Pradeep Krishnakumar and Disha Singh Championing Indian Handicrafts Through Zouk

In a world rapidly modernizing, the preservation of traditional crafts and the empowerment of local artisans are values that shine through the story of Pradeep Krishnakumar and Disha Singh, the founders of Zouk. Their journey began in 2015 during a college trip to Kutch, Gujarat when they encountered beautifully handcrafted products by folk women left without buyers. Determined to change this perspective, they embarked on a mission to showcase the beauty and versatility of Indian artistry while creating economic opportunities for artisans.

Inspired by the vibrant and energetic dance form, the literal meaning of “Zouk,” and a modification of “Souk,” meaning a bazaar, the couple launched Zouk in 2016. What began in a small factory in Thane, Mumbai, with the production of just 20 laptop bags, has now evolved into a brand that offers a diverse range of products, from bags and footwear to wallets and accessories. Central to Pradeep and Disha’s vision is the promotion of India’s rich heritage and the support of local artisans. They view Zouk as a platform to connect the world with India’s craftsmanship. In a country where handicrafts are a significant sector, employing over seven million people, of which 56 percent are women, Zouk plays a crucial role. The brand employs over 600 artisans across India, collaborating directly with them to preserve traditional techniques and provide fair wages, safe working conditions, and access to a broader market.

Focusing on Authenticity and Quality:

In a market filled with brands promoting handicrafts, Zouk sets itself apart through its emphasis on authenticity and quality. Pradeep and Disha prioritize contemporary designs that blend traditional aesthetics with modern sensibilities, appealing to customers seeking a fusion of heritage and style. Additionally, they take pride in delivering a seamless shopping experience, whether online or offline.

Zouk’s commitment to innovation is evident in its product offerings. The brand began with bags, expanded to wallets, sling bags, and eventually footwear. Notably, Zouk is also known for its dedication to sustainability. All of its products are 100 percent vegan, utilizing only faux or artificial leather. The manufacturing process involves sourcing fabric handcrafted from multiple Indian villages, including Gujarat, Karnataka, Maharashtra, UP, and Tamil Nadu, and producing it at a facility in Mumbai’s Dharavi.

A Multi-Pronged Approach:

While Zouk has been a successful e-commerce direct-to-consumer (D2C) brand, it is now taking a multi-pronged approach to expand further. The opening of its first flagship store in Navi Mumbai marks a foray into the offline retail space. This move allows the brand to provide a tactile and immersive experience to customers, a crucial element in a diverse and growing market like India. Zouk also collaborates with select retail partners such as Ajio, Amazon, and Myntra, and participates in exhibitions and pop-up events to widen its customer base.

Zouk’s aggressive expansion plans received a significant boost in March 2023 when it raised $3 million in a Series A funding round led by Stellaris Venture Partners. With a total investment of $4.68 million to date, the brand is poised for rapid growth. Rahul Chowdhri, partner at Stellaris Venture Partners, lauds Zouk for building a distinct identity through its India-inspired products and on-brand social media content. The brand has already seen a 16x growth compared to pre-Covid levels, serving 400,000 customers nationwide. Despite their significant progress, Pradeep Krishnakumar and Disha Singh are focused on further streamlining their supply chain, investing in artisan skill development, enhancing customer engagement, and exploring opportunities in Tier II and III cities. They also have their eyes set on international markets, aiming to share the beauty of Indian craftsmanship with a global audience and provide artisans with global-scale opportunities.

In conclusion, Pradeep Krishnakumar and Disha Singh exemplify how entrepreneurship can be a powerful force for preserving tradition, empowering artisans, and promoting Indian heritage. Through Zouk, they are not only crafting high-quality products but also weaving a tapestry that connects India’s artistic legacy with the world.