Jamshedpur Woman Launches Platform to Empower Tribal Artists & Democratise Art In India; Aims To Cross ₹1 Cr Revenue By This FY

From the bustling lanes of Jamshedpur, nestled between industrial landscapes, a quiet revolution is being led.

Sweta Singh, a former corporate professional, has built a thriving startup, Abiraa, which is not just offering art but also redefining how India perceives and values its cultural heritage.

What began as a heartfelt endeavour to support tribal artisans in Jharkhand has now evolved into a vibrant pan-India platform that merges tradition with contemporary demands.

This is the story of Abiraa—a story of perseverance, social innovation, and a commitment to preserve India’s rich tribal heritage.

Sweta’s Journey To The Tribal Heartlands Of India:

Sweta Singh, originally from Prayagraj, Uttar Pradesh, had always excelled in her professional life. With an electronics engineering degree and an MBA from Symbiosis-Pune, she worked for over a decade in global corporations, navigating boardrooms and business strategies.

Married to Shekhar Singh, a well-known industrialist with an MBA from Symbiosis & XLRI, Sweta eventually moved back to Jamshedpur from Singapore to join her husband's generations-old mining business.

But destiny had different plans. In 2016, during a visit to a remote mining village of Jharkhand, Sweta witnessed first-hand the struggles of tribal communities.

With mines shutting down and livelihoods at risk, these artisans, once creators of intricate crafts, were left searching for sustenance. A small gesture—a tribal family gifting her a handmade art piece—planted the seed of a grand vision.

“Their generosity touched me deeply. Here were people struggling to make ends meet, yet offering their art with such pride. I knew then that I had to do something,” recalls Sweta Singh, the founder & CEO of Abiraa, during an exclusive interview with Startup Pedia.

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The Genesis Of Abiraa:

In 2017, with just ₹1 lakh initial investment and a dream, Abiraa was born. The initial goal wasn’t to build a business; it was to create a platform where tribal artists could showcase their crafts, connect with buyers, and earn a decent livelihood.

However, Sweta soon realised that to make a lasting impact, Abiraa had to be more than a passionate social project—it needed to be a professionally run entity.

For Sweta, Abiraa’s mission was clear: to democratise art in India. Sweta envisioned a world where tribal art wasn’t confined to galleries but could find a place in every home, office, or public space.

Today, Abiraa has become an integral part of the ever-growing Indian startup ecosystem and offers over 300 unique products crafted by more than 150 tribal artisans across India.

Its portfolio spans corporate gifts, paintings, customised souvenirs, home décor, handicrafts and jewellery, all rooted in over 22 traditional art forms such as Dokra, Sohrai, Madhubani, etc.

Challenges In The Early Days:

Abiraa’s journey has been anything but smooth. Sweta faced multiple challenges in the initial years:

> Skepticism Among Artisans: Tribal communities were wary of outsiders. Building trust was a slow process, requiring Sweta to immerse herself in their world, visiting villages and spending time with artisans.

“Tribal artisans saw my sincerity when I didn’t just talk but acted—by organising free art workshops and providing financial support for materials,” Sweta shares with Startup Pedia.

> Creating Market Awareness: The Indian art market, though vast, was highly fragmented. Tribal art was undervalued and often mistaken for low-quality craft. Sweta solved this problem by educating potential clients about the cultural significance of each piece.

> Financial Constraints: With no external funding, Abiraa was bootstrapped. Sweta optimised resources and forged partnerships with large corporate organisations like the Tata Group and a few banks for support and also to secure bulk orders, ensuring steady income for artisans.

The startup's focus on quality, ethical sourcing, and social impact resonated with corporate clients seeking meaningful gifting solutions.

> Changing Artisan Mindsets: Many artisans had abandoned traditional crafts for menial jobs. Sweta’s challenge was to reignite their passion for art while adapting their designs for modern markets.

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Abiraa’s Pivot During Pandemic:

The COVID-19 pandemic was a major blow to businesses worldwide, and Abiraa was no exception.

Corporate orders dried up, supply chains collapsed, and artisans faced the grim reality of unemployment. But Sweta didn’t let the crisis break her resolve. Under Sweta’s leadership, Abiraa fully embraced digital transformation.

The startup launched an online store, enabling artisans to showcase their work globally. Social media platforms became tools for storytelling, allowing customers to connect with each artisan’s unique journey.

“The pandemic taught us resilience. It pushed us to innovate and explore new avenues, mainly in the digital world,” shares Sweta.

Today, Abiraa has emerged stronger, with over 10,000 individual clients and a robust corporate gifting segment contributing 80% of its ₹50 lakh annual revenue.

Abiraa’s Socio-Economic Mission Of Empowering Tribal Artisans:

Abiraa is more than an art startup; it’s a movement for change. By offering fair rates & wages, skill development programs, and sustainable livelihoods, the platform uplifts tribal communities from the margins.

“Our goal is to create a sustainable art ecosystem where artisans don’t just survive but thrive,” Sweta explains.

Abiraa’s commitment goes beyond business. The brand reinvests a portion of its profits into community initiatives such as free art education and skill training.

Young tribal artisans are mentored to carry forward their heritage, ensuring the survival of ancient techniques like Dokra casting and precious art forms like Santhal, Sohrai, Khovar, etc.

Every art piece from Abiraa tells a distinct tale. For instance:

> Sohrai Art celebrates harvest rituals and fertility, painted with natural colours.

> Dokra Sculptures, crafted using an ancient metal-casting technique, symbolise protection and harmony.

> Madhubani Paintings, rich in mythology, connect viewers to India’s spiritual traditions.

Ranging from ₹250 to over ₹75,000, these products cater to all audiences, making art accessible while preserving its authenticity.

“Our goal is to democratize art in India, making it accessible to all. We want to create a world where art is not just admired but appreciated and patronised by regular folks,” Sweta states with confidence.

The Vision Ahead:

Abiraa’s journey is far from over. Sweta has ambitious plans for the future, including:

> Expanding product lines into home décor and personalised gifts.

> Enhancing the online shopping experience with technologies like augmented reality (AR).

> Exploring international markets to introduce Indian tribal art to a global audience.

> Collaborating with influencers and participating in art festivals to increase brand visibility.

Abiraa might also consider external funding to scale its operations. Sweta envisions collaborating with social investors and launching crowdfunding campaigns to continue the startup’s social mission.

The success witnessed by Abiraa is a testament to the transformative power of art. What began as one woman’s dream has grown into a thriving social enterprise that bridges the gap between tradition and modernity.

By empowering artisans, celebrating heritage, and creating economic opportunities, Abiraa is already reshaping the future of India’s art landscape.

As India's art and handicrafts market is projected to reach US$ 7,817.8 Million by 2032, Abiraa is poised to play a significant role. With the changing attitudes toward preserving, supporting, and buying authentic Indian tribal art, it is well-positioned to capitalize on the growing market.

As Sweta eloquently puts it, “Art has the power to heal, inspire, and transform. With Abiraa, we’re not just offering products—we’re sharing real stories and changing lives through the power of art.”

In a world racing towards modernity, Abiraa stands tall as a reminder of the richness of India’s past and the possibilities of its future.

For anyone who believes in the beauty of tribal culture and the strength of the artisanal community, Abiraa is more than a startup; it’s a beacon of hope.