Toje is a unique startup founded by Nirmala and her daughter Monika, a mother-daughter duo dedicated to integrating handmade crochet products into everyday life. Launched in 2022, Toje offers a diverse range of sustainable, handcrafted items that beautifully combine aesthetics with functionality. Their product lineup includes bookmarks, book sleeves, and home decor items like torans and flowers, all made from eco-friendly materials such as cotton and yarn. The brand is rooted in a cherished family tradition and aims to provide sustainable, practical products that add a personal touch to your home and lifestyle.
From Family Legacy to a Startup Dream
Toje’s journey began with a deeply personal story. Nirmala’s mother, who is also Monika’s grandmother, was an avid crochet maker. After her passing, Nirmala found solace in continuing this craft. What started as a hobby for healing soon transformed into an entrepreneurial venture.
As Nirmala faced personal challenges, including relocating for medical treatment, she continued crocheting to fill her days with positivity. A local exhibition provided their first taste of business success, with orders coming in and inspiring the idea that this family tradition could evolve into a full-fledged business.
Monika’s desire to keep this legacy alive led to the launch of Toje. Today, the brand not only honors their family’s artistic heritage but also creates opportunities for women in rural areas, employing four to five women to help meet the growing demand for their unique handmade products.
Handmade Products for Everyday Use
Toje stands out in the market with its emphasis on creating everyday products that are both beautiful and practical. The brand’s unique selling proposition (USP) lies in its sustainable approach to crafting useful crochet items. From stationery accessories like bookmarks and book sleeves to home decor such as torans and flowers, every product is made with eco-friendly materials like cotton yarn. The brand’s focus on sustainability extends to its packaging, especially for its stationery products, aligning with its mission to provide customers with environmentally responsible options.
The personal touch behind each product resonates with customers, offering them a connection to a craft that has been passed down through generations. In a world of mass-produced goods, Toje’s crochet items add warmth and individuality to any space, making them popular across Pan India. Their range of handmade products has earned glowing reviews, with many items consistently receiving five-star ratings on e-commerce platforms.
Overcoming Challenges and Looking Ahead
Toje, like many startups, has encountered a number of challenges. As a bootstrap venture, Monika manages her job while funding the business, investing her salary into growing the brand. Despite these obstacles, Toje has experienced steady growth, particularly after partnering with Amazon. What began as a few orders from exhibitions has quickly transformed into a steady stream of online customers, with the brand now having served over 250 clients. This remarkable growth, driven by word-of-mouth and high product ratings, highlights the increasing demand for Toje’s sustainable and handmade offerings.
Looking ahead, Toje aims to make a greater impact by creating job opportunities for 100 women, particularly those from rural areas. The brand intends to expand its workforce and increase production, focusing on empowering women through crochet. This initiative will provide them with a platform to support their families while preserving a cherished craft. Toje is not just a business; it is a movement that promotes sustainability, empowerment, and the joy of handmade creations.
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