Two former corporate professionals from Mumbai turned entrepreneurs have launched Jhappi, a retail store platform supporting NGOs and independent artists by selling their high-quality handmade products infused with compelling stories of empowerment.
- Supports women and disadvantaged groups through NGO partnerships
- Highlights artists including a trans woman whose artwork gained international interest
- Focuses on product quality alongside impactful storytelling
What happened
In 2020, Mumbai-based engineer Bhumika Marwaha and her colleague Bipin Joshi left their corporate jobs to start something with deeper meaning and impact. Their initiative, Jhappi, which means 'a hug of hope,' began with a campaign to modernize and promote umbrella sales for Nethra, an NGO empowering visually impaired artisans. By applying digital technology and enhancing social media presence, they significantly increased the reach and revenue of these handmade products.
Building on this success, they opened physical retail stores in 2022 to showcase a variety of handmade goods from NGOs across India. Jhappi’s approach emphasizes quality products supported by authentic stories that foster a warm connection with buyers. Their partnerships include women's groups skilled in block printing and a trans woman artist named Simran, whose paintings have gained support from international buyers.
Why it feels good
Jhappi’s mission challenges stereotypes by highlighting the productive abilities of marginalized communities, especially people with disabilities and transgender individuals, who are often seen only as recipients of aid. By providing a platform that respects their craft and stories equally, Jhappi creates dignity and economic independence for these groups.
The initiative also breathes new life into social enterprises that had struggled with visibility and sales, such as the Women's India Trust, which revived its block printing unit with Jhappi’s support. This ripple effect inspires optimism as it shows how focused attention on quality and storytelling can transform struggling enterprises into thriving businesses benefiting many lives.
What to enjoy or watch next
Next time you shop, consider exploring products with meaningful stories like those from Jhappi’s stores in Mumbai. These items are not only beautifully crafted but also represent the aspirations and talents of people often overlooked by mainstream markets. Supporting such ventures helps sustain livelihoods and encourages inclusive business models.
Keep an eye on Jhappi’s growth as they continue to partner with NGOs and independent artists, amplifying voices and crafts that deserve wider appreciation. Their success shows how community-driven entrepreneurship powered by compassion and quality can rewrite the narrative around social impact commerce.