Page 42 - Volume5, Issue 3, May-August 2024
P. 42
IIMV FIELD
Startup Stories
Story 1: Gulab Tribe
Founder Name: Shilpa Dantu
Program: Social Impactpreneurs Program
Making toys is no child’s play, shares Shilpa Dantu,
Founder of Gulab Tribe.
Shilpa Dantu, one of the incubatees of the IIMV observed that none of them are encouraging their
FIELD’s Social Impractpreneur Program, has children to carry forward their profession.
carved a 16-year legacy in Visakhapatnam Alarmed by the looming extinction of this art form,
with her media magazine/portal and advertising Shilpa was determined to revive it. She noticed
agency. Yet, propelled by an unrelenting desire artisans resorting to chemical colours due to
for greater impact, she aspired to establish a low demand for natural dyes. Additionally, she
purpose-driven business with the scope for observed outdated designs that needed attention.
exponential growth. Fuelled by her passion Shilpa assured artisans of steady work and
for Indian handlooms and handicrafts, Shilpa encouraged them to start using natural dyes again.
explored opportunities. Her participation in the Despite coming from a non-design background,
2019 Las Vegas Summer Market revealed a she plunged into action to re-invent the designs to
surprising demand for toys, sparking her interest give them a contemporary flair and appeal to the
in the toy market. new-age kids and parents. Shilpa embarked on
The COVID-19 pandemic in 2020 brought a lot a dual mission: to uplift struggling artisans while
of uncertainty to her ongoing business and gave providing safe play options for children. As a result,
her some time to contemplate and research the the Gulab Tribe was established in 2021. Their
toy market. As a mother, she prioritised mindful toys, designed to enhance cognitive development
parenting by opting for non-plastic toys and in toddlers, address areas such as fine motor
making sure that her two-year-old daughter skills, movement, colour recognition, imagination,
had no screen time. This ignited Shilpa’s passion pretend play, and learning.
for creating eco-friendly and child-safe toys. To gauge market acceptance, Shilpa showcased her
To pursue her mission, she chose Etikoppaka, products in national and international exhibitions,
the renowned GI-tagged wooden lacquer toy- expanding the range based on positive feedback.
making village near Visakhapatnam, Andhra Today, Gulab Tribe offers 40 products, available
Pradesh. Etikoppaka, known for its 400-year-old in 17 physical stores, across 9 Indian cities, and is
indigenous art form, uses soft wood from ‘ankudu’ present on 10 online platforms. Gulab Tribe’s unit
trees and natural dyes derived from seeds, has transitioned from working with a single master
lacquer, bark, roots, and leaves. Shilpa visited craftsman to employing four semi-skilled artisans.
the village and spoke with the craftspeople to A second unit, with over 150 women artisans and
learn about the current situation. Despite its rich an award-winning master craftsman, has also
heritage, Etikoppaka faced tough competition been onboarded. The Government of India has
from cheap, mass-produced toys. She had also now certified Gulab Tribe as a One District, One
39 VOL.5/ ISSUE 3, MAY-AUGUST 2024
