Despite coming from a traditional family, Sudharani Marndi defied expectations by choosing to pursue art instead of a traditional job. She transformed her pastime into “Jhunuk Crafts,” a successful company with both domestic and international orders, transforming her from a part-time artist to an entrepreneur and winning her family’s respect in the process.
In the Srikakulam area of Andhra Pradesh, Sudharani Marndi is sitting in her house on a sweltering afternoon, painstakingly creating her most recent mud mirror Lippan creations. For her, this activity is the lifeblood of a successful company, not just a hobby.
Sudharani was drawn to the vividness of colors and forms at a young age because she was born into a traditional Odisha household that prioritized the security of a government job over artistic pursuits.
As a committed land revenue officer, her father envisioned a safe and stable future for his daughter, one free of paints, brushes, and handcrafted items.
Her father’s practical perspective frequently clashed with her love of art and craft. He was so incensed when Sudharani decided to quit her position as a clinic receptionist.
After earning a scientific degree in 2015, I joined a clinic to fulfill my father’s aspirations. I was also handling orders for my handicrafts at the same time. I couldn’t focus, thus I didn’t enjoy my job at all. I had the impression that I was in two different boats. I was forced to pick one. My heart guided me back to making, which is my actual vocation. In less than a month, I quit my work,” she says.
Converting mockery into rewards
Sudharani’s foray into the realm of handcrafted goods began more than ten years ago, when she was not yet burdened with the obligations of matrimony. She began modestly, making greeting cards, gift boxes, and earrings, each of which reflected her creative vision.
When she began getting little orders from college pals in 2015, she decided to start her own business. This eventually developed into “Jhunuk Crafts,” a fully fledged business.
Sudhrani has never received any official handicraft instruction. She explains, “I would continue to experiment on my own and fail several times before finalizing a product.” “I simply utilize basic materials; I don’t use any fancy tools or materials. I also use cardboard, leftover tetra packs, newspapers, and plastic jars from my kitchen. The video of a birdhouse I once constructed out of a tetra pack had over seven lakh views.
Over time, Sudharni’s elaborate designs, which are composed of eco-friendly and basic materials, have changed. She has broadened her skill set by painstakingly creating more than 100 distinct pieces by hand, each of which demonstrates her inventiveness with basic materials and her deep imagination.
The cost of her items ranges from Rs 20 for a paper bookmark to Rs 1,000 for a picture frame or nameplate. She now makes about Rs 40,000 a month from bulk orders she receives from online markets and physical shows.
From her Srikakulam home, what began as a small business has grown into a flourishing enterprise. She started to gain popularity, selling her handcrafted creations all throughout India and even getting orders from overseas, such as the USA and Japan.
From regional productions to international acclaim
There were obstacles in Sudharani’s path. She had to constantly strike a delicate balance between her personal goals, the demands of her conservative family, and the emotional upheaval at home.
But as she saved hard, learned the ins and outs of business through her education in business administration, and found comfort and support in her husband’s encouragement after marriage, Sudharani got closer to her dream with each piece she sold.
Her house now serves as both her business center and creative haven. She devotes hours every day to her trade while deftly juggling her entrepreneurial endeavors with her domestic duties.
Not only has she achieved financial success, but she has also gained her father’s respect and he now actively supports her business. My father used to view my artistic abilities as a source of embarrassment, but the tides have changed and he now respects me. It used to seem so pointless,” she says.
