In a world where mass production dominates, traditional craftsmanship often struggles to survive. However, Varnam Craft Collective, an award-winning social enterprise based in Bangalore, India, has taken up the mantle of preserving and modernizing Channapatna craft, a 200-year-old wooden toy-making tradition. Through innovation, sustainability, and artisan empowerment, Varnam is redefining how traditional handicrafts are perceived in contemporary markets.
The Visionary Behind Varnam
Founded by Karthik Vaidyanathan in 2012, Varnam Craft Collective was born out of his passion for handcrafted products and the need to support India’s rural artisans. Karthik, an advertising professional turned social entrepreneur, saw immense potential in Channapatna’s toy-making industry and envisioned a way to reinvent traditional craftsmanship for modern audiences.
His goal was not only to keep the craft alive but also to provide artisans with sustainable livelihoods by creating products that appealed to urban consumers. Varnam’s collections include not just traditional wooden toys but also home decor, fashion accessories, and lifestyle products, all handcrafted by skilled artisans using eco-friendly materials.
Jumbo Stationery Holder
A vibrant yellow holder, perfect for organizing your desk essentials.
The Capsule (Single)
A sleek, pill-shaped container designed for storing small items or pills.
Channapatna Toys Collection
A range of traditional wooden toys showcasing the rich heritage of Channapatna craftsmanship.
Matsya Scoops
Fish-shaped wooden scoops, ideal for serving dry foods or as decorative pieces.
The Art of Channapatna Craft
Channapatna, a small town in Karnataka, has been known for its unique wooden toys for over two centuries. These toys are made using lac-turnery techniques, where wood is shaped on a lathe and coated with natural dyes. The craft is labor-intensive and requires immense skill, but over the years, industrialization and lack of market access led to its decline.
Varnam Craft Collective stepped in to revive and reimagine this heritage craft by blending it with modern design aesthetics. Their approach focuses on:
- Design Innovation – Creating contemporary products beyond toys, such as lamps, furniture, jewelry, and festive decor.
- Sustainable Materials – Using locally sourced, non-toxic, and biodegradable materials.
- Artisan Empowerment – Providing fair wages, skill development, and recognition to artisans.
Impact and Achievements
Since its inception, Varnam has directly impacted over 150 artisans in Karnataka, ensuring they receive fair wages and continuous work opportunities. Some key achievements include:
- Winning multiple design awards for sustainable crafts.
- Expanding from a small local initiative to a nationally recognized brand with stores in Bangalore and Mysore.
- Launching a flagship store in Mumbai in 2023, marking its first expansion outside Karnataka.
- Featuring in international design exhibitions, gaining appreciation for Indian craftsmanship worldwide.
During the COVID-19 pandemic, Varnam faced challenges, including closing its Jayanagar store in 2020. However, the brand continued operations through online sales and pop-up events, staying resilient in the face of adversity.
A Sustainable Future for Handicrafts
Varnam’s success is a testament to the fact that traditional crafts can survive and thrive when given the right platform. By focusing on design-led innovation, ethical production, and sustainability, Varnam Craft Collective is not just reviving Channapatna toys but also creating a movement that celebrates Indian heritage in a contemporary way.
As the world shifts towards handmade, eco-friendly, and locally sourced products, Varnam’s work stands as an inspiration for other artisans and social enterprises. With continued support and awareness, this craft can flourish for generations to come.
Where to Find Varnam Craft Collective
To explore their beautifully crafted products, visit Varnam’s official Instagram page or their stores in Bangalore and Mysore.
Founder –
In the vibrant world of Indian craftsmanship, where creative businesses often find their torchbearers in enterprising women, one man has quietly been making a mark. Karthik Vaidyanathan, the founder and principal designer of Varnam Craft Collective, is reshaping the legacy of Channapatna toy craft with a contemporary design vision.
An engineer-MBA by education, Karthik’s journey into the world of design was anything but conventional. Originally from Mumbai and now settled in Bangalore since 2003, his early years followed the classic South Indian script: study medicine, engineering, or pursue a PhD. A career in design was an absolute no-go, especially in a family where academia reigned supreme. His father, a PhD scientist, naturally expected him to follow a stable and lucrative career path. Yet, destiny had other plans.
Despite following the expected route, Karthik found his creative voice in the world of music and radio. For years, he thrived in the industry, channeling his passion into soundscapes before life nudged him toward an entirely different art form—one rooted in tradition yet desperately needing reinvention.
