In an era when retail often chases trends, fast fashion dominates, and consumer choices are dictated by convenience, Hema and Jyotsna Narang are quietly charting a different course. The sisters are the co-founders of Tatsat, a socially conscious store and movement that brings together craft, culture, and conscience. Their story is not just about building a retail brand but about reimagining what shopping can mean when it is rooted in purpose.
From Humble Beginnings to a Conscious Vision
The idea of Tatsat did not emerge overnight. Back in 2012, Hema and Jyotsna began their journey by traveling to artisan clusters, speaking to craftspeople in their homes, and engaging with fair-trade organizations. They were driven by a single question: What would it mean to create a retail space where every product had dignity and every purchase carried a story? These early explorations were not about profit margins or expansion but about listening and learning. “We didn’t want to be just another store,” recalls Hema. “We wanted to understand how traditional crafts could meet contemporary needs while staying true to their origins.” This deliberate patience defined their approach. By the time Tatsat formally took shape in 2020, it was not a rushed venture but the culmination of nearly a decade of groundwork. The foundation was solid: trusted relationships with artisans, knowledge of sustainable production, and a commitment to fair wages and ecological responsibility.
A Synergy of Strengths
What makes the Narang sisters’ partnership remarkable is how seamlessly their strengths complement each other.
· Hema, with her keen eye for aesthetics and design, ensures that every product curated by Tatsat reflects beauty and relevance. She bridges the gap between tradition and modernity, making sure heritage crafts resonate with contemporary consumers.
· Jyotsna, with her strategic mindset and business acumen, anchors Tatsat’s ethical framework. She ensures that sourcing practices remain transparent, artisans are fairly compensated, and the enterprise remains true to its mission.
Together, they have created a brand where creativity meets conscience, and commerce becomes a tool for empowerment.
Curating Conscious Choices
At its core, Tatsat is more than a store it is a platform that bridges makers and buyers. The Narang sisters curate products that embody mindful consumption. From eco-friendly lifestyle products and fair-trade handicrafts to upcycled décor and artisanal toys, every item in Tatsat’s collection is thoughtfully chosen. What makes these products special is not just their utility but their stories. A notebook adorned with Madhubani art carries forward a folk tradition. A handcrafted scarf sustains a weaver’s livelihood. Even a small knick-knack, like an upcycled fridge magnet, reflects a commitment to sustainability. Shopping at Tatsat is, therefore, not about quantity but about meaning. Every purchase becomes a vote for sustainability, for heritage, and for humanity.
Empowering Artisans, Enriching Lives
One of the sisters’ biggest contributions has been creating dignified platforms for artisans. Many craftspeople in India struggle with limited access to urban markets, exploitation by middlemen, and declining demand for traditional crafts. Tatsat changes that equation. By directly engaging with artisans, weavers, and fair-trade collectives, the brand ensures fair wages, visibility, and recognition. For consumers, this means the assurance that their purchases uplift communities rather than exploit them. For artisans, it means their work is not only sustained but celebrated. In this way, Tatsat becomes a bridge connecting local craft traditions to a global consumer base that increasingly values authenticity and ethics.
A Growing Movement in Ethical Retail
As sustainability and mindful living gain traction in India, Tatsat stands as a pioneer not chasing trends, but anticipating them. The Narang sisters’ philosophy resonates strongly with a new generation of conscious consumers who want their shopping to reflect their values. Instead of retail being transactional, Tatsat transforms it into an experience a chance to pause, reflect, and choose with intention. This ethos is what sets the brand apart in a crowded marketplace. For those who want to experience Tatsat’s world of sustainable, artisanal products, the Tatsat story offers a window into its journey and curated collections.
Voices and Stories
Beyond their stores, the Narang sisters actively engage with communities online. For instance, Jyotsna shares insights, reflections, and updates about Tatsat’s mission on X (@jyotsna297), providing followers with a behind-the-scenes look at the challenges and triumphs of running a socially conscious business. Their LinkedIn presence further documents their story, inspiring other entrepreneurs to blend business with responsibility. These platforms extend the reach of their mission, creating a digital community that resonates with Tatsat’s values.
Looking Ahead: Scaling Purpose with Patience
For Hema and Jyotsna, the journey is far from over. They envision expanding Tatsat’s presence, not as a race for growth, but as a thoughtful scaling of impact. Their aim is to partner with more artisan clusters, weaving communities, and eco-friendly innovators across India. The goal is not only to increase Tatsat’s footprint but also to normalize conscious living. They imagine a marketplace where ethical shopping is not an alternative but the default where every consumer has easy access to products that honour craft, culture, and community. As they continue on this path, Hema and Jyotsna remain committed to their founding principles: patience, persistence, and purpose. Their story serves as inspiration for anyone who believes business can be more than profit it can be a force for good.
Redefining Retail with Heart
The story of Hema and Jyotsna Narang is as much about resilience as it is about vision. Through Tatsat, they have created a space where shopping becomes an act of conscious choice one that uplifts artisans, respects traditions, and protects the environment. For consumers, it means that every purchase whether from their Hauz Khas store, the Sangrahalaya outlet, or the Tatsat online shop is more than a transaction. It is a vote for sustainability, heritage, and humanity. Hema and Jyotsna’s journey demonstrates that when commerce is guided by conscience, it can truly become a force for good.
