Tjori’? How well does it bind with the business mission?
Mansi Gupta: Tjori is a Hindi word which means ‘treasure’. Our products are one of a kind Indian treasure which can be unlocked with the key of goodness. The mission and aim of the company is aligned with this thought and have been the biggest motivational factor in helping our business grow globally. Our fashion category is inspired by the Indian arts, and we have added a hint of contemporary fashion so that its ideal for the women in today’s time.
In the COVID-19 situation, how and in what way your business operations have changed?
Mansi Gupta: The pandemic came as a shock that no one was prepared for. The commercial operations in any company require detailed planning, and any disturbance needs to be planned in advance to run the operations smoothly. But this was a unique case where we had to plan and operate according to what helped our situation. We were at the beck and call of the government norms. Moreover, the prime factor that made all the difference was the safety of the people. All things said and done, we are still regulating our operations to help suit our customers’ needs.
While many business owners are facing challenges in meeting the market demands, what advice would you give them to survive through these tough times?
Mansi Gupta: Well, the four lockdowns have disrupted the flow of raw materials and also drastically affected the supply chain. But the demand in the market has been on steady growth because of the lucrative sale offers that the brands are giving to ensure they survive these tough times. My only advice here would be to take one day at a time.
In what way collaborating with small-scale artisans and upcoming craftsmen have helped in the growth of the company?
Mansi Gupta: The artisans and craftsmen we have worked with have been a true source of inspiration. A soap artisan we collaborated with, helped us expand our catalogue with different kinds of soaps. It created a great value proposition for the brand. Also, with the platform and reach the brand had, our entire stock sold out in less than a few days. Collaborations like these have helped boost their business and we, as a company, have received requests from our customers to bring those products back. This helped us launch their creations as permanent products in our catalogue, helping each of us grow.
As your business aims to offer Indian ethnic products, how has the impact of these products been in the global market?
Mansi Gupta: The idea of taking these ethnic products to the global market is the aim of the company. We have seen a very warm welcome from our international customers who have loved and appreciated our products. The global market has seen a rising trend of Indian products and has been keen on purchasing more and more Indian products.
What are your expansion plans? Can we expect ‘TJORI’ stores coming in soon?
Mansi Gupta: The pandemic has affected all of us, including the growth and development of the business. Yes, we would love to introduce Tjori stores by the end of next year and expand the business in the physical retail sector. In the meantime, we are collaborating with the store-in-store outlets such as Central to help us come closer to the idea of a flagship Tjori store in Delhi.
“The journey has just begun, but this has been a roller coaster ride with ups and downs, new learning, new achievements, but some really great times so far,” she added.