Our JourneyIt was the
early nineties. Rekha Krishnamurthy, a housewife from a small town, Pavagada in
Tumkur district, found an urge in herself to utilise her time more
meaningfully. She wanted to keep herself occupied and also have her own source
of income. This decision was the seed that gave birth to Rekha Creations.
started on this journey, she never had any lofty ambition of making it big, but
with time, she surprised herself with her growth curve. Rekha started
handcrafting beautiful flower garlands made of cloth, popularly known in
Kannada as ‘Nakali Hoovina Haara’ (artificial Flower garlands). Her sister was
her first teacher in this endeavour. As she learnt, Rekha passionately strung
each garland by hand and started her business in a small way, earning only
enough to buy the raw materials for the next batch.
flower garlands were being used extensively in the decorations during Poojas, in temples for various religious
ceremonies, for certain community events, during functions like marriages,
house warming etc.
market opening up, Rekha realised that this was the right time to jump into the
fray, in a more organized manner. She displayed
her products in a shop in Chickpet. With her second visit there, orders started
trickling in. Gradually the size of the orders increased to 40-50 garlands at a
time. At this stage, she employed a few women and trained them.Customer
base in Chickpet expanded. Rekha started training and enabling more women in
that small town to sew these artificial flowers. Today the employee base boasts of a 150 strong
woman force, women who are homemakers from a lower or a middle class
background. This opportunity has
provided them with the much needed additional income for their families. They are very happy, because for the
first time, they have their own source of income, which is greatly helpful.
till here saw Rekha being supported by her father, sister and husband at
various stages in various ways.Meanwhile,
she relocated to Tumkur.
started flourishing with each passing year.The passion to grow further started
taking root. Rekha started experimenting with trial and error methods to
increase the product base with more number of patterns and with varied
materials. In addition to Bangalore,she sources her raw material from Mumbai,
Delhi and Surat as well.
being the primary product, gradually Rekha Creations diversified to other new
products. Beautiful decorative items for pujas, like different backdrops,
arches, pillars, Thorans and Rangolis made out of various materials were
conducts classes for interested candidates to show how the idol of the Goddess can
be decorated by tying the sari in different styles.Though
Lakshmi did not have an ambition when she started 20 years back, now she wants
her products to reach all over India and she wants her work to be recognized by
more and more people.Over a period
of time, she has expanded her customer base to Chennai and Hyderabad as well. The two
feathers that stand out in the Rekha Creations’ cap are the orders that she got
from the Lepakshi Emporium in Andhra and the Titan Showroom (Between 2011-2015,
Mia, Tata Gold Plus and Tanishq showrooms all over India used the products from
Rekha Creations to decorate their showrooms. It was the dedicated efforts of
the whole team that enabled the order to be executed in 45 days)
There are certain
challenges that she remembers with fondness –
- An order that she got for a 150 feet garland, when she
was still new to Tumkur. She went to Pavagada, collected workers and got the
order ready within 36 hours.
- An other order that was placed by a customer in Tirupathi
was for a 101 feet garland for a statue of Annamayya. It was unveiled in Cuddapah
by the Chief Minister Rajashekar Reddy.
Creations has been having exhibitions in Tumkur and Bangalore since 2008, with
satisfied customers coming back each year for more.
heartening to say that Rekha Creations grew to its present state without many
hiccups on the way. Of course, Rekha’s untiring efforts towards its growth,
with ample support from the family made this possible.
for expanding her business with new products led to the birth of the brand
Daedal in 2015.The word
“daedal” originates from Latin and Greek Languages and translates as intricate,
skilful and artistic. As the name suggests, a new range of products
are being designed that are artistic, with intricate designs.Principle founder of the brand Daedal is Rekha
Krishnamurthy.She is ably supported by
the duo of youngsters, Akshay, the co-founder and Navya, designer and the
marketing director. The young blood is getting in novel products into the
business. Akshay, a mechanical engineer
looks into the marketing. Navya, an architect, is the designer.With its primary product being dream catchers,
Daedal started its operations with the brand name “Daedal dream catchers”. Most
of the merchandise was sold online, on Amazon.
By the end of 2015, all the products of Rekha
Creations were put for sale online under the brand name “Daedal crafters”. One of the large orders that she got online
was for 750 garlands to be supplied to Birmingham for the New Year 2016, that
was executed well within time.
Akshay and Navya planned a range of new
products that include wall clocks, lamp shades and other home decorative pieces
with intricate patterns, using laser technique. Navya designs the patterns for
the dream catchers, clocks and lamps.Brand Daedal has been launched on Amazon,
Flipkart and Snapdeal and now products are sold on amazon.com, amazon.uk,
amazon.ca, amazon.co.uk, Amazon.de and amazon.es.The founder and the co-founders of Daedal are
working with full zeal and aim to make their presence felt all over the world.