Enterprise: India House (Deep Carpets Mfg Ltd)
Director: Sona Makhni
Industry: Lifestyle, Leisure & Home Décor
Year it was founded: 1994
Location: Amritsar, Punjab

Sona Makhni established Deep Carpets Mfg Ltd in the year 1994 and started out with manufacturing and exporting carpets to America and Europe. A decade later, when there was a slump in the carpet export sector, to meet the challenge she expanded her repertoire of products to include handicrafts and textiles. Under the brand name India House, she has 6 retail outlets in Amritsar and a thriving export business.

Sona Makhni (SM) shares her business journey in conversation with GlobalLinker (GL).

GL: Tell us about your business.

SM: We specialise in manufacturing and exporting hand knotted carpets, antiques, handicrafts, pashminas, phulkaris and jewellery. All our products are the result of the fine craftsmanship of our artisans, who keep an eagle eye at every stage of production, making quality and variety our trademark.

GL: You have been exporting for 25 years now. What has been your secret of success?

SM: It’s important to constantly reinvent yourself and ensure that your quality is top-notch, products unique and prices competitive. In 2003, when carpet exports took a hit, I used this challenge as an opportunity to grow. I jumped into the production of handicrafts and exported to Europe and America. In my opinion taking part in international exhibits is very important to meet new buyers and keep abreast with market trends.

In 2003, when carpet exports took a hit, I used this challenge as an opportunity to grow. I jumped into the production of handicrafts and exported to Europe and America.

We are now also foraying into the ladies garments segment and establishing a garment manufacturing unit on a contract basis.

Also read: Manjir Chatterjee, Founder-CEO, Folk

GL: What according to you are the primary challenges that exporters face?

SM: The main challenge nowadays for exporters is to compete in terms of pricing. Moreover, exporters have to closely monitor product quality to rule out competition from suppliers of other countries. I believe that FIEO (Federation of Indian Export Organisations) makes exporters aware of new export policies & also takes the problems of the exporters to the right forum. Exhibitions organised by FIEO, bring the international market closer to the exporter.

GL: What is your big business dream?

SM: Having an increasing turnover is of course a goal. Ultimate dream is also to ensure that we can sell our manufactured products directly to consumers in India and abroad.

GL: What is your advice to aspiring entrepreneurs?

SM: Being an entrepreneur demands hard work and ingenuity. Maximum utilisation of working hours should be the goal of every entrepreneur.

Also read: Yosha Gupta, Founder, Memeraki

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