In a world inundated with mass-produced commodities and rapid consumer turnover, the allure of meticulously handcrafted products resonates deeply. Crafted with care, driven by passion, and underpinned by a profound commitment to create positive change, such items tell stories that echo through time.
Empowering Artisans, Enriching Lives: Ashnam’s Inspiring Journey to Make in India
At the helm of this narrative stands Ashnam, an exceptional brand that shines amidst a sea of unstructured and small-scale units in India. Founded and led by Manoj Sharma, Ashnam has carved a unique niche as the country’s premier manufacturer of decorative artifacts fashioned from Polyresin. However, Ashnam’s story isn’t just about producing visually captivating pieces that grace homes across India; it’s an unfolding saga of determination, resilience, and the unwavering mission to uplift local artisans.
From Modest Beginnings to Empowering Craftsmen
Ashnam embarked on its journey in 2012 with a modest team of 20 individuals in Vasai, Maharashtra. The founder’s visionary ideals and astute marketing prowess propelled the brand to swiftly become a favored supplier to high-profile clients and corporate giants. Following some unforeseen challenges, a compact 800 sq. ft. manufacturing facility emerged in Vasai. As the business thrived, this facility burgeoned into a sprawling 7000 sq. ft. workspace by 2019, transforming the lives of numerous artisans and skilled workers.
Resilience Through Adversity
Like countless other enterprises, Ashnam faced the brunt of the pandemic in 2020. However, an even more profound blow was the loss of Mona Sanghvi to COVID-19 in April 2021. Manoj Sharma, undeterred, recommenced operations with renewed zeal and tireless endeavor. The subsequent meteoric rise of Ashnam’s fortunes, now employing over 200 individuals across four manufacturing units spanning 40,000 sq. ft. in Vasai, epitomizes the potency of human determination and a shared vision.
Empowering Artisans and Promoting Gender Equality
At its core, Ashnam champions employee welfare, equitable wages, and gender empowerment. The brand offers higher daily wages (ranging from 430 to 450 rupees) compared to the industry average of 340 to 360 rupees. Unique in its approach, Ashnam grants fixed Sunday offs and a paid annual leave of 21 days for all its employees. With women constituting 60% to 65% of its workforce, Ashnam leads by example in promoting gender inclusivity and empowerment. Moreover, the brand extends opportunities to those from disadvantaged backgrounds, enabling them to secure dignified incomes and elevate their quality of life. Despite a 10% attrition rate among new hires, Ashnam remains steadfast in its commitment to training and has already upskilled over 1000+ laborers, leaving a positive imprint on their lives.
Transforming the Home Décor Landscape
Ashnam’s influence transcends the creation of captivating Polyresin artifacts; it seeks to revolutionize the unorganized artifact manufacturing sector in India. With a diverse catalog boasting over 260 unique products and more than 2700 SKUs spanning prices from 599 rupees to 1 lakh rupees, Ashnam’s presence resonates profoundly. It serves as a white-label manufacturer for prominent brands such as Home Center, Shoppers’ Stop, and Hometown, while also retailing through its brand, Siddharas.
Future Aspirations
Ashnam’s acquisition of the B2C brand Tansha Quo speaks volumes of its expansion strategy. The brand’s ambitious goal is to establish itself as a market-leading publicly traded entity, solidifying its role as a transformative force in India’s home décor industry.
In Conclusion
Ashnam’s journey is a testament to the unwavering commitment of its founder, Manoj Sharma, to the ‘Make in India’ ethos. Their products stand as a testament to sustainability and a driving force behind the betterment of local artisans’ lives. Overcoming early obstacles with determination and purpose, Ashnam serves as a beacon, illuminating the potential that passionate, purpose-driven, and consistent efforts hold.
