Vision

“Making Lives and Homes”

“To become the global voice of the Indian artisans by mapping the complete range of Indian heritage products on one platform”

Mission

“To upskill the local Indian artisans to create world-class products representing the Indian heritage and culture”

Values

Sustainability

Authenticity

Quality

Innovation

Customer Satisfaction

Building Communities

Anju was born and raised in a lower middle-class family in Akhnoor, a small town in one of the country’s conflict zones, Jammu and Kashmir. Apart from experiencing many difficulties, she also got close to nature and developed an interest in natural and indigenous products. The region’s rich art and cultural heritage always fascinated her. She was that small-town girl with big dreams who wanted to do something different, exciting, and adventurous in life. Life gave her that opportunity while she was graduating from University of Jammu, when she on the persuasion of a friend, applied for the Indian Army.                                                     

Leading the life of an officer in the greatest institution of India – “The Indian Army”

Coming from the rural belt and donning the prestigious army uniform with sparkling stars on the shoulder was not only a matter of pride for her but an inspiration to the people in her village, especially to the women of her region for whom it seemed impossible to believe that a girl from a small rural area with no facilities could achieve it.

                                                                       

Induction into the Army was only the first difficult step, the process of becoming an Officer had its own set of challenges. She went through a rigorous training regimen which tested her and made her stronger physically, mentally, emotionally, and psychologically. As an Army officer, she was posted in different states/stations every two years which gave her an opportunity to serve in some of the extreme regions of the country namely Tawang, Tenga in the north-eastern

                                                                                                                           

state of Arunachal Pradesh, areas of Assam like Guwahati, Shillong, areas of West Bengal, near the borders of Bhutan and in the western States like Punjab and Rajasthan, in the conflict zones of the northern regions like Jammu and Kashmir, Punjab among others. She personally believes that travelling adds to your knowledge and gives diversity to your thoughts and perceptions. She loves to travel, meet locals, explore new geographies, learn the culture and traditions and of course, relish the local cuisine. Even when off-duty, she would travel all around the country as it grew to be her hobby. With her intense travel across the interiors of India, she experienced the immense diversity of our country – geographically, traditionally and culturally.