As part of project Circular + we are working with entrepreneurs who are building circular and inclusive business models, Twirl.store is one them. Sujata Chatterjee, our guest author and Founder of Twirl.store is converting post-consumer waste into accessories and home decor products. In this blog, Sujata shares with us her learnings over the years of leading an all women’s team.
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‘Women empowerment’ is a buzzword often used in brand language and advertising. As an entrepreneur myself running an all women-led enterprise over the past four years, I have every day learnt that there is no finite or uniform definition of what it means. It is not a one-size-fits-all concept. Each one of us must look at or evaluate empowerment in a different way leading an all-women team, I have realised that the first step towards women empowerment involves understanding each and everyone’s needs.
The personal expectations or aspirations of each woman artisan working at Twirl — and therefore my aspirations for them — differ greatly. Over time, we have worked proactively to develop empathy and understanding of each other’s problems and ambitions.
Women artisans especially from rural backgrounds are immensely talented and yet they don’t find a place in the success stories of our industry. It’s not that their craft doesn’t deserve appreciation or their intricate work doesn’t catch our eye, but somehow they are left behind as the workplace grows and the brand scales.
Household responsibilities alongside employment is a common challenge faced by women cutting across economic backgrounds, regions, and culture. Pressure for women from low-income communities is significantly higher as they cannot afford the privilege of having support.
I witness these circumstances from close quarters at work everyday as women from these communities form the very backbone for us at Twirl. To cite an example, one common challenge is fixed hours. Due to household responsibilities they may need to come in a little late or leave a little early. However, rarely are workspaces considerate of flexible work timings.
Moreover, other factors such as job location, modes of transportation, security while travelling are often not a part of the workplace design.As an entrepreneur, it is our duty to be mindful of these considerations. It is important to step into their shoes and ask ourselves – how do they come to work? Is it safe? Is it too crowded? Can we create provisions that consider these risks? Can we introduce benefits and policies that support them better?
Another key aspect that I have often noticed plays a crucial role in their productivity and growth is related to the respect and recognition they receive from their coworkers and the organisation. At every step, it is important to bear in mind that they are not just regarded as ‘helpers’. Time and again, as a leader, I reaffirm and reinforce that they are an integral part of the brand. They are intrinsic to the brand we are collectively building. Benefits and policies are all relevant but so is sharing their stories with the world.
As a startup, Twirl.store offers flexibility, comfort and respect to the women we work with. Everyone is supported to speak their minds and it is heartening to see that these little changes can bring big smiles. So we welcome their feedback on every aspect of the workplace e.g. the product design, seating arrangements, the company holiday list etc.
Presently Twirl.store is engaged with CAIF in a unique pilot project in association with the Laudes Foundation. As part of the efforts towards artisan upskilling, Twirl in partnership with MasterG is providing extensive virtual training to the artisans to improve and upgrade their skills. .I strongly believe, upskilling these women artisans who I work with is a true symbol of empowerment in action. Going beyond the business implications, this training is an investment in their futures as well.
Apart from developing their design and production skills, it has been a huge confidence and morale booster. To share an example, at the beginning of the training, most of the women struggled to use smartphones, and yet today they are attending daily training on virtual platforms, communicating via laptops with ease. It is heartening to see their progress in terms of digital and communication skills.
Additionally, to enable these women to expand their competencies and skills, Twirl in partnership with CAIF is organising photography and cataloguing workshops. This ensures that the artisans not only create but also actively participate in showcasing their talent and creations to the world. We believe they are not just one part of Twirl.store, they are the real story.
With International Women’s Day just gone, Twirl is doing its bit to make every day women’s day and we hope others are doing the same. Investing in women is investing in the future.
