Collective Learning: Crafted Vol. 5
How do you run a business from three different states while partnering with gifted artisans in India? Madhav Mehrotra, founder of THE COLLECTIVE, breaks it down.
1. Obstacles are opportunities.
We launched in December 2019, just before the world shut down. The timing was tough, but in some ways, the pause gave us time to re-evaluate, refocus, and build something more meaningful. We’ve been bouncing back ever since, stronger and more intentional with each step.
2. Stay close to the source.
Our company is registered in New Jersey. Our design and merchandising partners are in California; we warehouse our goods in Nevada. That said, I personally spend most of my time in India, working closely with the artisans who bring our products to life.
3. And work with the best.
I was born in Moradabad, a small town in India known for its craftsmanship. My father has produced goods for top American retailers like Pottery Barn, Crate & Barrel, and West Elm. Growing up around artisans and seeing their work firsthand sparked a deep respect and admiration in me. I always knew I wanted to promote this incredible talent on a global platform.
4. Go the extra mile.
Go the extra mile. My fascination with craftsmanship has taken me across the country beyond my hometown (where artisans are masters of metal and wood) to places like Firozabad for mouth-blown handcrafted glass, and to Agra for stone and marble carving. I look for artisans who are not only skilled in heritage techniques but also open to new ideas and designs.
5. Do your due diligence.
As for vetting, it’s both instinctive and deliberate. We start with a small collaboration to understand a maker’s quality, consistency, and working conditions. We visit their workshops, observe their processes, and ensure that the environment is safe and respectful. It’s important to us that our partners feel values — not just as vendors but as co-creators.
6. Invest in your partners.
We work on a fair pricing model, where artisans set their own costs based on time, material, and complexity involved. In many cases, we also support investments in better tools or processes, especially if it helps improve working conditions or product quality. It’s a relationship built on mutual respect, not margins.
7. Honor the hands that make.
Every decision, from sourcing to pricing to storytelling, should serve the people behind the product. If we can create a model that uplifts our artisans while delivering something truly special to our customers, we’ve done our job.
Source The Collective at poweredbypeople.com
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