Mittihub is an innovative Indian startup reviving traditional cooking with eco-friendly terracotta cookware handcrafted by local artisans. Mittihub is a Jaipur-based startup founded in 2021 by Megha Joshi and Abhinav Agarwal.
It focuses on reviving the traditional craft of handmade terracotta pottery while offering eco-friendly and sustainable solutions to urban customers. The company collaborates with artisans to produce high-quality terracotta products, ranging from cookware and tableware to decorative items, all handcrafted with love and enriched with the natural benefits of clay.
Founders and Vision
Everything started when Megha Joshi and Abhinav Agarwal, were working on their college project. As they were digging deeper to understand the scope of their project, a realisation struck them that a dearth of demand for terracotta products has the potential to make this space obsolete. And as they dug deeper, they realised that terracotta artists were under a great plight to saving this dying craft and earning a livelihood. And this is where they decided to start MittiHub.
Megha Joshi and Abhinav Agarwal are graduates from the Global Centre for Entrepreneurship & Commerce (GCEC). Megha specializes in finance and content creation, while Abhinav has extensive experience in startup ecosystems.
Products and Categories
Mittihub offers a wide range of terracotta products, including:
- Cookware: Biryani Handi, Tagine, Kadai
- Tableware: Coffee mugs, Kulhad sets
- Decorative items: T-light holders, planters
- Custom designs for resorts and interior designers.
Prices range from INR 400 to INR 25,000+, catering to both budget-conscious and premium customers.
Business Model
Mittihub operates on a dual revenue model:
- B2C: Direct sales through its e-commerce platform, Amazon Karigar, Amazon US, and partnerships with Walmart.
- B2B: Collaborations with resorts, hotels, and interior designers for custom-made products.
The startup has fulfilled over 1,200 B2C orders with a 30% repeat rate and completed 10 large B2B orders. It is expanding its reach globally by listing products on platforms like Amazon UAE
Artisan Collaboration
Mittihub works with 50 artisan families across Rajasthan, Haryana, and Jaipur. Artisans undergo a 15-day training program led by master craftsmen to refine their skills. This training includes techniques like using semi-precious stone finishes instead of harmful glaze coatings, which preserve the natural texture of terracotta while being eco-friendly.
Revenue Growth
- FY21: INR 10 Lakhs
- FY22: INR 15 Lakhs
- FY23: INR 30 Lakhs FY24 Revenue: INR 70 Lakhs (133% YoY growth).
The company started with an initial investment of INR 50K and has grown significantly without external funding. It remains bootstrapped while focusing on increasing traction and sales.
Achievements by MittiHub
- Mittihub products are tagged under the “One District One Product” (ODOP) initiative, connecting Indian districts to global markets.
- Featured at the World Economic Forum in Davos in 2023.
- Served over 2,800 customers since inception.
The founders aim to scale their revenue further while expanding their artisan network and product offerings. They plan to enhance brand visibility through collaborations with global platforms like Amazon UAE and Walmart.
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