Getting along on a ‘juti’ string

Safiya Basheer, a 21-year-old BCom graduate from Nirmala College in Muvattupuzha, started her entrepreneurship journey quite surprisingly.

Published: 04th December 2019 07:01 AM  |   Last Updated: 04th December 2019 07:01 AM   |  A+A-

Express News Service

KOCHI: Safiya Basheer, a 21-year-old BCom graduate from Nirmala College in Muvattupuzha, started her entrepreneurship journey quite surprisingly. After completing her graduation and she joined the Association of Chartered Certified Accountants (ACCA) course. However, she later discontinued it and decided to start a venture of her own. She now specialises in making jutis or traditional Rajasthani shoes through her six-month-old online brand Light Up. 

“I always had a thing for online shopping. I used to select items and suggest them to prospective customers,” said Safiya who is very active on Instagram. She started by selling random products like clothes, bags and other knick-knacks on her page. “Then I thought that instead of selecting random items, I could concentrate on a single one, design it, make it and sell it,” she says. 

However, Safiya was particular about doing something unique. She did the research, especially in lifestyle section, and that was the beginning of Light Up. “I realised that everyone has a craze for jutis and Kholapuris. But they were not available in varying designs and it was very difficult to procure them from their places of production,” she said. She adds that sometimes the quality was a concern as she hadn’t received any professional training. 

Safiya learnt the basics of shoe designing online. “I replaced the traditional designs made by the craftsmen in Rajasthan and other north Indian states with new, fashionable ones,” she says, adding that her jutis come in two types of leather—premium and medium quality.

There is apparently a sizable demand for customised jutis, especially as bridal accessories. “For example, a Christian bride would order a simple design while a Muslim bride would prefer heavy embroidery. A Hindu bride goes in for patterned designs,” she says. Though Safiya designs the footwear, they are crafted by expert craftsmen in Gujarat. “I send them my designs and also the type of leather to be used,” she said, adding that most of her customers are from Kozhikode. `2000 onwards Available online @_lightup_

Stay up to date on all the latest Kochi news with The New Indian Express App. Download now
(Get the news that matters from New Indian Express on WhatsApp. Click this link and hit 'Click to Subscribe'. Follow the instructions after that.)


Disclaimer : We respect your thoughts and views! But we need to be judicious while moderating your comments. All the comments will be moderated by the editorial. Abstain from posting comments that are obscene, defamatory or inflammatory, and do not indulge in personal attacks. Try to avoid outside hyperlinks inside the comment. Help us delete comments that do not follow these guidelines.

The views expressed in comments published on are those of the comment writers alone. They do not represent the views or opinions of or its staff, nor do they represent the views or opinions of The New Indian Express Group, or any entity of, or affiliated with, The New Indian Express Group. reserves the right to take any or all comments down at any time.

flipboard facebook twitter whatsapp