With the rise of modern technology, traditional potters and artisans have struggled to maintain their livelihoods.

Dattatreya Vyas, founder of Swadeshi Blessings, notes, “Their art has been dying, becoming a seasonal practice, which has forced future generations of artisans to seek other employment.”

This family-run business in Rajasthan, officially registered in 2020, produces clay kitchenware and aims to rejuvenate the industry by cutting out middlemen and directly connecting artisans to customers.

Providing year-round jobs to over a hundred artisans, the brand recently won a Rs 50 lakh investment from Namita Thapar and Vineeta Singh on Shark Tank Season 2.

Dattatreya never planned to be an entrepreneur. His path changed during the COVID-19 lockdown when he saw local potters struggling to make ends meet due to a drop in tourism.

With limited resources, the family had to learn everything from scratch using YouTube, from listing products to marketing.

Packaging was a major issue for international shipping, so they also developed an instruction manual to help customers use and maintain their products properly.

Swadeshi Blessings now works with over 120 artisans across Rajasthan and beyond. “Our artisans are our backbone. They are skilled craftsmen, many of whom have been recognised with President’s Awards or UNESCO accolades,” he says.

The artisans, mostly women, handle every production step from sourcing and mixing clay to shaping and finishing each piece. The team ensures that their products are lead-free and safe for use.

They produce a range of clay items like mugs, bowls, wine glasses, cookers, cooking pots, saucepans, tawa (frying pan), kadhai (wok), mud handi (cooking basin), tea light holders and idols.

Artisans produce these products at home, fulfilling orders based on demand. “We then collect the products, perform a quality check, and then pack them up and ship them to our customers,” Dattatreya shares.

Starting with clay utensils, Swadeshi Blessings has expanded to include wooden and marble handicrafts. They offer over 65 cooking utensils, merging traditional artistry with modern style to attract health-conscious buyers worldwide.

He points out that the export market has the highest demand for the company, with sales in 20 countries and cities such as Delhi, Hyderabad, and Bengaluru.

While the company has an annual turnover of Rs 5 crore, Dattatreya emphasises that the true goal is preserving heritage and empowering artisans.