Jaipur | Rajshree Upadhyaya | When four women from the small village of Kosamba in Gujarat decided to create something of their own, they could hardly have imagined that their handmade creations would one day captivate investors on Shark Tank India. Taasha Craft, founded by Anjali Wadiwala along with Anjali Tandel, Khushbu Tandel, and Ankita Tandel, traces its origins to the Covid-19 lockdown period when the founders began experimenting with traditional crafts and selling their creations online. What started as a modest Instagram-led venture gradually evolved into a fast-growing lifestyle brand that celebrates Indian craftsmanship while creating employment opportunities for women in rural Gujarat.
The founders, whose husbands work in the merchant navy, were determined to build independent careers of their own. They turned to their passion for traditional artistry and began designing handcrafted bangles, customised jewellery, and traditional handcrafted accessories that combined heritage with contemporary fashion. Their creations, particularly those featuring cotton thread work and personalised designs, quickly found favour among customers looking for unique accessories that stood apart from mass-produced products. Over time, Taasha Craft expanded its portfolio to more than 500 designs while staying true to its roots in handmade craftsmanship.
The breakthrough moment arrived in 2022 when the brand’s Navratri collection went viral on social media. Suddenly, Taasha Craft was no longer a local business but an emerging national brand. The founders relied heavily on organic marketing and community engagement, allowing them to scale without spending aggressively on customer acquisition. Their workshop ecosystem also expanded, and the company grew into an organisation supporting around 120 women artisans, turning the venture into a symbol of women-led entrepreneurship and social impact.
By the time the founders entered Shark Tank India Season 5, Taasha Craft had already established itself as a profitable and rapidly growing business. The entrepreneurs sought Rs. 75 lakh in exchange for 5 percent equity, valuing the company at Rs. 15 crore. During the pitch, they shared impressive financial numbers. Net sales had grown from Rs. 69 lakh in FY23 to Rs. 1.15 crore in FY24 and further to Rs. 2.25 crore in FY25. They also projected revenues of Rs. 4.2 crore to Rs. 4.5 crore for FY26. The sharks were particularly impressed by the founders’ clarity, the brand’s near-zero customer acquisition cost, and its ability to scale while remaining profitable.
The discussion on the show took an interesting turn when Anupam Mittal and Kanika Tekriwal advised the founders against taking outside investment, arguing that the business was already growing well on its own. However, Aman Gupta saw immense potential in building a recognisable bangle brand and joined hands with Namita Thapar to make an offer. After negotiations, Taasha Craft secured Rs. 75 lakh for 5 percent equity along with a 1 percent royalty on net sales until the investment amount was recovered, allowing the founders to retain their original Rs. 15 crore valuation.
As of 2026, Taasha Craft is operational and continues to expand its presence across online marketplaces and direct sales channels. The company remains focused on its core offerings of handcrafted bangles, customisable jewellery, and traditional fashion accessories, while empowering women artisans through sustainable employment. From a lockdown hobby in a Gujarat village to a nationally recognised handcrafted brand, Taasha Craft’s journey stands as a testament to how passion, community, and entrepreneurship can transform traditional art into a modern success story.
