KOCHI: Josy Joseph was not a professional designer when she started out at Delhi 20 years ago. Instead, the Malayali economics graduate would spend her days engaged in hand embroidery, sitting within the confines of her home. Fate, and God, as she says, had in store other plans for her.
One day, it came in the form of a Kolkata hand embroidery bed sheet seller at her doorsteps. “In those days, these vendors would sell bed sheets at Rs 300 and I would notice the kind of hand embroidery that went into their making,” says the self-made entrepreneur.
“Initially, I would purchase their sheets and sarees and give it to my friends and cousins. Gradually, I realised I had design ideas of my own and started enquiring with the seller if I could get the bed sheets and sarees designed in the way I wanted it. I would give him 10 raw pieces of cloth purchased from the market. He would bring it after designing them based on my ideas. When I gave it to my friends and cousins, they were impressed,” she says.
What started out as a passion for designing would soon turn into a full-fledged business over the years. “My mother told me I should actually start selling the designed sarees. Soon, the numbers and demand increased. I felt very satisfied with the way my small business was turning out,” says Josy.
The kind of materials brought by the vendors made her curious. “The Lucknow Chikkan sarees caught my eye and I was floored with the quality and the style of embroidery,” she says. “My curiosity and interest took me to Dilli Haat. There, I found the kind of materials I wanted and started adding colour and designs to it.”
The more she came across the variety of materials, the more she wanted to experiment with them. “In those days, nobody would give me an address and the locations were never easily available. I remember finding them from workers on the streets or vendors I knew,” she says.
When she laid her hands on soft organdie, she experimented with block print patterns. When super net sarees were becoming the in-thing, Josy would go to Benaras to learn more about the material. “This was how passionate I was becoming with my work,” says Josy.
Ideas for designing
Josy says she knew from day one how continuous change in design and patterns was essential to woo customers. “I always keep thinking about my designs. Sometimes, I get inspired by looking at the tiles of a place I visit. On other occasions, it could be the plants or the flowers by the wayside. I try to blend certain frames with my materials,” she says.
Connect with Kerala
Realising the market potential in Kerala, Jossy started introducing the works she designed among friends and cousins in the state. “Soon, I got in touch with a few textile owners and boutiques in Kerala who learnt about my designs. They were very interested in purchasing from me. Today, I have a long list of faithful clients across the state,” she says.
Own looms
Buoyed by success, Josy entered the manufacturing business. Today, she runs over 200 looms in Benaras. She says she is very particular about her customers’ needs and ensures the clothes she designs do not disappoint them. “Since we use a lot of colour and dyes, I ensure the colours get leached from the cloth. It is a number one priority,” she says.
Challenges
The biggest challenge she faces every day is the copies of her product flooding the market. “We find the replicas of these products being sold at cheaper prices elsewhere. Some of them source the images of our products from social media,” Josy says.
Family
For Josy, family means everything. “Despite the hectic schedule, my family is very important for me. I raised up a son with hearing difficulties. Today, he has a degree with good marks from Delhi University. He wants to enter business. My husband has been very supportive, so has been my other son,” she says.