When the Covid-19 pandemic brought her 18-year-old handcrafted jewellery business to an end, Bengaluru entrepreneur Meghna Khanna had to start over. Two years later, an unexpected conversation about a grandmother’s gold bindi inspired her to build a new venture. With an initial investment of ₹5 lakh, she launched The Bindi Project in December 2022, turning a traditional Indian accessory into a growing business.

By FY25, The Bindi Project had recorded annual revenue of ₹20 lakh, doubling its approximately ₹10 lakh revenue in FY24, its first year of operations. The brand had also served more than 1,500 customers across India by October 2025, according to StartupPedia.

The Bengaluru-based venture specialises in handcrafted, reusable bindis made using materials such as leather, felt and upcycled textiles. Its designs have attracted attention beyond regular customers, with Bollywood actors including Kareena Kapoor, Kajol, Sonam Kapoor, Alia Bhatt, Janhvi Kapoor and Tamannaah Bhatia wearing its products.

The brand also appeared on Season 5 of Shark Tank India, adding to its visibility.

From an 18-year jewellery business to a fresh start

Khanna’s entrepreneurial journey began long before The Bindi Project.

After completing her MBA in marketing and finance in Pune, she joined a qualitative market research firm in 2001. However, she left within a year to pursue her ambition of building something of her own.

Her interest in jewellery and accessories went back to her school years in Jodhpur. While exploring the market, she noticed a gap in the availability of nose pins in southern India. This led her to travel between Bengaluru and Jodhpur, working with artisans to develop products.

That effort eventually became Levitate, her handcrafted jewellery business, which she started in 2002.

For 18 years, Khanna built the brand, taking its products to customers across India and securing magazine features. However, the Covid-19 pandemic forced her to shut down the business in 2020.

Speaking to Indulge Express in September 2024, she recalled the difficult period: “I was running it successfully for the next 18 years, till Covid struck and we had to shut shop.”

The closure marked the end of a significant chapter in her entrepreneurial journey, but it also left her looking for another opportunity.

How a grandmother’s gold bindi inspired the business

The idea for The Bindi Project came from an ordinary conversation with a friend in 2022.

The friend shared how her grandmother had passed down a gold bindi to her mother. However, she needed adhesive to wear the traditional piece. The conversation surprised Khanna, who began thinking about bindis as accessories that could be preserved, reused and even passed between generations.

“I was astounded – were bindis handed down?” she told StartupPedia.

She began researching the history of bindis and the products available in the market. Her research led her to identify an opportunity in reusable designs, particularly as many readily available options were disposable and offered limited choices for statement styles.

In December 2022, Khanna launched The Bindi Project with ₹5 lakh from her own savings.

The initial investment covered the office deposit, packaging, salaries, rent and the development of the brand’s social media presence.

Interestingly, her previous business also contributed to the new venture. Khanna had retained broken jewellery pieces from Levitate and began incorporating their elements into the designs and embellishments of her bindis.

The project initially developed as a zero-waste upcycling initiative. She started by hand-cutting leather scraps to create bindis and gradually explored materials such as felt, upcycled fabrics and embroidery.

Handcrafted designs combine tradition with contemporary fashion

The Bindi Project offers designs across festive, leather, textile and contemporary categories. Its collections draw inspiration from Indian cultural and spiritual traditions, with names including Amaani, Durga, Kalyani, Kali, Poulomi, Ruhaani and Kamakhya.

Unlike conventional bindis designed primarily for traditional attire, Khanna wants her products to appeal to customers who experiment with different styles.

“There is no bar. You can even wear them with jeans if you want to,” she told StartupPedia.

The idea is to make bindis more versatile without disconnecting them from their cultural significance.

Instagram and pop-ups helped the brand find customers

Building an audience for a niche product was not easy in the beginning.

Khanna initially relied on cultural events, exhibitions and pop-up stalls to introduce her designs to potential customers. These offline interactions helped people discover the products and understand the concept behind reusable, handcrafted bindis.

In 2023, she also began posting Instagram reels showcasing the designs and sharing the story behind the brand.

Social media gradually became an important source of paying customers.

“Initially, it’s a tough game to crack. It’s hard selling. But eventually, we’ve received a lot of push in terms of paying customers because of Instagram,” she said.

However, offline channels continue to play a major role in the business. According to StartupPedia, the largest share of The Bindi Project’s sales comes from pop-ups and retail stalls at exhibitions and events. WhatsApp and Instagram orders are other important sales channels.

The company’s revenue grew from approximately ₹10 lakh in FY24 to ₹20 lakh in FY25, reflecting a doubling of its annual revenue in one year.

Bollywood celebrities bring additional visibility

The Bindi Project has also found its way into Bollywood styling circles.

Its handcrafted designs have been worn by several prominent actors, including Kareena Kapoor, Kajol, Sonam Kapoor, Alia Bhatt, Janhvi Kapoor and Tamannaah Bhatia.

Khanna has credited the stylists working with these actors for recognising the brand and selecting its products for their looks.

She also acknowledged the contribution of the women working behind the scenes at The Bindi Project, along with writers and supporters who have helped the venture gain recognition.

The brand continues to sell through its website and social media platforms. Khanna has also discussed plans to collaborate with artisans across India and create more employment opportunities for rural women.

For Khanna, The Bindi Project represents more than another business venture. It is an attempt to bring a traditional accessory back into everyday fashion through contemporary designs, handmade craftsmanship and reusable materials.

Her broader ambition remains to make bindis “funky again, while remaining culturally-rooted”.

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