A handwritten note on a piece of recycled paper and a handmade trinket is what one receives with every order, neatly wrapped in eco-friendly packaging from Gwalior based iTokri, making it one of the most loved e-commerce portals to a discerning domestic and global audience who are enthusiastic about Indian handicraft and handloom products. The online store for handicraft, handlooms, fabrics, jewelry, paintings, and other artworks is India’s only crafts and loom retailer with a hundred percent inventory of handmade artisanal products ranging from Punjab’s phulkari dupattas and Gujarat’s bandhani sarees to Andhra’s ikkat handloom fabrics, and Odisha’s pattachitra paintings. It sources products, including jewelry, dress materials, and household items from nearly 10,000 artisansacross India, making it the largest curated portal for art and handicraft products with over 100,000 listings. The portal adds 500 plus new products on a daily basis too.
It was the era of the e-commerce boom in India when Jia, with no formal training, no background in e-commerce, very little investment, and an innate love for handicrafts and handloom products, decided to dive into the online segment with iTokri in 2010. Daughter of a firebrand social activist from Bihar, she inherited her father's spirit. She was only 21 when she started iTokri with Nitin. Over the decade, Jia has built iTokri on the foundation of transparency, authenticity, love, and commitment. From the team to the artisans, everyone shares a strong connection with Jia. Interestingly, she remembers the name of all her 200+ team members. For Jia, iTokri is not a place where people come to seek employment - it is a place where the torch of gender equality and women empowerment shine the brightest. She continuously encourages her team to be independent and helps them chart out a career. Some of her team members have been with her for over a decade. Apart from being a total hands-on operations person, Jia brought her unique touch to iTokri with personalized handwritten notes for her customers that go with every order along with a personalized gift. This gesture has won the heart of millions of iTokri customers and followers from across the globe.Read More
An alumnus of Delhi University in Hindi literature, Nitin was deeply inspired by Ramashankar Yadav, also known as Vidrohi, an Indian poet and social activist who tried to sensitize society against gender discrimination and economic inequality through his poems. Vidrohi ji had a profound impact on Nitin. He went on to direct an award-winning documentary Mai tumhara kavi hun, based on the life and poetry of his mentor. However, his stint with filmmaking was short-lived as love life took precedence. Back in his hometown Gwalior, Nitin along with his wife Jia, started iTokri in 2010 - a sustainable lifestyle brand that represents the Indian handicrafts and handloom industry and connects customers and artisans on one platform. Nitin modelled iTokri on the lines of his mentors’ vision of India. iTokri today has a team strength of 95% women, who come from the economically backward strata of the society. Today, Itokri caters to a discerning domestic and global audience who are enthusiastic about Indian handicrafts and handloom. Nitin’s has been working silently to save the highly fragmented handicrafts and handloom industry from diminishing under the pressure of fast fashion. He has built a community of artisans from across India and given them their due credit by selling their products under their name on the platform. He is consistently trying to bring a change in the non-standardized processes of the crafts business.Read More
Founding Member iTokri & Bindaas Unlimited Trust
Founding Member and Chairperson, DASTKAR
Former President, Delhi Crafts Council
Secretary, Craft Council of Telangana & Andhra Pradesh
All products are personally sourced with care and respect, for the artisan, craftform and you. Pyaar se dekho and pyaar se khareedo.
Crafts are hand-made and by nature organic, environmentally friendly. By supporting local, you are creating a sustainable future.
We prioritise bridging the gap, 70% of our workforce is local Gwalior women, who ensure itokri stays grounded.
We partner with and support 500+ artisan families and their legacy in craft. They give us the confidence to bring these products to you.
Nitin & Jia travel to the corners of India to uncover fascinating and exciting art and crafts. They then encourage these artisans to partner with itokri and share their legacy with the world.
Itokri team coordinates with these artisans and places an order for their products, allowing them time to do their best work. Upon arrival the products are received here where they are checked for quality.
Yahan each product is shot one by one by our team of photographers . Aise 3 setups hain. Products sent in the studio for photoshoot
Codes are Packaged , given codes and packed in these trunks. Products stored as per category and given unique codes once quality is checked Subsequently stored on shelves on a different floor.
Products are throughly checked before getting packed for shipping
Products are placed in a special recycled paper box which has the iTokri label printed on top, wrapped in recycled newspaper & unique iTokri lac seal is tamped onto it. End- wrapped in cellotape.
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