When passion for fashion meets purpose-driven entrepreneurship, remarkable things happen — and Dhaaga Life is living proof. In a recent conversation with The Indian Startup Times, founders Ishita Borda and Bansari Borda shared the inspiring journey of their handcrafted accessories brand that’s weaving threads of sustainability, creativity, and empowerment. From humble beginnings with a single handmade bag to gaining national attention on Shark Tank India, Dhaaga Life is crafting more than just accessories — it’s creating opportunities and transforming lives.
Stitching Together a Dream
The origins of Dhaaga Life trace back to a single, half-moon shaped bag stitched by Usha, Bansari’s mother. It caught the attention of friends and acquaintances, sparking an idea that evolved into a full-fledged brand. The entrepreneurial trio — Bansari, her mother, and Ishita — leveraged their complementary skills: craftsmanship, design, and fashion expertise. After an encouraging response at an exhibition in Bansari’s design college, where they sold over 30 bags, the founders made a facebook page, exhibitied in more pop-ups and officially launched their label. With support from friends Eesha and Karina for branding and identity, they started selling at pop-ups before finally going live online in 2022. Their friend Jimmy Varghese helped them rebrand to Dhaaga Life.
As the brand’s following grew organically, so did the team. Women from the local community began joining, forming the heart and soul of Dhaaga Life’s artisan workforce.
Challenges and Triumphs
One of the most significant early challenges was building and training a team of women artisans — many of whom had no prior experience and faced familial resistance to stepping into the workforce. Ensuring consistent quality in handcrafted products required not only time but patience, especially when working with women with limited formal education. Yet, the team persevered, developing a production process that maintains quality checks at every stage.
Gaining customer trust was another hurdle. As a new brand relying primarily on Instagram, establishing credibility was tough. But authentic storytelling, engaging content, and user-generated feedback slowly but surely carved out a loyal customer base.
Shark Tank and Beyond
Their journey took a major leap when they appeared on Shark Tank India Season 3. Although they didn’t land an investment, the experience was transformative. “We learned so much about our financials and business strategy through the process,” shared Ishita. The sharks provided invaluable advice — from focusing on exports to refining their product mix and tapping into B2B opportunities.
The show’s exposure opened up international recognition and catalyzed innovation within the brand. For instance, customized bag production timelines were slashed from 15 days to just five. A small in-house workshop further streamlined manufacturing, positioning Dhaaga Life for scale.
Women at the Center
The true impact of Dhaaga Life lies in the lives it has touched. Many of their artisans, working from home, are now earning their first independent income – ranging from ₹8,000–₹20,000 per month — while managing household responsibilities. Their confidence has grown, and they’ve become respected contributors in their families.
One artisan saved up to buy her first washing machine and later a scooter. During a period of layoffs in Surat’s diamond industry, Dhaaga Life’s model enabled women to step up as economic pillars in their households. Today, the brand has four in-house artisans and 30+ women working from home.
Sustainable to the Core
Sustainability is woven into every aspect of Dhaaga Life — from sourcing natural jute from Kolkata to using compostable packaging. They even minimize returns to cut down on emissions. Marketing efforts are heavily focused on Instagram, supported by Meta ads and glowing Google reviews (4.8/5). Their customizable embroidery options, available at accessible prices, make them stand out in a crowded market.
Currently present in 17 curated retail stores across India, the brand is eyeing quick commerce platforms like Slikk to expand reach.
Looking Ahead
Bansari and Ishita have a full plate of action items lined up. From launching their rose-inspired collection featuring baguette and bucket bags, to preparing a summer line with vibrant wallets and backpacks, the brand is keeping its design game strong. In a world where individuality and self-expression are celebrated more than ever, we aspire to make customization synonymous with our brand. Bansari is also actively exploring B2B and export opportunities, while Ishita continues to upskill artisans and build collaborations with like-minded sustainable brands.
-The Interview was conducted & edited by Sandhya Bharti, Deputy Editor, The Indian Startup Times
