Sanjana Ashwin: Reconnecting the World with Timeless Indian Handicrafts

Many of us, if we look back to our childhood, would remember our home’s wall being decorated with paintings of deities, carved wooden furniture, and metal diyas and lamps. Those were not just decorative pieces but the essence of our heritage. But somewhere along the way, we left those behind, and modern minimalism took its place. Fast furniture replaced family heirlooms, and printed pictures took over the space of hand-painted pieces. As our centuries-old traditions face the fear of being forgotten, there are a few platforms that are working to restore their pride and popularity among the masses. Tarang Arts has turned out to be one such sanctuary. The company is dedicated to preserving and promoting Indian handicrafts while supporting the artisans who keep these traditions alive.

Behind this brand leading the revival of Indian culture is a woman who believes in keeping traditions alive. For Sanjana Ashwin, Tarang Arts is about giving a stage to the artists to showcase their craftsmanship and help their work find a place in modern homes.

Tarang Arts: Preserving Indian Art, Empowering Artisans

Tarang Arts was born out of a passion for preserving traditional Indian art and culture and a passion to create a strong ecosystem for artisans to live with dignity and self-reliance. What started as a small experimental store in 2004 has since grown into a trusted name in the handicraft retail business. The store, now a chain of retail outlets under the name ‘Tarang’, quickly became a go-to destination for connoisseurs of classical art. Specialising in the exquisite Tanjore paintings, particularly the gem-studded variety, Tarang Arts also offers a stunning collection of handcrafted brass, bronze, wooden, stone, and metal art.

Over the years, Tarang expanded its offerings with the brand ‘Jangadi,’ which brings traditional silver jewellery to the modern world. Alongside its physical stores, the online platform hosts a curated collection of handpicked artefacts, making it possible for art lovers around the world to experience the brilliance of Indian craftsmanship from the comfort of their homes.

Tarang Arts envisions a world where Indian handicrafts receive the recognition they deserve, and artisans thrive with dignity and pride. The company is committed to showcasing the brilliance of skilled Indian artisans, ensuring their timeless creations find a place in homes across the globe. With a belief in the power of art to connect cultures and inspire generations, Tarang Arts strives to make Indian craftsmanship a source of pride worldwide.

The mission of Tarang Arts is to preserve, promote, and celebrate the legacy of Indian handicrafts by connecting global audiences to the brilliance of skilled Indian artisans. The company is not just selling art but building bridges. Through its Tarang Arts Promotion Council, it empowers artisans with visibility and connects them to urban markets, ensuring they can lead dignified lives. The team works closely with artisans to innovate and enhance products, meeting the tastes of a global market while preserving cultural heritage.

The Leap of Entrepreneurship

They say, “Jack of all trades, master of none, but oftentimes better than master of one.” That couldn’t be more fitting for Sanjana Ashwin. She was a brilliant student and a national-level golf player in her younger years. Her journey into entrepreneurship began in 2019, when she decided to take the plunge and work alongside her family, where they were diversifying into jewellery and handicrafts. Today, she leads the handicraft division at Tarang Arts and runs her own startup as well.

Reflecting on her early days in the business, Sanjana shares how it was a hands-on experience, working closely with artisans, customers, and suppliers. “It wasn’t an instant realisation, but over time, the more I was involved, the clearer it became that this was where I needed to be,” she says.

A major turning point came during the COVID-19 pandemic, when the sudden push for digitalisation across industries inspired her to create something of her own. She launched a drop-shipping startup aimed at providing an online platform to small-scale and middle-scale businesses. “Many didn’t understand the importance of digitalisation, so I set out to guide them and show them that it’s not only necessary but also beneficial,” she explains. Today, through this venture, she continues to help others find their footing in a digital-first world.

A Bespoke Collection of Handcrafted Excellence

Tarang Arts started with a simple yet powerful vision to keep Indian handicrafts alive and provide traditional artisans a dignified platform. “What really sets us apart is how we source our products,” Sanjana explains. “There are no middlemen involved. Our team, including the management, travels across India to find skilled artists and work with them directly. Every piece you see at Tarang is handmade and made in India.”

Tarang Arts is known for its rich collection, ranging from Tanjore paintings and intricately carved wooden sculptures to brass idols, home décor, and handcrafted furniture. They have an in-house workshop of over 50 artisans, and many of their pieces are designed and created under one roof. And although quality is their signature, it’s their ability to customise that truly sets them apart.

Customers often come to Tarang with specific requests inspired by temple visits or dreams, asking for a particular deity in a specific pose or colour. Sanjana and her team at Tarang ensure these visions are brought to life. From the expression on a sculpture’s face to the exact hand gesture of a divine figure, they make sure every detail matches the client’s request.

What further separates Tarang from others in the space is its hands-on approach to quality control and customer satisfaction. Every product sold is handpicked by the team. “We don’t compromise on finishing or detailing,” Sanjana explains. “And because we work directly with the artists, we can guide them through the customisation process and make sure the end result is exactly what the customer envisioned.”

Beyond the product itself, Tarang takes pride in its direct relationship with artisans. The team travels across India, seeking out talented artists who often lack a platform or market access. By partnering with them directly, Tarang not only supports their livelihood but also helps preserve and promote their craft.

Balancing Modernity and Tradition

Over the years, Tarang Arts has witnessed noticeable shifts in customer preferences. When Sanjana joined the business, she observed a clear change. “Earlier, the market moved towards a more modern, polished look. But now, people are returning to traditional designs and finishes,” she notes.

Take Tanjore paintings as an example. Once known for their rich, antique finish, these artworks went through a wave of modernisation, featuring brighter colours and glossy gold foils. Today, however, there’s a growing demand for the older, rustic style of the original craftsmanship. Recognising this shift, Tarang Arts now offers both traditional and contemporary versions of their products, giving clients a wide range to choose from.

Their clientele, predominantly aged 35 and above, includes homeowners, art collectors, temple committees, and NRIs looking to bring a piece of Indian heritage into their homes. While the younger generation is still warming up to handcrafted Indian art, Sanjana believes their interest will deepen with time and exposure. For now, the brand continues to cater to those who already appreciate the cultural and spiritual significance behind each handcrafted piece.

Breaking Stereotypes

Like many second-generation entrepreneurs, stepping into her father’s shoes has not been easy for Sanjana. Being a young CEO came with its own unique set of challenges. One of the first challenges she faced was navigating the generational gap between her and the staff and her dad. “The way I think and the way my father or some of the senior staff think, it’s just different,” she shared in a candid moment. Aligning visions, introducing new ideas, and getting everyone on the same page took time.

Most of the staff had been with the company for years. Introducing modern practices wasn’t always welcomed right away. It took effort to earn their trust. It helped that she never separated her personal and professional values. “I don’t maintain a different personality in the office or at home. Every day is a learning session for me,” she often says. So even when things got tough, that authenticity helped her stay grounded.

Another challenge was the quiet scepticism she faced as a young woman leading an established business. People have trouble believing she would stay the course. “It takes a little more time for people to take you seriously,” she’s admitted. But over time, consistent action, transparency, and a steady focus on growth helped her gain their confidence.

Learning how to read the market and how to communicate with artisans in a way that made them feel respected – these were lessons that came only with experience, and Sanjana took them head-on. Another key to her approach has been structure. Whether dealing with financial, operational, or strategic hurdles, she turns to simple, effective tools to stay clear-headed. “I always put a SWOT analysis in front of me before making any decision,” she says.

Leading Alongside Her Team

As a young leader, Sanjana has an energetic and forward-looking approach to leadership. She is someone who thrives on momentum and refuses to let time go to waste. Once she has a goal in mind, she ensures that her entire team is aligned and moving in the same direction. “I don’t like to waste even a single minute,” she says, and that sense of urgency has become a core part of the culture she fosters at Tarang Arts.

Whether facing failure or success, Sanjana believes in standing firm and moving ahead with her team. “Just because you fail in something doesn't mean you can stop or take a step back and doubt yourself,” she says. “Every day is like a learning session for me.” She also leans on guidance and often turns to her board of directors and senior advisors for guidance.

At the core of it all, Sanjana credits her father as her biggest mentor. His ideas, vision, and feedback have played a pivotal role in her journey. His ideas, vision, and steady feedback have served as a compass for her decisions. Even as she brings fresh energy and modern thinking to the business, she holds his values close, creating a leadership style that’s both dynamic and grounded. Most importantly, Sanjana isn’t a top-down leader. She believes in walking the path alongside her team.

What Lies Ahead for Tarang Arts

Looking ahead, Sanjana has a clear vision for Tarang Arts. She’s working towards making the company a pan-India presence while also building a globally recognised brand promoting India’s rich artistic heritage. For Sanjana, success isn’t measured in titles or milestones, but in how far she can take the brand that her father once started out of sheer passion. “The ultimate goal is to take Tarang Arts to the next level and maybe even see it in the Fortune 500 list soon,” she says with quiet determination.

Leadership Mantra

“If there’s one thing I’ve learnt, it’s to not let fear hold you back,” Sanjana says. “I see a lot of young people either doubting themselves too much or being a bit too laid-back. But you can’t grow if you’re stuck in that mindset. Just follow the path your mind leads you to, even if it feels uncertain. You might fail ten or even a hundred times, but keep trying because that’s how you find what truly works.”