“It was from New Zealand that we received our first international order. I was on top of the world. And that’s when I knew this was a superb idea,” says RanodeepSaha, co-founder of Kolkata-based handicrafts start-up Rare Planet. “Now we ship our products all over the world. It gives me so much joy when customers call us up and tell us how much they loved the products from Rare Planet.”
The startup recently launched its newest stores at Kolkata, Bangalore, Goa, and Varanasi airports. These locations were chosen to keep in mind the immense interest foreign tourists have shown towards the products. “We wish to see our products with that Made in India tag in every nook and corner of the world. Indian crafts have that potential, why not tap it!,” says Ranodeep.
In 2020, when the pandemic hit across India, artisans were among the worst hit. Rare Planet was quick to ensure business continuity by getting down to make masks and selling them through online channels.
Rare Planet not only survived but also thrived during the ongoing pandemic.
It was in 2020 that it received fresh funding from two new investor hubs. While the pandemic situation in India continues to remain critical, the international market has been very resilient. The western market has been unlocking and is gradually on its way to normalcy, hence Rare Planet is seeing decent uptake for its products through Amazon.com.
Rare Planet is now valued at over 100 crores. Despite the drop in sales within India, the US market has been responding well. Parallelly, the fast-growing start-up is doing a lot for the artisan community that creates the products. From low-interest loans to Covid related assistance, they have gone the extra mile to take care of the workers and their families.
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Last year, for instance, instead of handing out bonuses, Rare Planet got the homes of the artisans painted free of cost. This was an innovative way to recognize and reward the people who weave magic into the products and serve as the foundation on which the brand finds its feet.
This is a new breed of social entrepreneurs who chase not only profit but care about the people and the planet too. During the first half of 2019, VijayaKumarThalanki Rajagopal came in as co-founder alongside Ranodeep, and now the two of them have huge plans going ahead. Covid was only a momentary pause, they feel, and that India has huge untapped potential.
They have recently launched several campaigns including #HarGharDurga and “Desh ka Kulhad” to spread awareness about the work of local artisans. The “Desh ka Kulhad” campaign was executed in partnership with Tata Tea.
With an ever-increasing awareness of Indian crafts and artisans, in India and internationally, Rare Planet now looks forward to tapping into the indigenous handicrafts of several other states as well.
With a social mission at its very center, Rare Planet is a socially responsible start-up, looking at more inclusive and sustainable expansion.