Seller Stories

Add the essence of Madhubani with iMithila

posted by Anupama Ravi September 1, 2016 0 comments

iMithila focuses on bringing smile to the faces of all internal and external stake holders touching lives from big metro towns to small villages. They aim to reach every office and household with our auspicious paintings continuing to grow in different forms spreading joy and delighting customers in every nook and corner of the world. Today, they sell our products at over 20 countries. In a short span of time, imithila has been largely recognised as the fastest growing brand in Madhubani Painting category with an expanding international footprint.

Tell us something about the store owner – the brain behind the brand?

Ruchi Jha – an Investment Banker by profession, took the entrepreneurship plunge to take the art of her native place Mithila to the world. She has an MBA degree in finance and has over 6 years of corporate experience in companies like HDFC Bank, TCS and Syntel. During one of her visits to her hometown, she had the privilege of meeting few National and State Awardees in Mithila Painting. Beautiful shades of the painting stuck a chord with her and generated the passion to take it to the every corner of the world. Todat her organization, iMithila Handicrafts and Handloom Pvt Ltd, works with more than 200 artists in a short span of over 1 year. She has introduced many new facets of Madhubani Painting by expanding into new product categories like silk cushion covers, serving trays, Kota silk sarees and wall clocks.

What is so unique about your store?

All the products are handpainted and handcrafted. Apparels are handpainted handloom products. iMithila is India’s first folk art based handpainted ecommerce store. It has the widest variety of products in women wear like sarees, stoles, dupattas to home decor products like paintings, handpainted wall clocks, trays and kettles.

What inspired you to come and start selling online?

Online offered a unique platform for young entrepreneurs to reach out to a global audience with minimum investment. It is an ideal go to market for bootstrapped startups like ours. After opening our retail store, going online was the next natural progression.

How did you come to know about Kraftly?

Kraftly offers a unique platform to sellers and consumers alike by being the only C to C mobile market place. Hence, while we were searching for opportunities online, Kraftly was one of the obvious choices. With mobile penetration becoming more and m-commerce taking a larger share of the pie of e-commerce, Kraftly is at cusp of being the next big thing in India’s internet space.

How did you come up with the idea of creating your brand?

We specialize in Mithila Painting which is one of the oldest known forms of painting. To make it relevant in today tech savvy world, we chose the most apt letter “i” and linked it to traditional mithila art to create iMithila. In order to give our quality conscious customers a satisfactory experience, we sell all our products branded as iMithila. Hence our customers can be assured that the products they buy are 100% original, authentic and handpainted.

How do you balance Kraftly with your professional and personal life?

Kraftly gives flexibility to the sellers and buyers. There is no specific time needed to work with them. They have user friendly app which gives us the flexibility to work on the go. All you need is a smart phone and you are done.

How was your experience with Kraftly?

Our journey with Kraftly has been great. Being a C to C platform, it offers immense opportunity for small time buyers and sellers to find the right audience and products.

Any learnings you want to share with other Kraftlypreneurs?

People should focus on their photography so that the products pictures depict the actual product and customers get a feel of them.

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