Gullakaari: Engineer Quits Tech Job to Revive Dying Indian Crafts, Builds Rs 50 Lakh Business in 2 Years

Mohammed Abdul Hakeem, a 57-year-old artisan from Telangana, always loved practising Nirmal painting but often wondered, “What does the future hold for this art form? Will anyone appreciate it enough to keep it alive?”

For years, Hakeem worked as a piece-rate artisan, creating exquisite wood-based paintings. Yet, with traditional crafts losing ground in today’s fast-paced world, he felt stuck in a cycle of uncertainty and underappreciation.

Everything changed when he met Sushmita Kaneri, a software engineer turned entrepreneur dedicated to reviving endangered crafts and uplifting artisans like Hakeem.

Born and raised in Pune, Maharashtra, Sushmita was instilled with values of hard work and kindness by her parents. Although she earned a software engineering degree from Vishwakarma Institute of Technology (VIT), Pune, and had a promising career ahead, her passion for social impact was kindled early on.

As a school student, Sushmita organised a crowdfunding drive to support an orphanage, an experience that sparked her lifelong commitment to social entrepreneurship. Instead of pursuing a conventional tech career, in 2021 she launched Gullak, a crowdfunding platform aimed at making donations more transparent and impactful. But she soon realised that donations alone weren’t enough — sustainable livelihoods were the key.

Her journey led her to Telangana, where she discovered artisans practising the intricate Nirmal craft. She witnessed their dedication but also their disillusionment, as many feared their children wouldn’t carry on the tradition. This encounter galvanised her mission: to preserve India’s endangered crafts by empowering the artisans economically.

In 2023, she founded Gullakaar — a platform connecting artisans with customers, raising awareness about endangered arts like Warli, Patachitra, Gond, and Tholu Bommalata, while ensuring artisans receive fair income.

Sushmita uses technology thoughtfully, blending innovation with tradition without compromising authenticity. For instance, Tholu Bommalata artisans now create lampshades featuring 3D-printed corporate logos, merging heritage with modern appeal. The platform also integrates QR codes for storytelling in Kavad art from Rajasthan, and plans to use augmented reality to help customers visualise products before purchase.

Bypassing middlemen, Gullakaari has enabled over 1,000 artisans across India to earn sustainably by crafting functional, beautifully packaged products—from candles and coasters to diaries and tote bags.

Hakeem says, “Before Gullakaari, we were underpaid and unseen. Now, our art reaches lovers and corporations nationwide, and we’re recognised with pride.”

Savita Jadhav, a 32-year-old from Maharashtra’s Katkari tribal community, echoes this hope: “With training from Gullakaari, I learned candle making and sustainable packaging. Even a steady monthly income of Rs 3,000 to Rs 4,000 means stability and a future my children can believe in.”

Despite initial family concerns, Sushmita’s parents now proudly support her work. Her father reflects, “Seeing her dedication and the difference she makes has filled us with pride.”

Today, Gullakaari is preserving 13 endangered Indian crafts and partnering with corporates for bulk gifting and artisan workshops. In 2024 alone, they sold over 4,000 handcrafted pieces, generating Rs 50 lakh in artisan revenue.

Sushmita’s vision remains clear: create sustainable livelihoods, preserve India’s rich cultural heritage, and connect traditional crafts with a global audience, ensuring these art forms thrive for generations to come.