Rinkal Bagadia’s journey is a tale of passion and purpose. Her work with development organizations gave her a deep understanding of India’s rich heritage and the challenges artisans face in preserving their crafts. These experiences ignited her commitment to protecting traditional art forms while making them relevant to today’s world.
Inspired by the teachings of The Mother of Pondicherry (a guide) centered on goodness, equality, generosity, and peace—Rinkal Bagadia found a guiding force for her vision. These ideals became the foundation of ‘Prosperity’, a venture she launched in October 2020 to honor and preserve traditional crafts.
Rooted in her love for aesthetics and her expertise in Art History, Prosperity is more than just a business. It bridges the gap between tradition and modern living, empowering grassroots artisans and offering products that are as meaningful as they are beautiful. Through this endeavor, Rinkal continues her heartfelt mission to connect people with the rich stories and soul of India’s heritage.
Here is the conversation with The Decor Journal India, Rinkal Bagadia shares her inspiring journey of turning a lifelong passion into a thriving venture –
1. Can you share the journey that inspired you to launch Prosperity?
With over 20 years in the development sector and training in Art History and woodcraft, my passion for culture and craftsmanship led me to launch Prosperity. Initially, I ventured into a similar project in 2012, but it didn’t succeed as hoped.
Then, during the 2020 lockdown, I reconnected with artisans who faced challenges selling their Diwali creations, due to the lack of exhibitions and sales channels. That’s when the idea to sell their products directly took shape. We thought, “Why not do it ourselves?” Starting with just a few terracotta and blue pottery pieces, along with a basic catalog and packaging materials, our first Diwali sale exceeded expectations.
By December 2020, we launched our website, growing from 37 items to over 370, across four craft forms. It’s been a leap of faith that’s paid off, and the journey continues to unfold.
2. How has your background in Art History and Mass Communication influenced your work with Prosperity?
I’ve always been fascinated by folk art—the vibrant colors, rustic textures, intricate patterns, and the stories woven into each piece. This love for folk crafts led me to the development sector, where I had the privilege of working with artisan communities.
While studying Art History, I realized that India’s crafts barely had a place in the global art narrative. Though miniature paintings and murals, like those in the Ajanta caves, are sometimes mentioned, the broader field of Indian crafts has largely been overlooked. This gap stayed with me. When I set out to create Prosperity, I knew exactly what I wanted to do. My vision was clear: bring India’s cultural heritage into mainstream décor trends, spotlighting the artistry and craftsmanship that has long been sidelined.
3. What challenges did you face while starting Prosperity, and how did you overcome them?
Starting with terracotta as my main craft category was challenging, especially as an e-commerce platform without a brick-and-mortar store. Terracotta is fragile, and it didn’t have the mainstream recognition that other crafts did. But my passion for terracotta was stronger than any of these challenges.
One of the first hurdles was building customer trust. To address concerns, we implemented a straightforward, hassle-free refund policy. Through trial and error, we refined our packing techniques, and with better materials, we reduced the breakage rate to under 1%.
The bigger challenge, however, was raising awareness about terracotta itself. Many people don’t realize that each region in India has its own unique style of terracotta, with distinct methods of shaping, firing, and even variations in clay shades. Over time, with storytelling and education, customers began to appreciate these regional nuances, and they could identify and recognize the beauty of these distinct terracotta styles.
4. How does Prosperity bridge the gap between traditional artisans and modern consumers?
Our business model combines traditional methods with modern technology. On the artisan side, we procure products in advance and make immediate payments as soon as we receive them. This ensures fair compensation and builds trust with our artisans.
For our customers, we offer a seamless shopping experience. We keep all our products in our warehouse, ensuring that when an order is placed, customers get exactly what they’ve chosen. If there are any doubts, we go the extra mile by sharing real-time pictures of the actual piece, which helps build confidence in the quality of what they’re purchasing. By combining strong relationships with artisans and the transparency of modern e-commerce, we’ve created a model that is both reliable and efficient.
5. Can you tell us about the unique heritage crafts that Prosperity promotes?
At Prosperity, we focus on rare, lesser-known crafts that deserve more recognition. Notably, we promote Pokhran Pottery and Black Pottery from Sawai Madhopur—traditional forms at risk of disappearing.
We’re also passionate about Mata ni Pachedi, a vibrant textile art from Gujarat, which, unlike Pichwai or Kalamkari, remains underappreciated. By showcasing these crafts on global platforms, our goal is to preserve and celebrate their rich legacies, offering them the attention they’ve long been missing.
6. What differentiates Prosperity’s product offerings from others in the market?
At Prosperity, our distinction lies in three key aspects: product variety, exceptional after-sales service, and competitive pricing. We specialize in large-sized terracotta pieces, crafted to meet specific customer needs and ready to ship. Our commitment goes beyond the transaction—we often assist clients with installation advice and offer suggestions to enhance their purchases, ensuring each piece seamlessly integrates into their homes.
Additionally, our pricing stands out in the market, providing high-quality crafts at accessible rates. We believe great craftsmanship should be within reach for all, and we strive to make that a reality without compromising on value.
7. How do you ensure artisans receive fair compensation and recognition for their work?
At Prosperity, we believe in simplicity and transparency in all our processes, especially with our supply chain. When designing or curating products, we work directly with artisans, respecting their pricing and paying them what they ask for. Sometimes we also need to meet their minimum order quantities, but we approach this with fairness and openness. This straightforward method helps build trust and makes the entire process collaborative and smooth.
8. Can you share more details about some of your prominent commissioned works?
Though we are still a relatively small business, we’ve had the privilege of working on some truly exciting projects. We’ve installed terracotta murals in a villa in Alibaug, Maharashtra, created large Lippan murals for a boutique in Ahmedabad, and customized Jaipur Blue Pottery tiles for kitchen backsplashes in both Ahmedabad and Pondicherry. Each project has been a unique opportunity to showcase Indian crafts in modern spaces.
9. How do these commissioned heritage crafts contribute to enhancing contemporary interior spaces?
I believe heritage crafts are timeless. Often, the line between traditional and contemporary is blurred, or even nonexistent. While some crafts may require a subtle adjustment or thoughtful styling to fit seamlessly into a modern interior, they naturally complement and elevate any space. Heritage crafts, particularly those made using authentic or GI-tagged, traditional methods, are incredibly versatile. They add depth, history, and character to a room in a way that mass-produced, machine-made items simply cannot.
10. How has Prosperity supported the preservation of lesser-known traditional crafts?
One of our main goals at Prosperity is to bring India’s heritage crafts into the mainstream décor category, and we’ve worked tirelessly to achieve this. A perfect example is the Black Pottery from Sawai Madhopur. There are only two families that still practice this craft, and it took me six months just to find the right artisan. Once I found him, it took him an entire year to complete our first order. But we were patient, knowing that preserving this craft was worth every effort. Today, we proudly feature Black Pottery, demonstrating our commitment to supporting and preserving lesser-known crafts.
11. What are your strategies for promoting handmade crafts in a market dominated by mass production?
In the four years since launching Prosperity, I’ve realized that competing with mass-produced, inexpensive products is a long-term challenge. To overcome this, we focus on generating awareness through social media, where we’ve gradually cultivated a dedicated customer base. These customers value heritage crafts for what they are—timeless, heirloom-quality works of art that help preserve culture and provide dignified livelihoods for artisans.
It’s a movement built on value, craftsmanship, and a shared sense of responsibility, and it’s been heartening to see it gain traction.
12. What has been the response from the interior design and architecture industries towards your collections?
We’ve increasingly captured the attention of interior designers and architects who appreciate incorporating heritage crafts into their projects. As a result, we receive regular orders from them, both through our website and through commissioned projects. My understanding of design and ability to communicate effectively with artisans ensures that our collaborations are smooth, with projects staying on track. We take great pride in only taking on projects we can complete within the agreed-upon timeline, and this approach has built strong, lasting relationships.
13. What are your future plans for expanding Prosperity and uplifting traditional crafts further?
Looking ahead, we plan to expand our e-commerce store by offering larger craft pieces and taking on more commissioned projects. We also aim to reach international markets, especially for our Terracotta pots, as we see significant potential overseas. Our focus will remain on offering high-quality, authentic crafts while growing our reach globally.
14. In what ways do you think Prosperity is contributing to the larger ecosystem of heritage conservation?
By providing consistent orders, we motivate artisans to continue practicing their crafts, ensuring that their skills remain viable and sustainable. Every project we undertake is a step toward this goal. Through effective marketing and raising awareness, we help ensure that these traditional art forms are not only preserved but appreciated by a wider audience.
15. How do you envision the role of heritage crafts in modern homes and interiors evolving in the coming years?
Social media has played a key role in spreading awareness, with many bloggers and influencers now shining a spotlight on these crafts. As younger generations start building their homes over the next decade, we’re confident that heritage crafts will increasingly find a place in modern interiors. This growing interest bodes well for the future of Indian heritage crafts in interior design, and we look forward to their continued relevance in homes of the future.
