Sustainable
Lifestyle and Stationery
Season 2 Episode 17
| Brand | Ekatra |
| Company Name | Ekatra Collective Pvt. Ltd. |
| Founders | Minakshi Jhawar, Aishwarya Jhawar |
| Original Ask | 40 lakhs for 10% equity at the valuation of Rs. 4 crores |
| Deal | 20 lakhs for 20% equity at the valuation of Rs. 1 crore and 20 lakhs debt |
About the Product
Ekatra’s standout products encompass a range of best-sellers, including premium linen tote bags, sustainable handmade laptop covers, cotton travel pouches, and pen case organizers. Each of these items is a testament to Ekatra’s commitment to sustainability, featuring intricate designs meticulously crafted by a team of skilled women. The use of cotton adds a touch of comfort, while the inherent “feel-good factor” permeates every product.
Beyond these best-sellers, Ekatra offers a diverse catalog spanning calendars, desk pads, cards, sketchpads, home decor, curated hampers, and corporate gifting solutions. Each item in their collection is a fusion of thoughtful design and sustainability, catering to a wide array of tastes and needs. In addition to these offerings, Ekatra has ventured into well-being products, including affirmation cards, word of the day sets, balance journals, and self-reflection pads. These products are designed to contribute not only to physical spaces but also to the overall well-being of individuals, promoting positivity and mindfulness.
Ekatra’s product line is a harmonious blend of sustainability, intricate design, and a commitment to empowering women artisans. Whether it’s a premium tote bag or a self-reflection pad, each item is a reflection of Ekatra’s dedication to creating products that make a positive impact.The products are available on their website & online marketplaces.
Founders & their story
- Minakshi Jhawar
- Aishwarya Jhawar
Ekatra stands as a beacon for female empowerment. Hailing from Kota, Rajasthan, the founders embarked on a mission to redefine the roles imposed on women — transcending beyond the conventional paths of studying, getting married, and excelling as a wife and mother. Their vision is to empower women to realize their intrinsic worth.
This sustainable brand crafts artesian stationery and lifestyle products, making handmade elegance affordable. Ekatra’s offerings grace both online marketplaces and their dedicated website. Collaborating with over 20 retail stores nationwide, including renowned names like Fab India, the brand has made significant strides in just 1.5 years of business.
A staggering 80% of Indian women lack a stable income, prompting Ekatra to carve a unique niche. Every product bearing the Ekatra name is handmade by skilled women artisans. The term “Ekatra” from Sanskrit, meaning a collection of thoughts, memories, and people, perfectly encapsulates their mission.
The genesis of Ekatra dates back to Aishwarya’s college years, where her background as an urban planner intersected with the untapped potential within communities. Recognizing the abundance of time and talent, Ekatra was conceived to provide a platform for these women. A turning point came when a conference order for 1000 journals propelled them into the limelight, catching the attention of esteemed brands like Fab India.
Ekatra’s differentiation lies not just in its products but in the feel-good factor it exudes. The brand thrives on word-of-mouth marketing, creating a ripple effect of positivity. With a current team of 23 women, they envision expanding to 40 in the coming year, solidifying their presence as an omnipresent brand. The roadmap includes venturing into exports, tapping into the vast market for handmade products abroad, fostering more collaborations with stores, and ultimately establishing unwavering customer loyalty. Ekatra is not just a brand; it’s a movement, shaping a future where every woman recognizes her worth and potential.
About the company:
Ekatra is dedicated to crafting elevated, thoughtfully designed products that inspire individuals to realize their potential and lead happier, more fulfilling lives. The brand’s offerings embody warmth, calmness, sustainability, and nostalgia, serving as tools to connect homes.
Founded by a mother-daughter duo, Ekatra is a female-led brand committed to being a catalyst for change in the lives of its artisans. The team works diligently every day to ensure financial independence and skill development for its members through upcycling, recycling, and other creative processes. Guided by the pillars of women empowerment, sustainability, and intentional design and creation, Ekatra’s collection of sustainable paper goods serves as a medium to connect individuals with their true selves, their communities, and the natural environment. Each product is a testament to the interconnectedness fostered within the artisanal community.
Ekatra has gained recognition with features on Humans of Bombay and the publication of audio books and newsletters. The brand continues to strive for a purpose-driven existence, promoting meaningful living through its products and ethos.
Revenue:
The sales trajectory for Ekatra reflects impressive growth: FY 19-20 recorded 90k, followed by a substantial jump to 9 lakhs in FY 20-21. By June 2022, monthly sales peaked at 10.5 lakhs, maintaining a robust performance in FY 2022 Q1 at 10.4 lakhs. The most recent month saw sales at 5.4 lakhs, with a distribution of 65% online and 35% offline.
Notably, Ekatra boasts a commendable net margin of 27%, a testament to their financial sustainability. Monthly marketing spends, primarily on Amazon ads, range from 10-15k, contributing to last month’s Amazon sales of 75k. The brand’s best-selling product on Amazon holds a stellar rating of 4.5. Diversification is evident in Ekatra’s sales channels, with 20% of sales originating from their own website. This multi-channel approach underscores the brand’s adaptability and strategic market presence. As Ekatra continues its upward trajectory, the focus remains on maintaining a strong online presence, strategic marketing investments, and delivering quality products to its expanding customer base.
Founders’ Ask
40 lakhs for 10% equity at the valuation of Rs. 4 crores.
Offers:
- Amit and Piyush’s offer: 20 lakhs for 20% equity at the valuation of Rs. 1 crore and 20 lakhs debt.
Final Deal
- 20 lakhs for 20% equity at the valuation of Rs. 1 crore and 20 lakhs debt.
