Announcement
Tanish Sharma, a student pursuing an MBA in Digital Marketing at Chandigarh University, has founded an e‑commerce platform named “The Banjara” (https://thebanjara.in/). The platform is designed to connect traditional artisans across 28 Indian states, with an initial catalogue of more than 250 products supplied by over 40 artisans operating in 18 states, including Jammu & Kashmir, Himachal Pradesh, Punjab, Haryana, Uttarakhand, Rajasthan, Maharashtra, Gujarat, Bihar, Madhya Pradesh, Odisha, Tamil Nadu, West Bengal, Jharkhand, Andhra Pradesh, Uttar Pradesh, Kerala and Karnataka.
Product Offering and Pricing
The Banjara showcases a diverse range of heritage crafts such as Punjab’s Phulkari embroidery, Jharkhand’s Sohrai and Khovar wall paintings, Andhra Pradesh’s Kondapalli wooden toys, Bihar’s Madhubani paintings, Gujarat’s tie‑dye Bandhani fabrics, Himachal Pradesh’s Kinnauri shawls, Kashmir’s hand‑knotted carpets, Karnataka’s gold‑zari Mysore silk, Kerala’s mural paintings, Madhya Pradesh’s Chanderi and Maheshwari silks, Maharashtra’s Paithani silk sarees, Odisha’s Pattachitra scroll paintings, Rajasthan’s Blue Pottery, Tamil Nadu’s Kanjivaram silk sarees and Uttar Pradesh’s Banarasi sarees. Prices for individual items range from Rs 500 to Rs 1.5 lakh.
Business Model and Revenue Share
The platform operates on a revenue‑sharing model where 65% of the market price of each product is transferred directly to the artisan, while the remaining 35% is retained by The Banjara to cover operational costs such as onboarding, design thinking, packaging, storytelling and digital outreach. The first cohort of 100 artisans is being onboarded free of charge. A future subscription model is planned, under which artisans will be able to list their products for a monthly fee of Rs 399.
Export Ambitions
The Banjara intends to expand its reach to foreign markets and has applied for the necessary export licence to enable international shipments.
Inspiration and Vision
Sharma attributes his entrepreneurial drive to Prime Minister Narendra Modi’s “Vocal for Local” initiative, stating that the platform aims to revive, preserve and celebrate India’s rich craft heritage while providing fair wages and sustainable livelihoods for rural artisans. He emphasizes that culture should be lived and used, not confined to museums.
University Support and Commentary
Deepinder Singh Sandhu, Senior Managing Director of Chandigarh University, congratulated Sharma and highlighted the university’s focus on nurturing entrepreneurship through industry‑collaborated programs, state‑of‑the‑art labs (including IBM, NSE N‑Smart, Digital Marketing and SAS labs), and a robust start‑up incubation ecosystem. The university, accredited with a NAAC A+ grade and QS world ranking, offers more than 109 undergraduate and postgraduate programmes across engineering, management, pharmacy, law, architecture, journalism, animation, hotel management, commerce and other fields. It has been recognized as the University with Best Placements by the World Career Review Council (WCRC).
About Chandigarh University
Chandigarh University is an autonomous, UGC‑approved institution located near Chandigarh in Punjab. It is the youngest private university in the state and the only one to receive a NAAC A+ grade. The university’s mission includes delivering globally benchmarked curricula co‑created with industry partners such as IBM, SAS, NSE, CII, SBI, Tally, Moody’s and AON, and providing extensive industry exposure through live projects, internships and specialized workshops.