Tiklee | Introducing Traditional Madhubani With A Modern Twist

• ByStartupStory     |    March 8, 2021

Just keep doing your work and things will happen on their own.” – Manisha Kashyap, founder of Tiklee

“I’m recreating our traditional Madhubani style embroidery in a new contemporary way. It’s not easy to just sell out sarees and suits because the new generation is looking out for something that they can wear every day, something trendy that hey can use at least 2-3 times for some occasion,” says Manisha Kashyap, founder of Label Tiklee, in a conversation with Startup Story Media.

Tiklee – exploring the roots

While many people are eager to leave their towns and villages behind, there are some who long to create a home in their home. Manisha Kashyap is someone who belongs in the second category.

Although born in Bihar, due to the political turmoil going on in the state at that time, she had to complete her schooling in Mussoorie. After that, she did her Bachelor’s in design from National Institute of Fashion Technology and finally working in the industry for 3 years, decided to do something in Bihar itself.

She tells Startup Story Media how she realised she wanted to start something of her own, and that too with traditional Madhubani designs with a contemporary twist while on a cluster meeting to Venkatagiri.

“After I went there I came to know that there was so much potential in the villages of India. There was a project I did, doing contemporary designing out of the fabric and handlooms that they had. So I just thought that after coming back to Bihar I’ll do something similar out of Madhubani and other art forms which are now on the verge of extinction.”

As soon as her studies ended, Manisha worked in the corporate world for the first three years before finally starting Label Tiklee. At first, she had thought of completing Master’s from Milan but then wanting to do something which strongly resonated with her vision, she dropped that plan.

She tells Startup Story Media how although she has nothing against it personally, working in a corporate system wasn’t her cup of tea. “I’m not someone who can work in a very restricted environment because creativity can’t flourish in restriction – they need some space. When you are working in a firm, they are also not wrong – they do have their own targets and expectations from their employees. But I can’t meet different demands in an office because I need some space to work as an artist,” she says.

She wanted more freedom and realise her own dream of bringing Madhubani to life in contemporary fashion. Another thing which inspired her was her desire to provide something to her people to stay back for. Often people from small towns and villages have to leave because they have no other option. Wanting to create more opportunities and breaking stereotypes about Bihar and its culture, she started Label Tiklee.

“I can’t do wonders but if I take a little step and somebody can get inspired by me when I’m working here, that’s good. It is happening now – a lot of people are coming back to their place and they are starting to do something in Bihar, I’ve seen. A few people have actually told me that I inspired them to come back.”

Overcoming stereotypes and challenges

Although today a successful entrepreneur, Manisha Kashyap has had her share of challenges and struggles. When working outside, she had to face preestablished notions that people in metros had for Bihar.

“I have to sadly say that there is no respect outside – I have worked outside and have seen the attitude people have that Bihar has nothing and many stereotypes about Biharis,” she tells Startup Story Media.

When she finally started Label Tiklee, other challenges came up, a major one being the pandemic itself. “When I first started my journey with Label Tiklee, there was a lot happening in Bihar – first, there was the flood, then came NRC and then the pandemic. I have been thinking that we will pick up in the second year in India but things didn’t happen due to the pandemic. Another issue has been that of payment. Unlike in metros, here people often delay the payments,” she says.

Investments, distribution and customer experience

Where there is a will, there is a way. Although she didn’t have that much money to invest, Manisha decided to start Label Tiklee with her own savings and a loan.

Talking about marketing her work, Manisha said that word of mouth had been very useful for her, “Word of mouth has been a great help, especially in a small place like Patna. Then I also sponsored some fests like AIIMS Patna. And very luckily, I got the chance to come and speak on radio Mirchi. All these things worked well for publicity and all that I have gotten here would have been difficult in a metro city. So everything has a pro and a con.”

Talking about customer experience, Manisha tells Startup Story Media that she makes sure she takes all the feedback from her customers and use it constructively. “It’s important to stay connected with your customers to build trust and help them believe that they are buying from a good brand.”

Manisha, who loves to release her stress through great music, believes that the most important thing that the upcoming entrepreneurs need to remember is to trust themselves.

“I will tell them to believe in themselves and do all they can do to go forward. I have seen many entrepreneurs around me who think like if it’s not happening, let’s leave it – you can’t do that. You have to keep going on. This kind of attitude should be left behind when starting out. Just keep doing your work and things will happen on their own,” she tells Startup Story Media.

Another thing she would like to tell aspiring entrepreneurs is to be willing to take up every kind of work without letting ego in the way. “You have to do every basic thing – that’s what startups are all about – you have to do almost every task by yourself. So don’t ever feel bad about doing something small because in the end that’s your work and youshould not be ashamed of doing it.”

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