How Mittihub Is Reviving & Preserving The Dying Terracotta Craftsmanship In India

Back in 2021, the journey began for Megha Joshi and Abhinav Agarwal, business scholars turned cofounders, who couldn't have anticipated the significant role their college project would play in revitalizing and safeguarding the fading terracotta industry in India. Years later, their venture, Mittihub, stands as a beacon of hope for this ancient craft.

Specializing in crafting and retailing a diverse array of terracotta products, from cookware to decor, Mittihub collaborates with up to 50 skilled artisans, each meticulously handcrafting every item. With prices ranging from INR 400 to INR 25K or higher, Mittihub ensures that these artisans receive fair compensation for their craftsmanship.

Terracotta, deeply rooted in India's cultural heritage since the Harappan civilization, holds immense significance. From figurines to sculptures, artisans employ rust-orange clay to create tangible masterpieces, a tradition spanning thousands of years.

Joshi and Agarwal's journey into this realm began with a college project, leading them to realize the imminent threat facing terracotta due to dwindling demand. Understanding the plight of these artisans, burdened with preserving a dying art while sustaining their livelihoods, inspired them to establish Mittihub.

Positioned as a 'social venture,' Mittihub endeavors to breathe new life into the handicraft industry by reviving the art of pottery. Alongside their online platform, the founders initiated a pottery studio in 2022, fostering awareness and offering therapeutic experiences to enthusiasts.

Through their dedication, Mittihub has empowered artisans, witnessing a remarkable 200% increase in their earnings. Since its inception, the bootstrapped startup has served over 2,800 customers, boasting 70 SKUs across five categories and fostering partnerships with 15 B2B clients.

Supported by Rajasthan government's iStart initiative, Mittihub achieved a revenue of INR 30 Lakh in FY23, with ambitious plans to reach INR 70 Lakh in FY24, reflecting a 133% YoY growth.

Transitioning from a college project to a thriving business wasn't without its challenges. Initially facing limited demand, Mittihub strategically educated urban consumers about the health benefits of terracotta products, while also addressing logistical issues by adopting sustainable packaging solutions.

Unique marketing approaches, coupled with personalized customer engagement strategies, have solidified Mittihub's presence in the market. Leveraging minimal technology in production, the startup emphasizes utility-oriented products, catering to diverse preferences and purposes.

Looking ahead, Mittihub envisions expansion into untapped regions, aiming to train and collaborate with artisans in Southern India. With a focus on ecommerce platforms and government initiatives, Mittihub is poised to elevate the terracotta craft, celebrating India's rich cultural heritage on a global scale.