In a world where product differentiation is increasingly challenging, one Indian brand has found a powerful recipe for success by merging art with everyday lifestyle items.
Have you ever picked up a product and felt an immediate emotional connection to it? That’s precisely the magic Neha Purohit & Ankit Jain, founders of Kalankit, have tapped into with their innovative business model that’s reshaping how consumers interact with everyday items while simultaneously creating sustainable income streams for artists across India.
Kalankit isn’t just another lifestyle brand—it’s a creative ecosystem where art meets functionality. Founded in 2021, the brand’s name itself reveals its mission: combining the Sanskrit words “Kala” (art) and “Ankit” (impression), literally meaning “Imprinting Art.” This philosophy extends beyond marketing; it’s embedded in every aspect of their business strategy.
The brilliance of their model lies in its simplicity: artists create designs, and Kalankit handles everything else—from production to quality assurance to distribution. This arrangement solves two significant market problems simultaneously. For artists, it provides a reliable monetization channel without the complexities of manufacturing and sales. For consumers, it offers products with soul and story in a market flooded with generic options.
Within their first year of operation, Kalankit collaborated with over 50 artists through various initiatives, including workshops, talk shows, and art residency programs. Their product lineup spans handbags, crossbody slings, laptop sleeves, passport holders, and home décor items like planter covers—each featuring unique artwork that transforms functional items into conversation pieces.
What’s particularly noteworthy for founders is how Kalankit has aligned ethical practices with business growth. Their commitment to vegan, cruelty-free materials appeals to the growing conscious consumer segment, while their direct-to-consumer approach helps maintain both quality control and healthy margins.
For founders, Kalankit offers valuable wisdom: find untapped collaborative opportunities within your industry, create platforms that empower others while building your brand, and recognize that today’s consumers increasingly seek products with meaning and story. Their success demonstrates that commerce and creativity can coexist profitably while building communities around shared values.
As we navigate increasingly competitive markets, brands that foster authentic connections—between creators, products, and consumers—are positioned to thrive in ways purely transactional businesses cannot.
