From books and independent films to eco-friendly, kitsch home décor items (stationery made from elephant poop) and hand-dyed kurtis, iTokri is almost a paradise for an online shopper. Calling itself a “platform of all worlds interesting and fun,” it houses popular labels like Haathi Chaap, Happily Unmarried, Bindaas Unlimited and People Tree. “iTokri celebrates creativity from villages, small towns, and metros online,” says Nitin K Pamnani, based out of Gwalior, sharing that they have recently introduced a section on books from small publishers and independent films.
The recent decision to include books was to provide a platform for marginal voices in the publishing sector. “We have collaborated with Sahmat, Aadhar Prakashan and few others to start with. All the big online stores have focused on publishing houses based in metros, so less attention is given to independent ones and those from small towns,” says Pamnani, also a film-maker. He was introduced in this vertical last year by friends who launched Dastakaar, People Tree and Bindass Unlimited and iTokri was born. Apart from books, they have an Art and Films section for which they have tied up with PSBT (Public Service Broadcasting Trust), featuring documentaries on subjects ranging from social justice to personal identities.
Also not to be missed are their Do It Yourself kits for kids that show them how to draw Indian art forms such as Madhubani, Santhal and Phad. Other items are their 3+1 hand printed material sets (with a specially designed pair of earring,) developed by their in-house brand, Jalpari. “We have batik fabrics from Madhya Pradesh, ajrakhs from Kutch, Daboo and other block prints from Rajasthan, silk and ikaats from Odisha and Andhra Pradesh,” offers the founder who has an entire section with offerings from NGOs. For quirkier options there are SIM card earrings, wired motorcycles and organic T-shirts, to name a few.