Women Entrepreneurs: From making homes to managing home fashion business successfully

Most of us will agree that a woman has more aesthetic sense and feel, especially when it comes to decorating a house. It is also said that a ‘man’s home is his wife’s castle’. But what about those women who are leading the home furnishing export business…? Do these women have any edge or benefit compared to their male counterparts or is there no difference at all. Apparel Online talked to a few women entrepreneurs who are running some of the leading home furnishing export businesses in the country independently or are fully involved in the same, and the bottomline is that be it small- or medium-level export house, or a huge setup, these passionate women are happy with their overall working as well as whatever they have achieved…

Managing marketing and production in her family business, Neeru Jain of Sharco International, Delhi also takes lead in various sourcing exhibitions/BSMs and she strongly agreed on the strong aesthetical appeal in women which gives an edge to them in home fashion segment. “I feel that design and colour sense is something in-built in most women and they have better understanding of the same… It is our strength,” says Neeru, adding further that women get more appreciation for their work which also motivates them to work hard and give better results. Asmita Dwivedi Paliwal, Director, Abhiasmi International (Paliwal Group), Panipat adds, “Women bring a unique perspective on aesthetics in textiles, as perseverance and attention to details is their innate strength.” Asmita is into this business from almost a decade. Currently Abhiasmi International is working to promote women empowerment by offering more jobs to women who come from under-privileged backgrounds.

Sharmita P Roy heading Natural Home International, Ghaziabad agreeing with the aesthetical appeal point adds, “As I am into handwork-oriented products and prefer to work directly with women doing the handwork from their homes, being women it is easy for me to work, to discuss things with them and to get better results from them as they are more comfortable with me as compared to any other contractor.”

What else apart from this natural flare of aesthetics that helps these women achievers in home furnishing business…, Anjali Garg of Eastern Fashion, Delhi says, “In last 14 years of my experience in this business, I have observed that overseas buyers are very respectful towards women compared to male counterparts and even more comfortable to discuss things with. Similarly, even the staff of the factory gives more respect when a woman is the boss of that unit.” Having a little different opinion, Rachna Singh, Proprietor, Rachna Designs, Delhi does not feel that there is any real advantage of being a women and the fact that women have been more aesthetical in their approach and command respect from overseas buyers is not a new phenomenon. In fact, she opines that though being a woman, who is generally perceived as mild, she also sometimes has to put her foot down and raise her voice to get the job done. Having served as a freelance designer to an overseas company and worked for 11 years in various Indian companies, Rachna Singh started her own export house in 1997 and for her it was ‘one woman show’ as she did everything herself to set up business. “Women should come out of their comfort zone and work hard,” she says.

There are some other benefits for women in international trade, though these are not applicable for all but still matter. Tania Bhalla, Director, Spectra Shades International of Delhi, a second generation inheritor of the family business which she took charge of from her mother and also has an office in the US which is being taken care of by her sister, shares. “Being a women-headed organization we have some benefits due to the Minority or Woman Owned Business (MWBE) Certification in the US. It gives edge to a woman entrepreneur in various business ventures. New buyers prefer to work with us due to this certification. If something of this sort would be available in India too, it would be great for women entrepreneurs.” Spectra Shades International is a two decades old buying house and Tania is handling the business from the last 12 years.

However strong these ladies may be, there are still many factories that don’t prefer women on the shop floor, but overall, home and apparel export business is considered a very dignified job for women. Having given almost two decades to the family business, Neeru wishes that her daughter Aayushi Jain who is pursuing Textile Designing, should also join the same business. “I have observed that south India has less women entrepreneurs. They should come forward, it is a good business to be in, notwithstanding the extensive travelling that the profile requires,” concludes Neeru.