World is ready to embrace Indian handicrafts, and we aim to connect these artefacts with global markets

She is out and out a creative soul, enriched by extensive experience spanning the corporate sphere, academia, and social organizations. With a dual academic background—a Master’s in History and an MBA in Human Resources—she was always poised to create her own unique path. In a bold move, she diverged from the conventional route commonly taken by many Indian women into new motherhood and ventured into entrepreneurship. She founded IndiTemptation, her maiden enterprise.

Driven by her deep-seated love for history, culture, art, and heritage, IndiTemptation transcends mere business. It embodies her steadfast commitment to supporting artisan communities, preserving traditional craftsmanship, and showcasing Indian art on the world stage. She is equally committed to offer better livelihood for artisans and empowering fellow women entrepreneurs and aspiring changemakers.

Speaking to Bizz Buzz, Parna Banerjee Bhaduri, Colorado, US-based entrepreneur, Founder- Director, IndiTemptation, explains why more than just a brand, IndiTemptation is a manifestation of her dream, envisioned with intent and passion. She also explains how this sector is emerging as one of the fastest growing sectors and a significant contributor to the economy

How would you like to describe IndiTemptation?

IndiTemptation.com is a curated haven of handcrafted home décor, wall art, and lifestyle accents that celebrate India’s timeless craftsmanship. Rooted in authenticity and inspired by indigenous artistry, we bring together creations made from quality materials and enduring designs—each piece telling a story of culture, heritage, and the hands that shaped it.

At IndiTemptation, we believe your home should reflect beauty, soul, and individuality. That’s why every product we offer is thoughtfully sourced, lovingly crafted, and meant to enchant your spaces with warmth, elegance, and meaning.

Was it born out of passion only, or was there any sound business thought process behind this?

Let me give you few facts and figures that had been there at the back of my mind before floating this. Going by a recent IMARC Group study, the global handicrafts market was valued at $906.8 billion in 2024 and is expected to grow to $1,942.4 billion by 2033, at a CAGR of nearly 8.83 per cent (2025–2033).

Another study by Grand View Research, expects global handicrafts to reach $983.12 billion by 2030, growing at CAGR of nearly 4.9 per cent between 2025 and 2030. Fortune Business Insights offers yet another forecast: a 10.08 per cent CAGR from 2023–2030 for global handicrafts driven by demand for eco-friendly artisan goods.

When it comes to domestic market growth, the Indian handicraft market was estimated at $4,565 million in 2024, and it is projected to grow to $8,198.5 million by 2033, representing a CAGR of close to 6.39 per cent from 2025 to 2033.

And these marginally varied multiple data points and the strong long-term growth projections can be attributed to rising e-commerce adoption, consumer preference for handcrafted and sustainable goods, and global spending on home décor and lifestyle. And understandably so.

So the birth of IndiTemptation was not without reasons. I had actually recognized a compelling market opportunity born out of fast rising global demand for authentic, handmade décor and the fact that Indian artisans—despite their skill and heritage—are still under-leveraged in global supply chains.

Where does India lack vis-a-vis other countries in this sector?

India has immense talent, but what's missing is visibility and direct access. The world is ready for Indian decor; and our goal is to build that bridge.

Is handcrafted decor just an aesthetic indulgence or something more?

IndiTemptation was founded on a conviction that handcrafted décor is not just an aesthetic indulgence—it is a powerful value proposition, bridging India’s vibrant artisan economy with global markets. The company operates as a sophisticated commercial platform, sourcing artisanal creations and placing them in modern homes and workspaces across the world.

So do you operate as a charity or not-for-profit organisation, like many others operating in this space?

I am glad you asked this. Let me make it absolutely clear that rather than operating as a charity, we envisioned IndiTemptation as a scalable, profitable business that invests in artisan capabilities, ensures fair compensation, and channels the proceeds back to the creators, while also capturing value as a premium platform. It is a vision of global scale and artisan empowerment.

How does your business model differentiate itself from competition?

IndiTemptation's business model differentiates itself through competitive pricing. While many luxury-focused platforms mark up artisanal products by 200-300 per cent, IndiTemptation emphasizes volume and accessibility. Handcrafted beauty should be accessible, not artificially inflated.

The platform sources directly from artisan clusters across India, curating a diverse yet cohesive catalogue, including:

- Dokra from West Bengal and Chhattisgarh

- Madhubani paintings from Bihar

- Chhau masks from Purulia

- Bamboo crafts from Northeast India

- Terracotta and tribal art forms

These offerings are designed to align with global interior trends--ranging from Scandinavian minimalism to Mediterranean organic aesthetics--while reserving India's cultural depth.

IndiTemptation works directly with artisan communities to ensure fair compensation, steady orders, design collaboration, and efficient logistics. By eliminating intermediaries, the platform ensures artisans benefit from real market demand rather than grants or donations.

What does your overall portfolio include?

Our portfolio includes high-value artisan goods suited for home interiors, office décor, and lifestyle gifting. From wooden décor and metal sculptures to textiles, masks, and eco-crafted pieces, our catalog is tailored to premium design-conscious buyers.

We ensure that IndiTemptation is not merely an e-commerce business — it is a cultural commerce enterprise, where each piece (from Dokra casting in East India to Madhubani painting in Bihar or bamboo works from the Northeast) becomes a globally relevant product for interior design, gifting, and décor.

Any idea about how much does this particular sector contribute to the Indian econony, as a whole?

Quite significantly, the sector contributes meaningfully to the Indian economy and some analyses suggest handicrafts contribute roughly Rs 25,000 crore (nearly $ 3 billion) to India’s GDP annually. In FY 24, total handicraft exports from India reached Rs 31,095 crore (nearly $3.8 billion), as per the Export Promotion Council for Handicrafts. That's not all. India’s handicraft sector also employs more than 7 million artisans, making it a substantial creative workforce.