In a world where the allure of artisanal craftsmanship often gets lost amidst mass production, B.E.A.D.S. emerges as a luminous beacon of authenticity and innovation. Founded by Sandeep Hota, B.E.A.D.S. masterfully intertwines the rich cultural heritage of Odisha with modern design sensibilities and sustainable practices. What began as a heartfelt passion project has evolved into a premium craft brand celebrated for its handcrafted ceramics, jewellery, and home decor. In this exclusive interview with R. Chandra, Sandeep Hota delves into the inspiration behind B.E.A.D.S., the brand’s future ambitions, and his personal insights as a visionary entrepreneur.
R. Chandra: It’s fascinating how B.E.A.D.S. combines tradition with modern design. How do you ensure the uniqueness and quality of each product?
Sandeep Hota: The uniqueness of our products stems from our meticulous conceptualization process. We draw deeply from the rich tapestry of Odisha’s diverse crafts and cultural narratives. Our creative “matrix” interlaces traditional crafts with Odisha’s stories, including its flora, fauna, and tribal traditions. Editions like the Parijat and Ember reflect this approach, marrying ancient techniques with modern aesthetics.
Every piece undergoes extensive research, prototyping, and review, especially with our design mentor, Jagannath Panda. This rigorous process ensures that each product not only stands out visually but also embodies the spirit of Odisha’s heritage. Our commitment to quality is evident in our craftsmanship and the detailed, hands-on nature of our production.
R. Chandra: B.E.A.D.S. offers a range of handicraft jewellery. How do you differentiate it from other jewellery brands in the market?
Sandeep Hota: Jewelry is a key component of our offerings, and we knew we needed to carve out a unique niche. By exploring stoneware jewellery, we’ve created a distinctive space in the market. While stoneware lacks the traditional value of precious metals, we’ve crafted pieces that are artistic and unique.
We also collaborate with silver filigree artisans from Cuttack, infusing traditional techniques with contemporary design. This fusion creates jewellery that not only tells a story but also showcases Odisha’s intricate craftsmanship.
R. Chandra: Sustainability is a big buzzword today. How does B.E.A.D.S. incorporate sustainability into its production process?
Sandeep Hota: Sustainability is central to our philosophy at B.E.A.D.S. We use electric kilns for firing our handcrafted products, which significantly reduces our carbon footprint. Our designs often incorporate natural materials like leaves and flowers, and our packaging consists of hand-carved wooden boxes, ensuring an eco-friendly approach throughout our process.
Sustainability for us is not just about materials; it’s about our entire production process. We strive to create products that honour nature and craft while minimizing environmental impact.
R. Chandra: B.E.A.D.S. has built a reputation as a premium brand. Who is your target audience, and how do you engage with them?
Sandeep Hota: Our target audience includes individuals who value artistry and craftsmanship—typically upper-middle-class consumers who appreciate handcrafted, unique products. Our aim is to forge an emotional connection with our customers, offering items that enhance their lives and become cherished possessions.
Our marketing strategy emphasizes storytelling through digital channels, educating customers about the cultural significance of our products. We also engage with interior designers for large-scale projects and corporate gifting, broadening our reach.
R. Chandra: Speaking of future plans, what’s next for B.E.A.D.S.? Are there any upcoming collections or collaborations you’re excited about?
Sandeep Hota: We have exciting plans ahead. We’re building a new bigger studio in Bhubaneswar, which will offer pottery and craft-making classes. On September 6th, we successfully concluded the first edition of our years-long program, The Odisha Craft Odyssey (OCO), dedicated to exploring and documenting Odisha’s craft clusters.
On the retail front, we plan to open our first space in Delhi by the end of the fiscal year and are eyeing expansion into Dubai and Abu Dhabi. Additionally, we’re launching a new lighting collection this festive season, combining ceramics with sabai grass from Odisha. Our future endeavours involve scaling up, collaborating with more artisans, and exploring other traditional crafts like wood and metal.
R. Chandra: As an entrepreneur, what has been the most rewarding aspect of building B.E.A.D.S.?
Sandeep Hota: The journey itself has been the most rewarding aspect—transforming an idea into a tangible reality through optimism and determination. One crucial lesson I’ve learned is the importance of a strong, supportive team. I’ve been fortunate to have a team that shares our vision and drives our success.
The true reward is seeing how our efforts preserve and promote Odisha’s cultural heritage, creating a brand that makes a meaningful impact. Success and recognition follow when you have a dedicated team and a clear vision.
R. Chandra: Balancing business and personal life is always a challenge. How do you manage that balance?
Sandeep Hota: My personal and business lives are intertwined, which is manageable because of my passion for what I do. Before starting B.E.A.D.S., I took a year off to travel, which prepared me mentally for the challenges ahead.
When you’re doing something you love, the balance becomes more natural. I prioritize health by maintaining a disciplined routine, exercising, and eating well. Effective time management helps me focus on work while also taking care of myself. Discipline in both work and life is key.
Sandeep Hota’s journey with B.E.A.D.S. exemplifies the power of passion, perseverance, and a profound connection to one’s heritage. By blending traditional Odisha crafts with contemporary design and a commitment to sustainability, B.E.A.D.S. is not only creating distinctive products but also preserving a rich cultural legacy. With plans for domestic and international expansion, and exciting new collections on the horizon, B.E.A.D.S. is poised to become a significant player in the global craft market. Through this venture, Sandeep continues to inspire artisans and customers alike, showcasing the timeless beauty of Odisha’s craftsmanship.
