Startups often solve problems, but some also revive cultures. Folkstroke stands out by bringing traditional Indian art into everyday use.

Founded by Shambhavi Pandey, the venture emerged from a simple observation. Traditional art was admired but rarely used. Therefore, she set out to redesign how people interact with it.

In 2019, she began working with artisans through a small setup. Later, in 2021, the business formalised as Hasthkala Curators, with Folkstroke as its brand.

Instead of limiting art to galleries, Folkstroke creates functional décor. Its range includes wall pieces, folding tables, trays, coasters, and corporate gifts.

Prices stay accessible, between ₹150 and ₹7,000. As a result, art becomes part of daily life rather than an occasional display.

Moreover, the startup collaborates with over 200 artisans across seven states. Around 48 remain actively engaged, depending on demand.

Notably, more than half are women, many from challenging regions. Art forms such as Gond, Warli, Pichwai, and Kalamkari feature in the designs.

However, the real innovation lies in production. Traditionally, artisans worked in sequence, slowing output.

Folkstroke changed this by enabling parallel work. Different artists handle separate components simultaneously. These parts later come together at the Raipur unit.

Consequently, production time drops by nearly 60 per cent. Additionally, combining multiple art styles in one product creates a unique identity.

Each item supports more than one artisan, increasing income opportunities.

The business model also ensures fair distribution. So far, the company has generated over ₹1.5 crore in revenue.

Importantly, about 37 per cent goes directly to artisans. Their incomes have risen by nearly 30 per cent over time.

Furthermore, Folkstroke sells through major online platforms, retail partners, and exports globally. Support from institutions like IIM Udaipur and IIMA Ventures has strengthened its growth.

Folkstroke proves that tradition and innovation can coexist. By making art functional, the startup builds both market demand and artisan livelihoods.

Image Credit: DeeptyGupta, CC BY-SA 4.0, via Wikimedia Commons

Image Reference: https://commons.wikimedia.org/wiki/File:Indian_Craft_work.JPG