{"id":17495,"date":"2021-03-20T12:50:28","date_gmt":"2021-03-20T07:20:28","guid":{"rendered":"https:\/\/www.instamojo.com\/blog\/?p=17495"},"modified":"2021-06-07T03:17:28","modified_gmt":"2021-06-06T21:47:28","slug":"how-ajoobaa-grew-their-crochet-business-online-in-a-pandemic","status":"publish","type":"post","link":"https:\/\/www.instamojo.com\/blog\/how-ajoobaa-grew-their-crochet-business-online-in-a-pandemic\/","title":{"rendered":"How Ajoobaa Grew Their Crochet Business Online In A Pandemic"},"content":{"rendered":"

Imagine you set up your dream business online and just as the business begins to start and grow, a pandemic hits the whole nation. Ajoobaa.in, a crochet kidswear brand, did not let a lockdown impact their business and even empowered several workers during the time.<\/p>\n

” Our main goal was to ensure that our employees still had their jobs.” – Ajoobaa team<\/p><\/blockquote>\n

Founded by husband and wife duo\u00a0Tarishi Jain and Nivesh Arora, Ajoobaa<\/a><\/span> is a startup selling wool crochet and hand-knitted dresses for kids.<\/p>\n

\"Ajoobaa<\/a>
Nivesh and Tarishi – Founders of Ajoobaa.in<\/figcaption><\/figure>\n

We got in touch with Nivesh and Tarishi to know more about their business and how they persevered during a tough time.\u00a0<\/span><\/b><\/p>\n

Giving birth to a business idea<\/h2>\n

Tarishi had the idea to set up her crochet business when she was pregnant with her first child. She took to knitting outfits for her baby and soon, demand began to pour in from neighbours, friends, and family.\u00a0<\/span><\/p>\n

Seeing an opportunity, Nivesh and Tarishi left their full-time jobs to set up and grow their business. Tarishi focuses on the production, design and sourcing of the material and Nivesh, a former Amazon employee, takes care of the operations, marketing and finance.\u00a0<\/span><\/p>\n

How to keep business going in a pandemic\u00a0<\/span><\/h2>\n

Ajoobaa sells handmade wool crochet and knitted wear for children up to four years. Based out of Sonipat in Haryana, the business has provided job opportunities for over 250 women in rural areas since 2018.\u00a0<\/span><\/p>\n

Reaching out to rural artisans and sourcing wool for crochets was not easy. Fortunately, Tarishi helped the artisans every step of the way. She sent marked patterns and designs to the workers and ensured all designs and samples were checked.\u00a0<\/span><\/p>\n

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\u201c We would collect the samples, wash the material to make sure it does not get ruined, and once the quality check is done, we will give the green signal for the frock or dress to be made.\u201d – Nivesh\u00a0<\/span><\/p>\n<\/blockquote>\n

Post this, the couple upload photos of the products on their website and market it on their social media and network.\u00a0The couple also hired a head artisan in each cluster around Sonipat to independently manage the other workers.\u00a0<\/span><\/p>\n

\"Ajoobaa<\/a><\/p>\n

Setting an example for businesses everywhere\u00a0<\/span><\/h3>\n

Nivesh and Tarishi did not let a slow economic lockdown and COVID get in the way of their business. Sensing that demand is low, they continued to pay their artisans and give them material to knit and pack orders.\u00a0<\/span><\/p>\n

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\u201c It was a classic crisis management plan. We knew demand would come back sooner or later. We just did not want the women working for us to be out of a job.\u201d – Nivesh\u00a0<\/span><\/p>\n<\/blockquote>\n

Website vs Marketplace\u00a0– What Ajoobaa wants other small businesses to know\u00a0<\/span><\/h3>\n

Ajoobaa initially sold their crocheted outfits only via large marketplaces.\u00a0And before that, they got their orders via Instagram<\/a>.\u00a0<\/span><\/p>\n

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A post shared by Ajoobaa (@ajoobaa.in)<\/a><\/p>\n<\/div>\n<\/blockquote>\n