Pabiben Rabari: Bringing Indigenous Crafts Back to Life and Empowering Rural Women Artisans

Case Code: LDEN231 Case Length: 12 Pages Period: - Pub Date: 2025 Teaching Note: Available

Price: Rs.300 Organization : Pabiben.com Industry :Textiles & Apparel Countries : India Themes: Social Entrepreneurship, Business Continuity Planning, Competitive Strategy,Growth Strategy

Abstract Case Intro 1 Case Intro 2 Excerpts

Excerpts

Sewing Her Way to Success

Pabiben faced a persistent challenge — the lack of recognition and identity as an individual artisan. She asserted, “The real Empowerment is, the ability to think and choose, use maximum creativity in our work, match the potential in ourselves, to fulfil our dreams and get self-respect and recognition.” In 2015, her aspirations led her to meet Nilesh, co-founder of Gujarat-based social venture Kaarigar Clinic (Refer to Exhibit II for more details). Pabiben wanted to take her art beyond the community boundaries. Since she did not know how to market her products, she sought Nilesh’s help..

Note on Indian Handicrafts

India’s vast and varied handicraft traditions were a reflection of the country’s centuries-old craftsmanship, geographical diversity, and rich cultural legacy. These handicrafts were significant not just for their aesthetic value but also for their socioeconomic relevance. The handicrafts supported the livelihoods of millions of people nationwide, The industry was characterized by a wide range of products, including textiles, wood, pottery, metalware, and jewelry, all handcrafted by artisans from different regions of India..

Challenges Faced

Pabiben’s journey as an entrepreneur was not without its challenges. One of the major obstacles she faced was breaking free of the limitations imposed on her by her societal and cultural background. As it was socially unacceptable for a woman to leave the house, socialize, and do business, many villagers and community members were not receptive to her proposal. There was also a lot of stigma attached to rabari women stepping out of their house and working..

Impact on the Community

Although there was resistance from the society initially, their perspective eventually changed when they realized that the traditional work would help the community in earning a name and fame and respect. Pabiben said, “It was not their fault as their exposure was limited to the village..

Road Ahead

In 2021, to fund the business further, Pabiben appeared in a special episode of Kaun Banega Crorepati (KBC) Season 12 along with philanthropist Ravi Katpadi . Together they won INR 25000. In 2023, Pabiben pitched her business on Shark Tank India Season 2 and raised INR 50 lakh. While Pabiben’s initiative had achieved remarkable success, several challenges remained. Ensuring the long-term sustainability of the enterprise amidst changing market dynamics and evolving consumer preferences could be challenging. Moreover, scaling up the business to benefit more women artisans in other regions of Kutch and beyond would also be an issue..

Exhibits

Exhibit I: Pabi Bag
Exhibit II: About Kaarigar Clinic
Exhibit III: India’s Handmade Exports (2016-2024) in US$ billion
Exhibit IV: Indian Handicraft Market Size (2023-2032) in US$ billion
Exhibit V: Importers of Embroidery from India (2022)
Exhibit VI: Local Gift Box
Exhibit VII: Awards

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