In a modest home in Srikakulam, Andhra Pradesh, Sudharani Marndi sits surrounded by a kaleidoscope of colors—newspapers, tetra packs, and cardboard transformed into intricate handicrafts. At 34, this self-taught artist from Odisha’s Santal tribal community has defied familial expectations and societal norms to build Jhunuk Crafts, a thriving eco-friendly handicraft business. From humble beginnings crafting greeting cards to fulfilling bulk orders from the US, UK, and Japan, Sudharani’s journey is a testament to resilience, creativity, and the power of pursuing one’s passion. Her story, rooted in the cultural richness of Odisha, is inspiring a new generation to see art as a viable path to empowerment.
A Childhood Colored by Creativity
Born in Bada Sahi Chhelia, Mayurbhanj district, Odisha, Sudharani grew up in a conservative family where stability trumped creativity. Her father, KC Marndi, a land revenue officer, envisioned a secure government job or banking career for his daughter. “He viewed those roles as respectable and secure,” Sudharani recalls. But from a young age, she was captivated by the vibrancy of colors and forms. Unable to afford Rs 200 Archies greeting cards for Teachers’ Day, she crafted her own, sparking a lifelong love for handmade art. “Those memories are still fresh,” she says. “I felt left out, but making my own cards gave me pride.”
Her passion persisted through her school years at Venkateswar English Medium School in Bhubaneswar. While pursuing a science degree at Ramadevi Women’s College, Sudharani began experimenting with waste materials—newspapers, plastic jars, and cardboard—learning techniques from the internet. “I had no formal training,” she shares. “I’d experiment, fail multiple times, and keep going until I perfected a product.” Her early creations—earrings, keychains, and gift boxes—earned her Rs 1,000 a month from college friends, planting the seeds for what would become a global enterprise.
Breaking Barriers: The Birth of Jhunuk Crafts
In 2015, Sudharani’s life reached a crossroads. After graduating, she briefly worked as a receptionist at a clinic to appease her father. “I felt like I was sailing in two boats,” she says. “I couldn’t concentrate.” Within a month, she quit, choosing her true calling: crafting. Her decision enraged her father, who saw her art as a “temporary whim” bringing shame to the family. “He threatened to throw away my brushes and colors,” Sudharani recalls. “He stopped talking to me.”
Undeterred, Sudharani channeled her energy into her craft. That same year, small orders from friends grew into a steady stream, prompting her to formalize her venture. In 2018, she registered Jhunuk Crafts with Odisha’s Micro, Small, and Medium Enterprise (MSME) Department. The name “Jhunuk,” meaning seashell in the Santali language, reflects her belief that her art uncovers hidden pearls within her. Armed with simple tools—toothpicks, scissors, and glue—she began crafting over 100 unique items, from rakhis priced at Rs 20 to customized nameplates at Rs 10,000.
Her eco-friendly approach, using upcycled materials like discarded tetra packs and cardboard, resonated with a growing audience. A birdhouse made from a tetra pack went viral, garnering over seven lakh views online. By 2019, her participation in a Kolkata exhibition, where she sold Rs 45,000 worth of goods in two days, cemented her reputation in craft circles. “That response inspired me to experiment more,” she says.
A Global Reach: From Local to International
Today, Jhunuk Crafts generates around Rs 40,000 to Rs 50,000 monthly, with products sold across India and internationally. Sudharani’s creations—photo frames, fridge magnets, tissue boxes, and mud mirror Lippan art—have found buyers in the US, UK, and Japan. Her intricate tribal designs also adorn venues like the Baripada Indigenous Short Film Festival, organized by the Santali Art and Film Development Association (SAFDA). “She voluntarily takes up work for us, but we pay her an honorarium,” says SAFDA founder Deepak Kumar Beshra.
Social media and online marketplaces have been pivotal to her success. Her first bulk order in 2018 came from an event management client, and exhibitions have since driven significant sales, especially during festivals like Rakhi, when she sells 100–150 designs. “I take three to five days per piece, depending on the intricacy,” she explains. Her commitment to chemical-free, sustainable materials enhances her appeal in health-conscious and eco-friendly markets.
Overcoming Challenges: Family, Balance, and Resilience
Sudharani’s path was fraught with challenges. Balancing her conservative family’s expectations with her ambitions was an emotional storm. “Navigating that tension was constant,” she says. Her marriage to Vikramjit Majhi, a supportive bank officer, brought stability. His frequent transfers posed logistical challenges, but as a home-based business, Jhunuk Crafts remained unaffected. “He encourages me to keep going,” Sudharani smiles.
The biggest transformation came in her father’s perspective. Initially ashamed, KC Marndi now joins her at exhibitions, managing orders at the counter. A poignant moment came when Sudharani moved homes after marriage. Her mother threatened to sell her leftover crafts to scrap dealers, but her father intervened. “Those are products of her hard work,” he declared. “They need to be cherished.” Today, he beams with pride, gifting her creations like key holders and photo frames to family. “Witnessing her passion and orders from abroad, we feel immense pride,” he says.
Sudharani also juggles household responsibilities with her craft, dedicating hours daily to her home studio. Her business administration studies equipped her with the skills to manage finances and marketing, while her perseverance turned setbacks into stepping stones. “There’s still so much to learn,” she reflects, “but I’m glad I’ve come this far.”
A Cultural and Sustainable Legacy
Sudharani’s work is deeply rooted in Odisha’s rich handicraft tradition, which includes Pattachitra, silver filigree, and applique work. Her use of upcycled materials aligns with the state’s growing emphasis on sustainability, seen in crafts like golden grass and cane works. By blending Santali tribal aesthetics with modern designs, she bridges cultural heritage and contemporary appeal. Her mud mirror Lippan art and tribal motifs reflect Odisha’s artistic diversity, earning her recognition as a torchbearer of the state’s 1.3 lakh artisans, many honored with Padma Awards.
Her eco-conscious approach—avoiding chemicals and repurposing waste—sets a model for sustainable entrepreneurship. “I don’t use fancy materials,” she says. “Just newspapers, tetra packs, and my imagination.” This resourcefulness not only reduces costs but also resonates with global trends toward upcycling and minimalism.
Inspiring a New Generation
Sudharani’s story is more than a business success; it’s a narrative of empowerment. In a region where conservative norms often limit women’s ambitions, she has carved a path for others. Her work with SAFDA and local exhibitions inspires young artisans, particularly from tribal communities, to see handicrafts as a viable career. “I want to show that passion can become a profession,” she says.
Her financial independence and her father’s newfound respect challenge stereotypes about art as a “frivolous” pursuit. By gifting her family her creations, she keeps her personal and professional worlds intertwined, a constant reminder of her roots. “As a child, I felt less than others because I couldn’t buy expensive cards,” she recalls. “Now, I feel equal to anyone.”
Looking Ahead: A Future of Creativity
As Sudharani puts the finishing touches on her latest Lippan creation, she’s already planning her next steps. She aims to explore carton boxes, a project she tested during the COVID-19 pandemic, and expand her online presence. With her husband’s support and her father’s pride, she’s building not just a business but a legacy. “This isn’t just a hobby,” her father says. “It’s her passion.”
Jhunuk Crafts is a beacon of what’s possible when creativity meets determination. From Odisha’s heart to hands across the globe, Sudharani Marndi is crafting a life that honors her heritage, her community, and her dreams. As she prepares another batch of handicrafts for the world, one thing is clear: her journey is far from over, and the pearls within her seashell are only beginning to shine.
