Asha Handicrafts Association

What Asha Handicrafts Association does

Asha Handicrafts Association is a non-profit social enterprise founded on 17 July 1975 in Vasai (East), Palghar district, Maharashtra, India. Operating under a 'Trade, Train, Transform' strategy, the organisation provides wholesale marketing access for 1,200+ Indian artisans organised across approximately 120 community clusters and craft centers in Jaipur, Agra, Saharanpur, Moradabad, Panipat and Delhi. It markets an inventory of more than 4,000 SKUs across 40+ product categories including Home Decor, Lifestyle Accessories, Office Stationery, Toys and Games, Corporate Gifts, jewellery (brass, German silver, sterling silver with stones), bags, dhurries, coir mats, festive decor, kitchen accessories and recycled iron products. The underlying production technology is traditional handcrafting using natural, locally sourced Indian materials (wood, ceramic, textile, metal, recycled polyester and hosiery fabrics).

The business model is wholesale B2B: Asha does not sell directly to end-consumers at scale but partners with Fair Trade importers worldwide who purchase products in bulk for international distribution. The company supplements this with a single domestic retail shop in Vasai, mobile exhibitions on request, and an inquiry-based online product catalogue. Pricing is quote-based and not publicly disclosed; all transactions are pay-as-you-go wholesale. Revenue is generated almost exclusively from one-time product sale transactions, with no recurring license or subscription component. All surplus is mandated to be reinvested in artisan welfare rather than distributed as profit, consistent with the social-enterprise constitution and WFTO Guaranteed Fair Trade certification (World Fair Trade Organization, Netherlands) and Fair Trade Forum India accreditation. The organisation is led by CEO Rajesh Kumar and General Manager Ivan Carvalho (joined 2003, heads international sales); the broader team is 21 employees.

Name

Asha Handicrafts Association

Legal name

Asha Handicrafts Association

Website

https://ashahandicrafts.in

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

11–50 employees

Short description

Asha Handicrafts Association is a 1975-founded Indian social enterprise that wholesale-markets 4,000+ authentic handicraft SKUs from 1,200+ artisans to Fair Trade importers worldwide under WFTO Guaranteed Fair Trade certification.

Ownership category

akta.pro rank

Product category

Handicrafts and Artisan-Made Home Goods

NAICS

Jewelry and Silverware Manufacturing (339910), Apparel Accessories and Other Apparel Manufacturing (3159), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394)

SIC

Jewelry, Silverware & Plated Ware (3910), Costume Jewelry & Novelties (3960), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Fair Trade & Ethical Supply Chains (Certification, Traceability, Producer Support) (BPAGALAL)

akta.pro secondary industry

Handmade/Craft Fashion Jewelry (Beaded/Wire/Woven) (CRAKABAD)

Keywords

• Handicraft product exports
• Fair trade handicrafts
• Artisan-made home decor
• Handcrafted lifestyle accessories
• Ethical sourcing crafts

Headquarters

HQ city

Vasai (East)

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Wholesale Handicraft Product Sales: Asha Handicrafts generates revenue by selling authentic Indian handicraft products to Fair Trade importers worldwide. The organization operates as a social enterprise where all surplus is reinvested towards the social welfare of artisans and their families. They offer over 4000 products across categories including Home Decor, Lifestyle Accessories, Office Stationery, Toys and Games, and Corporate Gifts.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Asha Handicrafts Association manufactures and markets authentic Indian handicraft products on behalf of more than 1,200 Indian artisans, offering an extensive portfolio of over 4,000 SKUs across categories such as Jewellery, Bags, Dhurie (handwoven rugs), Coir Mats, Festive Decor, Kitchen Accessories, Recycled home décor, Home Décor, and Well Being products. The organisation operates as a Guaranteed Fair Trade-certified social enterprise, supplying Fair Trade importers globally through wholesale arrangements while also serving direct retail customers from its Vasai shop.

Product overview

Asha Handicrafts is a Fair Trade-certified social enterprise offering a diverse portfolio of over 4,000 authentic Indian handicraft products across multiple categories. The product range includes Jewellery (brass, silver, and German silver pieces with stones and intricate cut-work designs), Bags (cotton jacquard and jute tote bags), Dhurie (handwoven rugs from recycled polyester and hosiery), Coir Mats (PVC-backed decorative mats), Festive Decor (Christmas ornaments, tabletop cribs, mango wood décor), Kitchen Accessories (wooden coasters), Recycled home décor (iron wind chimes with cut-work designs), Home Decor (wooden carved items), and Well Being products. The company operates through direct artisan partnerships, providing marketing support to over 800 Indian artisans across craft centers in Jaipur, Agra, Saharanpur, Moradabad, Panipat, and Delhi. All products are handcrafted using natural locally available Indian materials like wood, ceramic, textile, and metal, reflecting authentic Indian heritage and traditional craftsmanship.

Differentiator

Problem solved

Functional benefit

Products and services

• Jewellery Handcrafted jewellery including brass adjustable finger rings with garnet stones, brass chain necklaces with diamond-shaped pendants and citrine stones, brass ear studs with butterfly cut-work detailing, bracelets with glass beads and leaf charms, 92.5% sterling silver rings with tourmaline and apatite stones, and German silver earrings. Marketed to Fair Trade importers and retail buyers seeking authentic Indian-made jewellery.
• Bags Handcrafted bags including cotton jacquard fabric tote bags with PU handles and woolen pom poms, and natural jute fabric bags with buffalo leather handles. Targeted at lifestyle and home goods importers, retailers, and individual consumers.
• Dhurie (Handwoven Rugs) Handwoven dhuries made from recycled polyester and recycled hosiery fabrics, featuring kilim and patta designs with multi-coloured patterns and tassel details. Marketed to home décor importers and retailers as sustainable Indian-made floor coverings.
• Coir Mats Natural coir mats with PVC non-slip backing featuring festive and decorative designs such as 'Please Wipe Your Paws', 'WELCOME & Slipper', Black Cat & Welcome, and Happy Owlidays themes. Sold to home goods importers, retailers, and direct consumers.
• Festive Decor Handcrafted festive decorations including mango wood nativity Christmas ornaments, tabletop cribs with hanging stars on jute cords, aluminium Christmas trees, and cutwork décor pieces. Targeted at seasonal décor importers and retailers in international markets.
• Kitchen Accessories Handcrafted kitchen accessories including mango wood coasters and decorative wooden items for home kitchen décor. Sold to home goods importers, retailers, and direct consumers.
• Recycled Home Décor Eco-friendly recycled iron home décor items including wind chimes with rose, bee/honeycomb, Hamsa hand, and butterfly cut-work designs featuring glass beads and bells. Positioned for sustainability-focused home goods importers and retailers.
• Home Decor Handcrafted wooden home décor items including carved side tables, hanging frames, and decorative pieces featuring intricate craftsmanship. Sold to home décor importers, retailers, and consumers.
• Well Being Products Handcrafted wellness and well-being décor products designed to promote relaxation and positive energy in living spaces. Targeted at lifestyle and home goods importers, retailers, and individual consumers.

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• World Fair Trade Organization (WFTO), NetherlandscoreOthersAsha Handicrafts holds Guaranteed Fair Trade certification from WFTO Netherlands, ensuring compliance with international fair trade principles and ethical trading standards.
• Fair Trade Forum, IndiacoreOthersNational fair trade certification body that provides additional accreditation and support for fair trade practices in India.

Scale indicators8 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Ten Thousand Villages: US-based fair trade retailer and importer of handmade artisan goods from cooperatives worldwide. Directly comparable as a Fair Trade channel that buys handicrafts from producer groups like Asha and resells to end consumers in Western markets.
• Matr Boomie: Fair trade lifestyle brand sourcing handmade jewelry, accessories, and home goods from artisan groups in India and other countries, selling B2B through wholesale and direct retail. Comparable product mix (jewelry, bags, décor) and similar fair trade positioning to Asha.
• Global Crafts: US fair trade wholesale distributor of handcrafted goods sourced from artisan cooperatives across multiple countries. Overlaps directly with Asha's B2B wholesale fair trade channel and product breadth across home décor, jewelry, and gifts.
• Jaipur Rugs Company: India-based social enterprise manufacturing handmade rugs from a large network of rural weavers, exporting globally through B2B and retail channels. Comparable as an Indian fair-trade-rooted producer covering home textiles and lifestyle categories that overlap Asha's dhurie and home décor assortment.
• SERRV International: One of the oldest fair trade NGOs in the US, importing handcrafts from artisan groups globally and selling through retail, catalog, and online channels. Comparable as a nonprofit fair trade intermediary partnering with producer groups in similar product categories.
• Novica (a Uncommon Goods brand): Online marketplace connecting global consumers with handcrafted artisan goods from producer groups worldwide, including India. Comparable as a B2C/B2B fair-trade channel focused on handmade jewelry, home décor, and gifts sourced from cooperatives.

Broad incumbents

• Fabindia: India's largest omni-channel retailer of handcrafted textiles, apparel, home furnishings, and lifestyle products sourced from rural artisans. Comparable product universe (apparel, home, gifts) and Indian artisan supply chain, but materially larger scale, broader scope, and integrated retail footprint Asha does not match.

Regional players

• Anokhi: India-based brand specializing in hand block-printed textiles, apparel, and home products made by Jaipur artisans. Comparable as an Indian artisanal producer with fair-trade ethos and similar craft-belt sourcing, though narrower product depth than Asha and stronger domestic retail focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/asha-handicrafts---india

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Asha Handicrafts Association