House of Locals: Blending Tradition With Modern Design For Sustainable Artisan Jobs

Northeast India’s entrepreneurial ecosystem has been growing rapidly, and House of Locals is among those rising as a reassurance of sustainable craftsmanship and innovation in the region. Founded by Swagata Gautam, the brand perfectly blends traditional craftsmanship with modern design, creating a meaningful impact for both artisans and consumers.

In this exclusive interview with Business North East (BNE), Swagata Gautam shares her journey as an entrepreneur and her dreams for the future of sustainable projects in the area.

Excerpts from the interview:

BNE: What inspired you to combine sustainable and traditional handcrafted products with modern designs to empower artisans?

Swagata Gautam: House of Locals was born from a deep appreciation for India’s rich artisanal inheritance and a wish to bridge the gap between traditional craftsmanship and modern design. The Northeast, in particular, has huge talent, but artisans often lack entree to larger markets. We aim to create products that blend legacy with functionality while ensuring a sustainable living for artisans.

We aim to make handcrafted products more relevant for today’s global spectators by explaining projects while conserving genuineness.

BNE: How was your experience at the Northeast Business Conclave 2.0, and how did it impact you?

Swagata Gautam: I'm excited and grateful to receive the 2025 Start Up Award at the Northeast Business Conclave 2.0. Acknowledgement like this is crucial for fostering a flourishing startup ecosystem and ideas. Northeast Business Conclave 2.0 has helped me connect with the business community and highlight the importance of innovation. It has encouraged me to continue inspiring the artisanal community and Northeast craftsmanship. My vision is to uplift the artisanal community through design, and this acknowledgement strengthens that commitment.

BNE: How are you planning to scale up your business in the near future?

Swagata Gautam: I aim to expand our workforce, encourage more local talent and connect Assam’s craftsmanship with mainstream design. Scaling up means creating sustainable economic chances and positioning Northeast design on national and global stages.

BNE: What advice would you like to give to entrepreneurial aspirants?

Swagata Gautam: My advice to would-be entrepreneurs, especially from Northeast India, is to have clarity about their startups. Focus on solving real problems and safeguarding your product stands out. Strong labelling and discernibility are key to growth, as is cooperating with like-minded people and staying adjustable and dependable.

BNE: How many artisans are involved with your brand?

Swagata Gautam: At present, over 50+ artisans across various clusters, particularly in the Northeast, work with us. Our network continues to grow as we expand our product lines and alliances, ensuring sustainable employment and skill development occasions for local artisans.

BNE: What makes your products unique compared to other similar entrepreneurs?

Swagata Gautam: Our individuality lies in design novelty, sustainability, and community impact. We do not just sell handcrafted products; we reimagine them for modern living. Every piece is a thoughtful blend of tradition and contemporary aesthetics, crafted using sustainable materials. Moreover, we prioritise active participation from artisans, fair trade practices, and eco-conscious production, setting us apart in an increasingly competitive market.

BNE: How do you feel about winning the StartUp Award by Business North East?

Swagata Gautam: I feel honoured and intensely thankful. Acknowledgements like these validate our efforts and provide a platform to showcase the potential of handcrafted products from the Northeast. More importantly, this award is a win for the artisans we work with—it reinforces our mission to bring their craft into the mainstream market and create a sustainable business model.

BNE: Tell us about your association at Ambani’s wedding. How did you get associated?

Swagata Gautam: It was an incredible experience to contribute to such an impressive event. Our work got noticed for its craftsmanship and uniqueness, which led to this collaboration. It reaffirmed the demand for high-quality and sustainable handcrafted products in luxury spaces. We got this order through a previous client (from Instagram).

BNE: Can you share more about your other impressive clientele?

Swagata Gautam: We have had the privilege of working with several esteemed clients, including Reliance Industries, Sonam Kapoor, Tata, SMOOR Chocolates, and many more. Our handcrafted designs have been featured in several high-end magazines. Associations like these help bring Northeast craftsmanship to a broader audience and strengthen our artisan ecosystem.

BNE: How has your education helped you achieve success?

Swagata Gautam: I graduated from NIFT and my education has played a noteworthy role in shaping my approach to business and design. Through various jobs, I have learned essential management skills. Business is something I have had to learn along the way, experiencing the ups and downs that teach valuable lessons. Every business is different, but with good intent and perseverance, we have been able to survive in this challenging industry.

BNE: Can you share your incubation journey?

Swagata Gautam: Our incubation journey was transformative. Being part of Assam Startup, NRL, and IIMCIP gave us access to valuable industry visions, networking chances, and the guidance needed to scale House of Locals effectively. It also strengthened our business model and marketing plans.

BNE: What are the opportunities and challenges for women entrepreneurs in Northeast India?

Swagata Gautam: The Northeast has a strong tradition of women-led businesses, but scaling beyond regional markets remains challenging. Access to funding, market connections, and digital exposure are some barriers. However, there are incredible occasions in sustainable crafts, tourism, and digital entrepreneurship. 

Women entrepreneurs can drive economic and social impacts with the right support.

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BNE: Are you satisfied with the opportunities the government of Assam provide entrepreneurs, especially women?

Swagata Gautam: The government has taken praiseworthy steps, such as startup grants and skill development programs, but there is still room for development. More funding access, market exposure, and mentorship programs tailored for women entrepreneurs can meaningfully enhance business growth. Policies that ease logistics and exports for handcrafted products would also be beneficial.

BNE: How are you joining the latest technology and innovation into your business?

Swagata Gautam: We integrate technology at every level, from design prototyping with digital tools to using e-commerce and social media marketing. We emphasise sustainability by using eco-friendly materials and improving production efficiency. Scaling through digital platforms allows us to reach a broader audience while maintaining our artisan-first approach.

BNE: What are your future plans?

Swagata Gautam: We aim to expand House of Locals nationally and internationally and take Northeast craftsmanship to a global stage. We plan to onboard more artisans, introduce new product lines and reinforce our digital presence. Sustainable scaling, impact-driven growth and continuous novelty will always remain at the heart of our journey.