In a world driven by mass production and fast-paced consumerism, there is something truly remarkable about products that are crafted by hand with care, passion, and a genuine commitment to making a difference.
Founded and spearheaded by Manoj Sharma, Ashnam is a brand that has stood out in a segment dominated by thousands of unstructured and small units without standardization or accountability practices. The brand is renowned as India’s leading manufacturer of décor artifacts made from Polyresin. However, the story of Ashnam is not just about creating stunning products that adorn homes and spaces across India but a saga of resilience, determination, and a relentless pursuit of creating a positive impact on the lives of local artisans in India.
From humble beginnings to empowering skilled workers
Ashnam started its journey in 2012 with a small team of about 20 people in Vasai, Maharashtra. The founder’s vision and impeccable marketing acumen resulted in the brand rapidly becoming a preferred supplier to high-profile clients and corporate giants. The brand was reimagined after some unforeseen challenges, and an 800 sq. ft. manufacturing facility was set up in Vasai. The business flourished, and by 2019, the manufacturing facility expanded to 7000 sq. ft., transforming the lives of several skilled workers and artisans.
Overcoming adversity through the resilient spirit
Like lakhs of businesses in the country, Ashnam was also hit hard by the pandemic in 2020, but the blow almost unbearable was the demise of Mona Sanghvi due to COVID-19 in April 2021. Manoj restarted with renewed determination and relentless effort and has since seen Ashnam rise meteorically, and become a team of over 200 people, who now work in four manufacturing units spread across 40,000 sq. ft. in Vasai. This remarkable and meteoric rise of Ashnam exemplifies the human spirit and the power of a shared vision.
Empowering Artisans and Women
Ashnam’s mission has employee welfare, fair wages, and women empowerment as its core pursuits. The brand pays higher daily wages (430 to 450 rupees a day) compared to the market average of rupees 340 to 360 to its workers. It is also a rare venture that has introduced the concept of fixed Sunday offs and paid annual leave of 21 days for all its workers. Women make up about 60% to 65% of Ashnam’s workforce, reflecting the efforts made toward gender inclusivity and women empowerment. Ashnam has consciously focused on opening doors for those from the lower strata who struggle to get corporate sector employment. The brand has imparted skills to enable such people to earn a dignified and steady income that can help them live better-quality life. Overlooking the 10% attrition rate among new employees, Ashnam continues to invest in training them and has already trained over 1000+ laborers during its journey, positively impacting their lives.
Making a mark in home décor
Ashnam is not just focusing on creating captivating artifacts out of Polyresin but also on revolutionizing the unorganized artifact manufacturing sector in the country. A catalog of over 260 unique products and more than 2700 SKUs across the price range, starting from rupees 599 and going up to 1 lakh rupees, has made Ashnam a strong force in the market. It is a major white-label manufacturer for prominent brands such as Home Center, Shoppers’ Stop, Hometown, and many others, and is also retailing through its brand, Siddharas.
Future vision
Ashnam acquired the B2C brand Tansha Quo to expand its market reach, and the brand has now set its eyes on becoming a market-leading publicly traded company, solidifying its position as a game-changer brand in the home décor industry in India.
Conclusion
Ashnam is driven by the unwavering commitment of the founder Mr. Manoj Sharma towards ‘Make in India’, ensuring that their products are sustainable, and empowering the local artisans to live better and create better craft. Having overcome catastrophic roadblocks early in its journey, Ashnam stands out as a shining example of the heights that passionate, purposeful, and consistent efforts can reach!
