India is a land where every piece of art or handicraft carries a story, a reflection of our rich cultural heritage.These crafts echo the emotions and memories of our childhood, bringing to life the tales of simpler times.
However, as the market grows and plastic toys dominate our shelves, the true essence and emotion behind traditional toys are fading. The warmth and sustainability that once defined them are being replaced by cold, mass-produced alternatives.
Meet the solopreneur Priyanka Chugh who has not only succeeded in preserving this true essence through her visionary project, Ek Taara Toys, but also celebrates every child with unique designs that capture the pure essence of their childhood.
The Idea Behind Ek Taara Toys
After graduating from NIFT, she spent nearly five years working with various brands and designers. Despite the long hours, she felt a persistent hunger for more knowledge. Eager to expand her understanding and explore new horizons, she enrolled in a part-time MBA program. But even that wasn’t enough—she aspired to achieve something greater.
In 2012, she seized an incredible opportunity when she was awarded the J N Tata Scholarship. This prestigious scholarship opened the doors to Polimoda in Italy, where she pursued a double master’s degree in brand management.
Priyanka Chugh’s entrepreneurial journey began in 2014-15 with her textile brand, but like many businesses, it was disrupted by the pandemic. But, Priyanka was determined to start anew and take her business to greater heights.
Recognizing the growing importance of personal touch, thoughtful gifting, and celebrating individuality during the pandemic, she embraced the crochet technique.
Starting with just Rs 10,000 and a deep commitment to aesthetics, Priyanka built her business from scratch. With a vision to build products which are 100% handmade and sustainable,aiming towards building a cleaner future and toys that could be passed on to the next generation, she started her dream brand “Ek Taara Toys”.
Starting from selling exclusively on Instagram during the pandemic, they have now expanded to 10 platforms, both online and offline.
Despite being the only woman, she faced numerous challenges but remained resilient. She travelled alone to meet artisans and personally sourced raw materials, demonstrating her dedication and drive.
The Rise of Ek Taara Toys
Within just five days of launching her business, Priyanka received her first order, marking the beginning of her organic growth on Instagram. She describes her creations as cute, cuddly, and colorful which are crafted using the Amigurumi technique, a traditional Japanese crochet method
Through Ek Taara Toys, Priyanka has not only preserved the essence of childhood but also celebrated the individuality of each child, all while navigating the complexities of starting over in a challenging environment.
Crafting a Vision of Sustainable Luxury
Ek Taara is more than just a brand,it’s a movement to encourage women’s livelihoods and celebrate the rich heritage of Indian artisanship.
Despite facing multiple rejections initially, Priyanka’s persistence paid off when she was finally chosen by GAATHA HANDICRAFT and AMALA EARTH, after undergoing rigorous quality checks.
This milestone marked the beginning of a partnership that has allowed her team of dedicated artisans to shine, each piece they create reflecting the intricate artistry behind Ek Taara.
Vision:Bringing Joy Through Art and Innovation
At Ek Taara, the mission goes beyond creating products; it’s about making people smile. With a deep commitment to innovation, the team strives to introduce new designs every month, ensuring that each creation is as unique and thoughtful as the last.
Priyanka’s vision is to offer sustainable luxury & has served 1000+ happy customers that not only honour traditional crafts but also support the artisans behind them.
“We want children to realise the beauty of art and enjoy it’s true essence,” shared in an Interview with Karostartup.
Through Ek Taara, she continues to inspire and uplift, proving that with passion, creativity, and determination, it’s possible to build a brand that truly makes a difference.
A Spiritual Journey Rooted in Optimism
Priyanka Chugh is not only an entrepreneur; she is a spiritual coach whose optimism is deeply rooted in her ingrained determination. Meditation is a central part of her life, helping her maintain a positive outlook and a deep connection to the world around her
Priyanka believes that the world is a beautiful place, encouraging others to embrace its beauty, soak in its goodness, and have faith in the things they do. Her spiritual journey is also reflected in her unique ability as an animal telepathic communicator, connecting with the world in ways that few can.
Creating Joy and Sparking Spirits
For Priyanka, joy comes from seeing the happiness her creations bring to others. She has always aspired to build something extraordinary, driven by a spirit that refuses to conform.
Her “never to fit in” attitude sparks creativity and innovation, making her work stand out. Priyanka finds fulfillment in the moments when people’s eyes light up with delight at her creations.
She says, “I love it when they say, ‘OMG, this is so cute,’ that makes all my hard work worth it.” Through her work, Priyanka not only spreads joy but also stays true to her vision of creating something truly special.
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Conclusion
Priyanka Chugh’s journey with Ek Taara Toys shows how determination and creativity can make a big difference. She brings back the beauty of traditional crafts while making sure every child gets a special, one-of-a-kind toy. Through her work, Priyanka spreads joy and supports a more sustainable future.
Follow them on Instagram @ektaaratoys & online store www.ektaara.in.
Frequently Asked Questions (FAQs)
What inspired Priyanka Chugh to start Ek Taara Toys?
Priyanka was inspired by the need to preserve traditional craftsmanship and offer sustainable, personalized gifts, especially after the pandemic disrupted her previous business
What makes Ek Taara Toys different from other toy brands?
Ek Taara Toys is unique for its sustainable, handcrafted designs using the traditional Japanese amigurumi technique, supporting skilled artisans.
How does Ek Taara Toys contribute to sustainability?
The brand uses eco-friendly materials and traditional crafting methods, focusing on reducing waste and promoting mindful consumption.
What challenges did Priyanka face while starting Ek Taara Toys?
Priyanka faced multiple rejections and the challenges of being a solopreneur but persevered by personally sourcing materials and building a dedicated artisan team.
How can I purchase Ek Taara Toys and support the brand?
You can buy Ek Taara Toys through their online store or follow them on Instagram @ektaaratoys for the latest designs and updates.
