The Alokya Story: Reviving Traditional Crafts with Simran Kedia

Siliguri, West Bengal – In 2022, at a vibrant local Hashtshilp Mela, siblings Simran and Shubham Kedia encountered a mesmerizing array of Pattachitra artworks on display. But beyond the colorful creations lay a troubling reality: the immensely talented artisans behind them were struggling to earn a sustainable living from their centuries-old crafts.

Inspired to preserve these fading traditions and uplift the artisans involved, the duo founded Alokya, a venture under Kayra Kraft LLP, aiming to create a thriving ecosystem at the intersection of cultural preservation, economic empowerment, and sustainability.

A Vision Rooted in Responsibility and Respect

Alokya—self-described as a “functional art” company—embraces India’s rich folk-art heritage, transforming it into everyday artisanal products designed for modern living:

• Each item is handcrafted, hand-painted, and environmentally conscious—from terracotta-scented candles to wooden coasters, bamboo utility boxes, and more.
• The initial collection spotlights 8th-generation Pattachitra artists, with plans to expand into other endangered folk forms like Warli, Madhubani, and Phad.

Driving Impact with Sustainability and Ethics at the Core

Alokya’s operations are thoughtfully built around social and ecological values:

1. Reviving Cultural Legacy
   Partnering with rural master artisans, Alokya seeks to counteract the decline in traditional art forms. By integrating craftsmanship into useable, contemporary products, the brand aims to reignite interest and preserve generational knowledge.
2. Empowering Artisans
   The brand offers fair wages, consistent bulk orders (even during off-seasons), and compensation well above market norms—ensuring steadier livelihoods for artisans.
3. Eco-Forward Practices
   Alokya champions plastic-free, biodegradable, or recyclable materials throughout—from seed-paper packaging and honeycomb designs to ethically sourced raw materials.
4. Balanced Affordability
   Despite ethical sourcing and fair artisan pay, the business maintains affordability—achieving profit margins of 50–60%, compared to typical market margins of 150–200%.
5. Ethical Consumerism
   Beyond preserving art, Alokya fosters social awareness by collaborating with like-minded, homegrown brands—including women-owned ventures and NGOs—to encourage responsible, conscious consumption

Simran’s Legacy: Where Purpose Meets Enterprise

Simran Kedia’s leadership exemplifies a seamless blend of passion-driven entrepreneurship and social impact. Through Alokya, she is not merely creating beautiful products—she is weaving sustainability, cultural revival, and fairness into the fabric of India’s artisanal economy.

Every candle, coaster, or bamboo box crafted under Alokya’s banner echoes a story—of tradition preserved, communities empowered, and the environment respected. Today, Alokya stands as a beacon of how modern business can honor heritage and humanity in equal measure.