ET: Zishta claims to be deeply rooted in traditional craftsmanship. Could you explain how the concept for Zishta developed and what motivated you to focus on heritage cookware?
Archish Mathe Madhavan (AMM):
Our grandparents and parents were our true inspiration. Though we—the three founders (Meera Ramakrishnan, Archish Mathe Madhavan and Varishta Sampath)—were exploring various business ideas, we all shared a deep passion for starting something with a focus on craft and our roots.Meera recalled stories of her father taking her around her hometown, showcasing different craftsmen whom he believed would not last another few decades. These stories inspired Varishta and me to take a road trip and meet artisans across Tamil Nadu who specialised in traditional kitchen products. I started blogging about our experiences and received numerous responses, asking where to find authentic cookware. This interest helped us crystallise our business idea—to focus on handcrafted kitchen products that reconnect people with their roots.
ET: What kind of products are available under cookware?
AMM: We offer an extensive range of traditional cookware that highlights the rich heritage of India. Our collection includes cookware made from various natural materials and metals, ensuring both authenticity and functionality. Some of the key categories include clay cookware, soapstone cookware, Longpi pottery from Manipur, copper cookware, brass cookware, bronze cookware, and tin cookware. Zishta is a one-stop shop for these traditional cookware items, each designed to bring a touch of heritage and natural goodness to your kitchen.
ET: What is your model for sourcing and sales?
AMM: We started Zishta in 2016 with a focus on reviving traditions. We aim to engage, educate and empower our consumers by sharing traditional wisdom, facilitating the use of these traditional products, and integrating them into their daily lives. We focus on traditional clusters. Currently, we are working with over 650 artisans from 15 states.
Our sales channels are mainly on our website, and we have three retail stores—one each in Bengaluru, Chennai, and Hyderabad. We also sell on Amazon and partner with online sellers in the UK and the USA.
ET: How does Zishta zero in on an artisan to be associated with?
AMM: We prioritise working with artisans who have been honing their crafts for generations, ensuring that the products we offer are rooted in tradition and authenticity. Our process begins by identifying skilled artisans from specific clusters known for their craftsmanship. We then collaborate closely with them to refine designs and create products that align with modern usage while staying true to their heritage.
Once the products are developed, we test them extensively for functionality and quality, both at our homes and in our facilities. Following these practical tests, the products undergo stringent safety checks, including ROHS and composition testing to ensure they are free from lead and heavy metals. We select only those artisan clusters and products for our collection that meet our high standards for quality, safety, and authenticity.
ET: Scaling from 20 artisans to more than 650 is a significant achievement. What strategies or events contributed to this growth?
AMM: When we started Zishta, we were committed to building a sustainable business rather than chasing top-line growth with a cash-burn approach. This decision helped us gain the trust of our artisans, who supported us during the early years.
The Covid-19 phase marked a critical turning point. Post-pandemic, as people sought healthier cooking options at home, Zishta positioned itself as an authentic source of traditional cookware. Customers placed orders without knowing when we could deliver, and we, in turn, provided advances to artisan clusters that were struggling. The financial support generated goodwill, attracting more artisans to approach us directly. And the period played a crucial role in expanding our business and strengthening our artisan network.
ET: How does the company ensure quality?
AMM: Quality is our top priority and a key differentiator. Each product undergoes thorough testing, including heavy metal and safety checks, to ensure the highest standards. Our quality assurance process involves a comprehensive 10-step evaluation to guarantee both aesthetic appeal and functionality. While we embrace the unique nature of handcrafted products, we ensure that imperfections do not compromise quality.
Our customer support team, including expert guides, proactively assists customers throughout the purchasing journey. This personalised assistance helps ensure that customers make informed decisions.
ET: How much interest is there in these products, and where is it coming from?
AMM: After the Covid-19 pandemic, there’s been a growing focus on healthier lifestyles, with many individuals embracing traditional practices and cookware for their health benefits. Natural materials, such as clay, brass, copper, and soapstone, are gaining popularity because of their ability to enhance flavour, retain nutrients, and avoid harmful chemicals.
The demand for traditional cookware is significant in India’s top cities, like Mumbai, Delhi, Bengaluru, Chennai, and Hyderabad, where consumers are increasingly prioritising sustainability and wellness. Additionally, there’s rising interest from international customers, particularly in regions with large Indian communities, seeking authentic and eco-friendly products.
ET: The e-commerce model is not very cheap. How does the company ensure unit economics?
AMM: As a bootstrapped venture, we focus on maintaining lean operations to optimise unit economics. Our primary goal is to maximise returns on every rupee spent by carefully managing key expenses—product cost, shipping, and marketing.
We have implemented cost-effective strategies to reduce overheads at various levels. For instance, we’ve optimised our supply chain and partnered with reliable logistics providers to reduce shipping costs. On the marketing front, we focus on targeted campaigns and efficient digital strategies to minimise spending while maximising reach and conversions.
By keeping operational costs low and continuously improving efficiency, we ensure that our unit economics remain strong in a competitive e-commerce environment.
ET: What is your revenue target for this fiscal year?
AMM: We expect to close this fiscal year with a revenue of Rs 15 crore. Our focus has always been on sustainable and profitable growth. Despite taking a conservative approach, we’ve achieved a steady growth rate of over 40% (CAGR) in the past three years, driven by increased demand for our products and efficient operations.
ET: What’s next for Zishta? Are you looking to expand your artisan network, introduce new product categories, or enter global markets?
AMM: The future for this segment is extremely promising. In the coming years we plan to expand beyond kitchenware…to include home décor and pooja essentials. Our goal is to reach at least 1,000 craftsmen within the next two to three years.
We are also targeting international markets, particularly the US, by building supply chains to serve the Indian diaspora. Recently, we launched a kansa (Indian bell metal or bronze) cookware range, which has been well received by our customers. We will continue to fill gaps in the kitchen, table, and dining categories while reviving essential products from India’s rich history.
