April 2025
In the heart of Mumbai’s bustling life, what began as a calm moment of crafting during pregnancy turned into a movement that’s now redefining slow fashion in India. Heena Patel, founder of Magic Needles, started her journey in 2013 not with a grand business plan, but with a simple pair of knitting needles and the desire to create something beautiful for her soon-to-arrive twins.
“I was just making tiny sweaters and baby accessories,” Heena recalls. “But I found it incredibly difficult to source good-quality yarns locally.” What started as a personal project slowly grew into something much bigger — a business driven by purpose, creativity, and community.
A Hobby That Found Global Demand
Encouraged by loved ones, Heena began listing her hand-knit creations online. One day, she received an order from one of Asia’s biggest kids’ stores. That unexpected validation marked a major shift — it was the turning point where Magic Needles began evolving from a solo passion into a brand with vision.
As demand picked up, Heena realized she needed help. She turned to the women in her community, starting with a few local artisans in Mumbai. The network grew organically — through word of mouth, neighborhood connections, and women reaching out with interest.
Today, Magic Needles employs and trains over 300 women, many of whom have transitioned into roles like operations, inventory management, design, and quality control. Some work remotely, others in-person — but all of them are crucial to the business.
“These women are the backbone of Magic Needles,” Heena says proudly. “This isn’t just a job for them — it’s a path to self-worth, confidence, and independence.”
More Than Just Jobs: Stories of Resilience
Behind the hand-knit scarves and vibrant yarn bundles are lives transformed.
Riya (name changed), once trapped in an abusive household, found solace and strength through Magic Needles. “My situation at home was unbearable. I couldn’t leave, and I had nowhere to go. But this work gave me a way out,” she shares. Today, she’s part of the design team and leads other women under her guidance.
Nita (name changed), who once worked as domestic help and had no formal education past Class 6, now manages warehouse operations and leads a team of five. Her earnings support her entire family and have enabled her to send her children to private school.
Each thread carries a story — of grit, growth, and dignity.
A Movement in the Name of Slow Fashion
Heena didn’t just want to create products — she wanted to create impact. Magic Needles promotes slow, sustainable fashion, offering an alternative to fast-fashion’s environmental toll. Every item is crafted with care and meant to last.
In 2020, Heena opened the first physical store in Vikhroli, Mumbai. The space is more than a retail outlet — it’s a vibrant hub for creators and crafters. After a major upgrade in October 2024, the store now reflects the full spirit of the brand: collaborative, artistic, and community-driven.
To bridge the gap in quality materials available to Indian hobbyists, Heena also launched Hobby Store in 2022 — a sub-brand offering top-notch yarns and tools, all locally sourced.
Powered by Digital and a Passionate Community
From day one, Magic Needles leveraged the power of the internet. Heena credits Facebook for their early traction, and now Instagram and YouTube play key roles in community engagement. The team regularly shares free tutorials, DIY patterns, and skill-building videos to support beginners and seasoned crafters alike.
“Our digital community is our strength,” Heena says. “It’s where women learn, grow, and feel a sense of belonging.”
Looking Ahead: A Vision That’s Still Growing
With a current turnover of Rs 8.5 crore and products reaching customers in over 35 countries, Magic Needles is scaling new heights. The next phase? Expanding retail presence across India and launching new product lines — from handcrafted home decor to innovative yarn blends.
Heena is also actively seeking retail partners to help make high-quality handmade products accessible to a wider audience, while continuing to build opportunities for women from underserved backgrounds.
What started as a mother’s hobby during pregnancy is now a full-blown global brand with purpose at its core. Magic Needles isn’t just about knitting — it’s about weaving together lives, stories, and sustainable futures, one stitch at a time.
