Tell us the story behind Amma Ki Almari?
I got married at quite a young age and my life has always revolved around my husband and six kids and now 10 grandchildren. Stitching clothes for my kids and crocheting knick-knack for them is something I have been doing all my life. Whenever a child is born in my family I make something for the baby, it is almost like our family tradition. Since all my kids are settled now I decided to use the excess time on my hands and turn my hobby into a business. On my 73rd birthday, with the help of my daughter Girija, I decided to take things ahead. My daughter set up a Facebook page for me and she came up with the name ‘Amma Ki Almari’. Her reasoning was simple; everyone at home calls me Amma and I have this old rosewood almirah which is even older than me. My husband I bought it in 1970s during an auction and it has been there with me ever since. So I guess the name perfectly defines me!
How difficult it was for you to break into the new-age market at the age of 73?
Surprisingly it was not difficult at all. Social media has played a huge role in helping me promote the business and although I am not a computer savvy person my children have helped promote my business through their own friends and acquaintances. All my children shared my designs on their Facebook walls. Locally. my neighbours were quite interested in my work and they started giving me orders and it just grew from there.
What is your biggest inspiration while crocheting?
Anything and everything inspires me. I see a lot of TV serials and if I see anything there, even casually thrown around in the background I look for it and add my own touch to it. I also get inspired during my travels. I pick up elements from different cultures and combine it in my own design. Seeing the world at this age has been an eye opener. There is so much out there to learn and to teach. In fact my eldest grandchild who lives in America claims that he is the driving force behind my business. While I was visiting him he took me around to various crochet shops out there, which gave me the idea to start Amma Ki Almari.
What is your first memory of crochet?
When I was in class seven I started doing crochet. We had it in school and it caught my attention. I also learnt knitting, stitching, and tatting but crochet was the one which excited me the most. I used to love making crochet flowers and incorporating them in my designs. I went on to study the art of crochet and then I also did an year long course learning the tricks of the trade.
We know it’s hard to choose but which of your designs do you love the most?
I have always been clear that I don’t want to make run-of-the-mill things when it comes to crochet. So I started making these photo frames and crochet bottle carriers which were a big hit. I also love the crochet cushion covers and sofa throws that are also available at Amma Ki Almari. One thing that really stands out in my memory is a crochet Ganpati. My daughter still has that, framed in her house.
You have broken the stereotypes when you started a business at the age of 73. How does it feel to be such an inspiration?
I feel very good about it. I think that it is never too late to start. You can be of any age and achieve whatever you want in life. Each day is a new opportunity to begin. At 73 I don’t think I started out too late. It was the perfect time for me.
Tell us about a regular working day for you.
My daily life is full of people coming home and spending time with me. I stay with my daughter Girija while my another daughter lives two blocks away. We all get together, cook, work and generally have a party every day 🙂
So what are your future prospects for Amma Ki Almari?
I want to own a shop one day. I would prefer standing behind the counter selling the products to people who visit my shop. That is my dream.
What is the one piece of advice you would like to give to women entrepreneurs in India?
I believe that you need to nurture the talent you have and let it grow and evolve. Being an entrepreneur has enabled me to earn respect and be financially independent. Unfortunately in India widows are not encouraged to have their own lives. Just because your husband is gone, doesn’t mean your life is over. I don’t feel that a man can define a woman. She can be her own person and if she has the skills to start her own business she should just do so irrespective of her age. Everything just falls in place one you start, trust me.
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