Business Remedies | Rajshree Upadhyaya | August 08,2025 | In Kota, Rajasthan, a mother-daughter duo transformed their personal experience into a brand that blends design, sustainability, and social impact. Founded by Meenakshi and Aishwarya Jhawar, Ekatra began as a mission to empower homemakers with untapped skills and limited economic opportunities. While working on her design thesis at the Srishti Institute in Bengaluru, Aishwarya encountered women artisans whose work was confined within their homes – offering them neither recognition nor income.
Recognizing similar potential in her own mother, she envisioned a platform that could convert such talents into sustainable livelihoods. Ekatra’s journey began in 2019 when Aishwarya started selling handcrafted journals at small pop-up stores. A major breakthrough came in 2020 with a large order from Fabindia, encouraging the duo to collaborate with local homemakers in Kota. By 2021, they were running the venture full-time, and by 2022, Ekatra had become a registered private limited company. From the outset, the brand positioned itself as a producer of sustainable, handcrafted stationery and lifestyle products made from upcycled fabrics and eco-friendly materials like bamboo paper, banana leaf paper, and azo-free organic cotton. Waste fabrics were turned into tags, cards, and notecards, ensuring minimal waste. The product range included journals, tote bags, desk accessories, curated hampers, affirmation cards, and pouches.
Recognizing the Power of Social Impact
The production model was built around the “Second Life Project,” which trained women in sewing and weaving while recycling over 75,000 meters of fabric. By the time Ekatra appeared on Shark Tank India, more than 32 homemakers had been trained, with women comprising over 80% of the workforce. In their pitch during Season 2, Episode 17, Meenakshi and Aishwarya asked for Rs. 40 lakhs in exchange for 10% equity, valuing the brand at Rs. 4 crores. While some sharks appreciated the mission but hesitated over scalability, Lenskart’s Peyush Bansal and CarDekho’s Amit Jain recognized the brand’s potential to combine a viable business model with social impact.
At the time of the pitch, Ekatra’s revenue had grown from just Rs. 90,000 in FY 2019-20 to Rs. 9 lakhs in FY 2020-21, and Rs. 10.4 lakhs in Q1 of FY 2021-22, with Rs. 5.4 lakhs earned in August alone. Sales were 65% online and 35% offline, spread across 19 online marketplaces, their own website, and over 20 retail stores. The gross margin stood at around 80%, and net profit at approximately 27%, with a team of 23 women artisans.
Website Traffic and Sales Increased Tenfold
Their appearance on Shark Tank became a turning point. Within weeks of the episode’s broadcast, traffic and sales on Ekatra’s website increased tenfold, and the number of artisans doubled to over 50 women. Corporate orders began coming in from companies like Google, Airbnb, BigBasket, and the Reserve Bank of India, and the brand started working on a luxury line featured on Amit Jain’s social media. In 2023, Ekatra showcased its products internationally in Dubai, further expanding its market presence.
Featured in Forbes Among Women Entrepreneurs
Recognition followed swiftly. Ekatra received an MSME Excellence Award for Sustainability, was listed among BW 30 Under 30 Young Entrepreneurs, and Aishwarya was featured in Forbes under the Women Entrepreneurs category. Customers and collaborators praised the brand for its thoughtful design, product quality, and commitment to empowering women while reducing textile waste. Stories emerged of women who once struggled to earn now making Rs. 18,000-Rs. 20,000 per month working with Ekatra, transforming not just their financial situation but also their independence and self-confidence.
From a Brand to a Movement with a Growing Network of Empowered Artisans
Today, Ekatra stands as a reminder that purpose-driven entrepreneurship can be both profitable and socially transformative. What started with a few handcrafted journals sold at pop-ups has evolved into a nationally recognized retail presence, global exhibitions, and a growing network of empowered artisans. The Shark Tank deal was more than just an investment – it was a validation that beauty, sustainability, and impact can coexist in business. For Meenakshi and Aishwarya Jhawar, Ekatra is not just a brand, but a movement – one that proves success can be measured not only by profits but by lives transformed.
Written & Edited By:
Rajshree Upadhyaya
