The most significant aspect of traditional things is that they are time-tested. That is why they last forever. Take Handicrafts, for example. Handicraft is an old-fashioned Indian cultural legacy. It has been renowned, popular, and celebrated globally since ancient times. The artistic endeavour evolved over generations. It blends old trends into fresh, young, new ideas, imaginations, arts, and crafts. It is how Rishabh Singh, the new blood of R R International, carries forward the legacy. He reinvented it in the form of Indecraft, of which he is the Business Head.

According to Rishabh, handicrafts have always been of cultural and traditional importance to India. Their detailed and astonishing designs have made them eminent in international markets. “We at Indecraft produce and sell these handicrafts in Indian and international markets.”

To start up a handicrafts business was not a tricky affair. Observing a functioning handicraft business for a long time gave Rishabh an edge from the business perspective.

He adds, “The world is more inclined to social networking and virtual conversations. Everything we need is just a click away.” The idea of Indecrafts, an online handicraft business, sprang with this insight itself. And what could be a better way than to go online to tell stories about the techniques and methods used in bringing these artefacts to life?

He also says that we often neglect the fact that there is so much more to handicrafts than just a final product in a showroom or a display on a website. They at Indecrafts strive to make their buyers also know the stories about the origins of the products. “Our artisans are as important to us as our customers.”

Handicrafts, being of great significance to the Indian culture, carry with them the stories of centuries-old techniques, the places they come from and the evolution that occurred during the past years in the tools, materials and techniques used.

Indecrafts, originating in the Brass-city, Moradabad, under the flagship of 25 years old company, R.R. International, has a unique scope of diversity in its products. It is where the ancient techniques meet the new designs. The fusion of both results in the demand of today’s market.

Indecrafts is where a veteran and flourished generation in the industry hands over the tradition of handicraft business to new, vibrant, bold hands to carry it forward with dignity.

Rishab spoke in an exclusive interview with Insights Success, the highlights of which are given ahead.

Please tell us about the saga of your leadership from the beginning and how you have made Indecraft excel in its niche.

Indecrafts is a brand launched under the flagship company R R International. We’re a 38-year-old export firm with great experience and facility in Metal Manufacturing Home Décor Products. Over the years, we have been associated with many International retail brands in Europe and U.S. Indecrafts was launched in 2016 to enter the fast-growing domestic e-commerce market and introduce our catalogue to the domestic audience. I joined my family business then and decided to add a new branch to our existing business. That’s how Indecrafts was started.

What leadership skills, values and qualities do you think your clients admire most in you and your company?

Since we are manufacturers, we directly control our product quality and finish. It also allows us to offer customization to our customers in terms of different finishes and custom dimensions per the customer’s requirements. Many architects and Interior designers have their designs, which they share with us to manufacture for them. In this way, we offer not just our designs but also help fabricate their projects.

Please brief our audience about your firm, its USPs, and how you are currently positioned as one of the best product/service/solution providers. 

The one reason to enter and launch our online store was that we wanted to introduce our product line that mostly works in the international market but was not much available locally. We are based in Moradabad (Uttar Pradesh). Our city is called the brass city of India. It’s famous for its handicraft artisans in metal. We are the hub of the best artisans around in our country. Over the years, we have developed such contemporary concepts in terms of design language but made with the traditional techniques of handicrafts. It is one major aspect that fascinates me. Even today, we can see the artisans use centuries-old methods to create the product.

Tell us more about your firm’s offering and what makes it stand out in today’s knowledge economy.

As I mentioned, we are very open to providing customers with products and specifications according to their needs. Not just in bulk projects but as a single order for online customers. The colour options often help the customers with their home décor or even product sizes. We also are involved in product development throughout the year. It allows us to explore new categories or ideas that can be provided to customers who are limited in the market.

As an experienced leader, share your opinion on how adopting modern technologies like A.I. and ML impacts your industry and how Indecraft adapts to the change.

Keeping up with modern technology is very important. We must be adaptive to the contemporary changes that are happening with tech especially. It’s not just online advancements, but there are many new introductions in machinery tech to help with new types of product finishes and time effective.

Considering the current industry scenario, what challenges do you face, and how do you drive your firm to overcome them?

We are very focused on our path. Our challenge is to develop a catalogue that will help our customers and keep up with ongoing trends. Another challenge is to keep up with and understand new marketing trends and how to reach the customer in the best possible way. There is also the challenge of limitations of master artisans, with the latest generation looking forward to their future in new areas other than craftsmanship.

What would be your advice to budding entrepreneurs who aspire to venture into your space?

Be original.

How do you envision scaling Indecraft’s operations and offerings in the future?

To keep the process of developing new lines of products that are practical and to be even more efficient in offering more customization options to our customers.

According to you, what qualities/traits a modern-age CEO should possess?

I myself like to believe that every day is a learning process. We develop so many new things that it’s a non-stop process.

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