Tanvi Agarwal: Co-founder of House of Ekam Combining sustainability with modernity in home décor e-commerce
“That’s why every product we offer is handcrafted, and we work with artisans from all over India—Rajasthan, Orissa, the Northeast, and more. Everything is made by hand, and even the processes we use are sustainable.”
Tanvi Agarwal coincidentally ventured into e-commerce transitioning from a successful finance background, she then went on to co-found her home décor e-commerce company, ‘House of Ekam’. In this interview, we learnt about her journey and her keen interest in promoting Indian handicrafts, supporting the artisans’ community and focusing on
customised orders preventing bulk productions.
MOSAIC: Could you share the inspiration behind starting House of Ekam?
Tanvi Agarwal: I co-founded House of Ekam, with my husband Brij about seven years ago. Interestingly, I come from a finance background. I have a degree in mathematics from Delhi University and a master’s in mathematics from King’s College, London. My career started in mergers and acquisitions at Ernst & Young, but later I transitioned into e-commerce, which was quite a large venture in home décor sourcing. When that e-commerce shut down, I took that as a sign to follow my passion for textiles and Indian handicrafts, and that’s when House of Ekam was born. We wanted to bring contemporary designs to Indian handicrafts and showcase them to a global audience, as there wasn’t much of that in the market back then. This was the foundation of the House of Ekam, and our journey started from there.
MOSAIC: How does House of Ekam embody the passion for Indian handicrafts and home decor?
Tanvi Agarwal: The idea behind the House of Ekam is to endorse and promote Indian handicrafts on the Indian and global levels. When we started, Indian handicrafts were often seen as traditional or too niche, with motifs like elephants or camels being typically seen. We wanted to change that perception by bringing a contemporary spin to these crafts. That’s why every product we offer is handcrafted, and we work with artisans from all over India—Rajasthan, Orissa, the Northeast, and more. Everything is made by hand, and even the processes we use are sustainable. For instance, all our curtains are hand-stitched, and we try to minimize wastage by making products to order instead of producing in bulk. Our garments launched a year ago, are all made from 100% cotton, and we use traditional techniques like hand-block printing.
MOSAIC: How was your experience working closely with the community of artisans both in handicrafts and textiles?
Tanvi Agarwal: At the core of House of Ekam is to empower our Indian artisans, especially women. For example, our quilts are made by women in Rajasthan who work from the comfort of their homes. It’s a community effort where we engage with groups of artisans across different regions, from Banaras to down south. We also focus on reviving dying handicraft techniques. A good example is grass weaving, which we launched a few years ago with our artisans in Orissa. This technique had almost disappeared, but we worked closely with artisans to bring it back into the mainstream, creating modern, functional products. We have a very ardent relationship with our artisans that focuses on curating unique items to ensure livelihood and keep the art alive.
MOSAIC: How do you ensure that your products stay true to traditional craftsmanship while also introducing contemporary elements?
Tanvi Agarwal: The key to blending tradition and modernity is communication and collaboration with the artisans. I travel across India to meet artisans, learn about their craft, and then share our vision with them. For example, paper mache is a craft traditionally associated with bright, traditional designs, especially in Kashmir. We worked with artisans to introduce more modern, fashionable designs while keeping the essence of paper mache alive. It’s important for us to not just modernize the craft, but also to respect its roots. The same is with our home linen, where we work with new blocks and patterns, combining them with clean to vibrant colour palettes. That’s why we put a lot of thought into each product, ensuring it meets both the aesthetic we want and the essence of the craft.
MOSAIC: How are the responsibilities divided between you and your husband to manage such wide business operations?
Tanvi Agarwal: My husband mainly handles marketing and finance, while I take care of everything else—from sourcing to operations. He had initially been involved full-time but now has a separate full-time job, so most of the day-to-day responsibilities fall on me. However, his contribution in terms of strategy and finance has been invaluable, especially in the early years.
MOSAIC: Can you tell us about your target audience, and how have you seen your customer base evolve?
Tanvi Agarwal: Our audience is a mix of domestic and international customers, with around seventy per cent being domestic and thirty per cent international. We see a lot of interest from markets like the US, UK, and Europe. Interestingly, many NRIs love our designs because they combine modern aesthetics with a touch of Indian culture, something they want to bring into their homes abroad. Onthe domestic front, we’re seeing an increasing appreciation for handcrafted, sustainable products. India is waking up to the idea that home décor can be both stylish and sustainable.