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This Assam venture is creating livelihoods through sustainable home décor
India’s home décor market has long been shaped by mass-produced goods. But in recent years, a new generation of brands has begun to spotlight artisanal craftsmanship and sustainable materials.In Assam, where bamboo, cane, jute, and water hyacinth are abundant, the opportunity lies in blending traditional skills with contemporary design. Startups such as Kraftinn Home Decor are showing how local heritage can be reimagined for modern homes and workspaces.The founder’s journeyFor Parikshit Borkotoky, building Kraftinn was as much about identity as it was about entrepreneurship.“We always wanted to build a brand from Jorhat, Assam. That is a matter of pride for us. We wanted to understand how we could create sustainable income opportunities for local artists and artisans from here,” he says.Kraftinn operates as a direct-to-consumer brand, designing products from sustainable fibres tailored to contemporary living spaces.“When we studied the Northeast, we realised how rich the region is in sustainable raw materials like bamboo, water hyacinth, cane, and jute. Beyond that, the heritage, culture, and traditional skills are immense. So we asked ourselves why not use these existing skills to create meaningful products?”That intent ultimately shaped the brand’s foundation.“That is how the Kraftinn brand came into being,” Borkotoky explains.Watch nowTackling industry… Read MoreYourStory RSS Feed
Revenue before hype: Prateek Maheshwari’s advice to India’s 0–1 founders
In a candid on-stage conversation with Shradha Sharma, founder and CEO of YourStory, Prateek Maheshwari - co-founder of Physics Wallah (PW) laid out a simple operating principle that, he argued, holds up even when markets feel “fully occupied”: keep the customer at the center, and get to revenue early.The exchange took place at the India AI Impact Summit 2026, held in New Delhi. With thousands of early-stage founders and builders in the audience, Shradha asked Prateek what entrepreneurs should keep at the heart of everything they do.His answer was direct: at Physics Wallah (PW), “we keep students at the center of everything we do.” And for anyone building from scratch, he added a second test that often gets ignored in the rush of ideation—move towards a revenue stage. “It’s very important you make revenue, you make profits, you have active paying customers,” he said, especially for founders still in the “zero to one” phase.The point landed with added weight because PW is now a listed company, after its shares were listed on Indian exchanges on November 18, 2025.Finding a niche in a “decided” marketShradha then pushed the conversation into a question most founders wrestle with: how do you win in… Read MoreYourStory RSS Feed
