In a proud moment for the Northeast, Barsha Sharma, owner of Ezaar Collective LLP, has been featured on Jio Hotstar in a nationally broadcasted startup tale, which drew much-needed media attention to a homegrown product dedicated to handcrafted innovation and sustainability.
The segment, part of a show on entrepreneurship sponsored by Britannia, not only gave voice to an emerging woman entrepreneur but also highlighted a distinctive business model based on upcycling and eco-friendly living. For Barsha, being chosen as the sole entrepreneur from Assam among lakhs of applicants across the country has been a humbling and life-changing experience.
Barsha started off in the course of her one-on-one interview with Business Northeast (BNE). "It's a great honour to be showcased on such a grand platform as JioHotstar. Our startup, which started off in a humble home studio, is now being recognized at the national level, and I feel this visibility will take us to audiences way beyond Assam."
The choosing process was very competitive. It is said by Barsha that the competition was flooded with lakhs of online applications from start-ups from India. After shortlisting through stringent screening, merely a few applicants were chosen and Ezaar Collective was the only one that made it, representing Assam.
"It gave us a better organization of our business," she said. "We knew we had to pitch perfectly. It wasn't about getting picked, but bringing our work forward in the correct way to a national market."
Looking back at their journey, Barsha explained how Ezaar Collective has grown. "The last time you spoke with me, we were still working out of our home. Today, we have our own studio and experience centre a place where customers can not only shop but also have a cup of coffee with me and experience the story behind each product."
Ezaar Collective handcrafts lifestyle accessories from upcycled material providing second life to what would otherwise be waste. From laptop bags and pouches to diaries and coasters, all of their products have a green story to share. Starting with as few as 3-4 SKUs, the brand currently has over 30 lines of products, satisfying fashion-forward customers as well as corporate buyers.
"Our new product line consists of corporate diaries, folders, and laptop bags. For daily users, we have scrunchies, makeup pouches, sanitary pad carriers, and so on. Every product is made to be fashionable, functional and, most importantly, sustainable," Barsha said.
The startup has also begun expanding its retail footprint. “We started with local retail, but now we’re looking beyond Assam. We’ve received a thumbs-up from Jaypore, an Aditya Birla Company and proposals from Amazon Karigar a brand for artisan products,” she revealed.
With this momentum, Ezaar Collective is exploring partnerships with premium e-commerce platforms like iTokri and others that align with their ethos of sustainability and conscious consumerism.
“Each of our handcrafted products carries a purpose,” she said. “We are not just selling bags or pouches. We’re offering a lifestyle choice that reduces waste and promotes mindful living.”
In the financial year just gone by, Ezaar Collective recorded revenues of Rs 11 lakhs. With their new studio space and expanded reach, Barsha hopes to triple their revenue this financial year.
Now that we have the right set-up, we are looking forward to receiving both retail and institutional visitors. We're also scaling up our bulk manufacturing, particularly of corporate gifting solutions using eco-friendly products. Storage had previously been a logistics issue, but with the new facility, Ezaar Collective is now equipped to handle greater inventories and deliver bulk orders with ease.
Barsha credits her growth to the support she’s received from brands across Assam.
“Last week alone, a reputed brand donated 10 kgs of waste material to us. We’re currently working with 15-16 prominent handloom and apparel brands in Assam. These partnerships are not only helping us source material but also spreading awareness about the upcycling movement.”
She continued that her business has become the go-to answer for businesses who do not know what to do with their industrial waste. "They can either donate or ask us to transform their waste into custom sustainable products. That's the type of circular economy we are attempting to create."
Barsha's business experience has not been free of challenges. Having been used to the disciplined corporate lifestyle in Delhi, adapting to the more relaxed pace and less formalized work culture in Assam was a huge challenge.
"First, getting people to work professionally and punctually was difficult," she conceded. "You need to build your team, develop them, and make them feel like they own it. It's a slow process but highly gratifying."
ALSO READ: Yak Genome Breakthrough Opens Path for Livestock Innovation, But Market Linkages Remain a Challenge
Another significant obstacle was financial. "A steady salary was replaced by uncertainty. There were days of self-doubt. But if your mind is trained and your goal is clear, you keep going," she said with quiet determination.
Barsha is also leveraging her platform to promote sustainable living. Through Ezaar Collective's social media and blogs, she hopes to inform consumers about the need for eco-friendly practices.
In a city like Delhi or Bangalore, sustainable means are the only thing. Over here in Assam, individuals are slowly gaining awareness, but we have much to catch up on. And that's the reason why I would like to use every avenue of communication within my reach so that individuals are able to see why it is important to shift to sustainable goods and not an extravagance.
She strongly feels that sustainability is not only a fad, but a looming imperative. "Soon, it will no longer be voluntary. The world is moving towards a sustainability mandate. The sooner we adjust, the better."
Ezaar Collective's path from a humble home studio to national presence is not only an entrepreneurial tale of triumph it's a demonstration of the strength of passion, grit, and intention. As Barsha gets set to bring her brand to fresh marketplaces, she remains anchored in the values that launched it all.
Her farewell message was hopeful and motivational: "I can do my bit, but I hope more people start understanding the importance of sustainable living. Every small change in behaviour helps us build a cleaner, greener future."
With companies like Ezaar Collective at the forefront, the future of Northeast India's startup scene definitely appears bright and proudly green.
FIRST Business Portal addressing the potential of business capability of North East Region.
