Interview: Meera Ramakrishnan, Director & Co-founder of Zishta

An interview with Meera Ramakrishnan, Director & Co-founder of Zishta, Handcrafted traditional kitchenware, dining ware and home decor Brand

In a world increasingly dominated by mass production, Meera Ramakrishnan stands out as a passionate advocate for India’s rich cultural heritage.

As the Director and Co-founder of Zishta, she has dedicated her career to reviving traditional craftsmanship through handcrafted kitchenware and cookware.

Meera’s vision not only supports artisans but also enriches our culinary experiences with the beauty and history of Indian craftsmanship.

What inspired the creation of Zishta & What is the key goal of establishing Zishta?

Meera Ramakrishnan: The concept of Zishta germinated during a trip with my parents to the villages around my hometown, Kadayam, in Tirunelveli district. My father shared stories about the villages, their culture, and how many traditions were being lost over time.

That was a pivotal moment for me. It made me realise that our culture is deeply intertwined with these traditions, and that there are many people like me who still value them and wish to keep them alive.

This realisation led to the founding of Zishta in 2016, alongside two co-founders, Archish Mathe Madhavan and Varishta Sampath, who shared the same vision. Our mission became clear: to revive these ancient traditions and make them relevant in today’s world.

At Zishta, our main goal is to bring back traditional crafts from the places where they first originated centuries ago, while preserving their authenticity and practical use.

We focus on making these crafts safe from heavy metal contamination, capacity building with newer craftsmen and product innovations at the same time staying true to their original designs unless a change is absolutely necessary.

By working directly with artisans across India, we’re helping preserve this valuable knowledge and making it accessible to more people.

Can you share some product innovations that have been successful for Zishta?

Meera Ramakrishnan: We’ve been fortunate to revive several important products that have really connected with our customers.

One of our most popular items is the Shakuntala Patra, a beautifully crafted pot traditionally used to serve ghee in Maharashtrian households. This product not only preserves cultural heritage but is also highly practical.

Another standout is the Rail Adukku, a compact 14-piece cookware set that was originally used by travellers, especially on trains, decades ago. This set was designed for convenience, allowing people to carry all their cooking essentials in one place.

Its versatility and portability have made it a favourite among modern consumers who love efficient, space-saving kitchen solutions.

One of our earliest work was in re-introducing high quality brass coffee filter to make the most authentic filter coffee. This process took us almost a year of work, with multiple iterations using an antique filter and skilling our craftsmen of Maharashtra in crafting these wonderful products.

Ghee pot that we had reintroduced is based on a very old traditional design which replicates the pot over pot design of storing butter and milk in traditional grazing communities.

In addition to these, we’ve also introduced traditional alternatives to plastic and non-stick kitchenware, like soapstone cookware, Bronze and Neem wood accessories which have significance in most of the sub-cultures across the country .

These items combine functionality with a touch of nostalgia, offering a sustainable and traditional way to cook and serve food.

What are some of the big milestones and achievements Zishta has reached since it started?

Meera Ramakrishnan: Since our inception, Zishta has achieved several significant milestones. We’ve successfully revived over 350 traditional products, working with 650+ artisans across 15 states in India. Our customer base has expanded to over 150,000 individuals globally, and we’ve established a presence in 22+ countries.

Our main focus is documenting and preserving the traditional wisdom that resides with different communities and our 230K strong social media followers always appreciate us for the knowledge we disperse.

We have worked with many clusters where our effort has led to the next generation of artisans taking up the craft especially in Soapstone craft, brass makers of tamil nadu and Maharashtra.

Our effort has even rejuvenated the Tatheras of Jandialaguru with more artisans coming back to the craft seeing the huge revenue potential working with us at Zishta.  Our focus is to work with 1000+ craftsmen in the next 3 years.

How does Zishta ensure fair pay and sustainable livelihoods for artisans?

Meera Ramakrishnan: At Zishta, we’re committed to fair trade practices and the well-being of our artisans. We value them as craftsmen and not labourers. We pay fair value per unit of product produced, making them partners in the process.

We provide opportunities for skill development, and support their communities. By creating a sustainable market for their products, we help to secure their livelihoods and encourage future generations to continue these traditions.

Our focus on marketing and sales through dissemination of knowledge has positively impacted our clusters we work with leading to greater economic and income growth.

Take for example the soapstone makers of Tamilnadu. When we started in 2016, we sold about 20-30 units of soapstone per month. Today we have a wider craftsmen base and we make and sell  close to 500-800 units per month.

Shakuntala patra is another example of increasing revenue for our craftsmen who supported us and enabled the revival of this craft. This is incremental revenue for the craftsmen where we sold close to 100 units in the first month after launch.

Jandialaguru is one additional cluster which has grown leaps and bounds with Zishta. We started with 1 craftsman and today we work with almost all the craftsmen of Jaldiala guru and surrounding regions.

How do you see the future of traditional crafts in India, and what role does Zishta play in shaping it?

Meera Ramakrishnan: We believe the future of traditional crafts in India is incredibly promising, especially given the growing interest in sustainable living and cultural heritage.

Zishta plays a crucial role in shaping this future by promoting the value of traditional crafts, connecting artisans with a wider market, innovating to meet modern consumer demands, and supporting the preservation of traditional knowledge.

We aim to inspire a new generation of artisans and consumers to appreciate and embrace these ancient traditions.

Moreover, the Government of India has been actively supporting MSMEs, particularly those focused on reviving and preserving the rich cultural heritage of Bharat.

Through initiatives such as the MSME Development Act, financial incentives, and skill development programs, the government is providing crucial support to artisans and small enterprises.

Schemes like “Make in India” and “Vocal for Local” further emphasise the significance of traditional crafts in the national economy, helping businesses like Zishta not only sustain themselves but also thrive in a competitive global market.

This partnership between the government, artisans, and consumers is essential to ensure that the timeless traditions of Bharat continue to flourish for generations to come.

How has Zishta adjusted its business model to keep up with changing market trends and customer needs?

Meera Ramakrishnan: We’ve continuously adapted our business model to stay relevant in today’s market. When we started we focused on doing a lot of events across bangalore to educate people about traditional cookware.

We’ve emphasised the health benefits of traditional products, focused on sustainability and eco-friendliness, leveraged digital platforms to reach a global audience, and tailored our offerings to meet the preferences of different customer segments.

Today apart from traditional value, customers focus on aesthetics as well. This is a huge step and we are actively working with our craftsmen to make sure we produce high quality products but also with impeccable finish and Aesthetics.

We will continue to work in reviving traditional designs that appeal to modern customers with engaging stories behind their creation.

Though we started our venture through marketplaces, we have refocused our effort to grow the business through our own website, retail stores and international partnerships.

What are Zishta’s plans for future growth, including any new markets or products?

Meera Ramakrishnan: We have ambitious plans for future growth. We aim to continue expanding our product range, exploring new markets, and strengthening our online presence.

We’re also committed to further developing our partnerships with artisans and communities. In the coming years, we hope to introduce more innovative products that showcase the beauty and functionality of traditional crafts.

We plan to expand our current reach to more than 1000+ craftsmen in the next 2 to 3 years. We are working extensively and super excited to recreate and relaunch some old treasures with a modern twist! Especially in the kitchen space.

We will soon come with a wide range of Kansa cookware. Also we hope to expand our retail presence and bring these traditional treasures closer to many customers. 

As a bootstrapped company, what unique challenges has Zishta faced, and how have you overcome them to achieve sustainable growth?

Meera Ramakrishnan: Biggest challenge with being bootstrapped is managing risks and driving business growth. Any idea implementation needs resources which we always lack at any point of time. 

We focus on doing pilots for a short duration, learn and pivot if they fail. This process enabled us to move fast with ideation to implementation with as minimal resources as possible and once successful, we invest more and the model starts paying for itself.

Getting talent who are passionate about this space is an additional challenge. We have tried as much as possible working with freelancers for specific profiles of works and that has paid dividends. Hopefully with the growth and potential many see in this space, the future looks bright for this sector.

Through her efforts at Zishta, Meera Ramakrishnan is not just preserving a legacy but inspiring a movement towards sustainable and meaningful living.

Her work exemplifies how embracing our cultural roots can lead to a brighter, more connected future, ensuring that the artistry of India’s artisans continues to thrive for generations to come.

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