In the Moradabad district of Uttar Pradesh, a group of local women is transforming their lives by stepping beyond traditional domestic roles to build a thriving enterprise. Operating under the banner of the Maa Sharda Group, these women have carved out a successful niche by crafting decorative chandeliers and ornate hanging garlands. Through their joint artistic efforts, the group is achieving financial independence while supplying home decor items that are gaining widespread popularity across the region.
Group Structure and Artisanal Process
The enterprise is driven by the 10-member Maa Sharda Group, which functions on a well-organized division of labor. According to group leader Rajni, tasks are distributed efficiently among all ten members to maintain smooth production. The crafting process begins with sourcing quality decorative flowers and raw materials. A dedicated team of women arranges these flowers into elaborate base designs, while another team integrates the chandelier elements and intricate garlands to enhance their aesthetic appeal. To cater to diverse customer needs, the products are manufactured in a wide array of sizes, ranging from compact hanging pieces to large centerpiece designs.
Seasonal Demand and Festival Markets
The handcrafted chandeliers have witnessed sustained consumer interest throughout the year, with demand surging significantly during key cultural seasons. The holy month of Sawan sees a major spike in sales as people seek vibrant decorations for religious events and home embellishments. Beyond regular retail, the group frequently sets up stalls at regional trade fairs and exhibitions, drawing buyers not just from Moradabad city but across the entire Moradabad division and neighboring districts.
Sales Strategy and Order Fulfillment
The group relies on a direct and flexible sales model. At public exhibition stalls, visitors often collect contact details from the artisans after seeing the craftsmanship on display. This leads to a steady stream of phone orders from customers placing customized requests. Additionally, many buyers prefer visiting the artisans directly at their homes to purchase items off the shelf. This combination of exhibition presence, phone bookings, and home sales has helped the group establish a broad and reliable market footprint.
Financial Earnings and Community Impact
The economic impact of this venture has been transformative for the participating households. Every woman associated with the Maa Sharda Group is currently earning between Rs 12,000 and Rs 15,000 per month from this business. Having attained complete self-reliance, the group is now serving as an inspirational model for other local women, motivating them to explore self-employment and achieve financial autonomy.
