Neena Patel, a teacher, homemaker, mother and artist, is the creative force behind the crochet label Neeknots. In addition to catering to lovers of handcrafted lifestyle products, the label also aims to make women independent. Watching her mother and grandmother indulge in needlework crafts became Neena’s inspiration. Coming from a family which appreciates the arts and crafts, aesthetic and design have always been in her blood. ‘My mother and grandmother are the reason for me to know what I do and my daughter is the reason I will do what I will do,’ says Neena delightfully.
It wasn’t until her daughter Sanaina encouraged Neena to turn her passion into a profession that Neeknots came into being. ‘It was about time that I started showing what I was capable of making with my hands, most importantly transferring that knowledge to women like me,’ asserts Neena. In the middle of the lockdown of 2020, the idea for Neeknots finally took root and grew into the beautiful handicraft label it is today. By making products for toddlers and children, ‘the idea was to empower women to learn and earn,’ shares Neena.
Neeknots’ versatile range of products thus far features children’s toys, cushions, ottomans, lightbulb holders, lampshades, multipurpose baskets, face exfoliators, swing sets, rugs, throws, bags, blankets, home decor and so much more, all made using intricate crochet and needlework. Giving credit to her daughter, Neena says Sanaina is the one who is able to identify gaps in the market, looking through the lens of her entrepreneurial mind, which leads to their creative products. Customising designs to bring the customer’s vision to reality is of utmost priority for them. ‘We create the spark and let the customer burn the fire. We are not qualified designers with the technical know-how. We just follow our hearts and let our creativity guide us to make things we would own,’ admits Neena. The process of creating each design is challenging and rewarding at the same time, and the fact that she has created these pieces of art with her own bare hands, amazes Neena each time.
Speaking of their desire to empower and inspire women in their homes to create a community of makers, Neena tells me proudly, ‘after the first two months, as visibility grew for Neeknots, we decided it was time to hire. I was looking for someone to come work full time in front of my eyes so I could assure the quality would not be compromised. We got our first employee, Divya. She used to work as a maid in three homes. I held her hand and taught her how to hold a crochet needle and start looping. From that day to six months later, today, she is no longer a maid, and is working full time as a Neeknots employee. She now knows how to read patterns, use an iPad and is excited to come to the office everyday. This is all that we are about. We have a team of homemaker women in financial need, who also do some of our work. We plan on teaching and changing the lives of women, who may not be educated but can certainly be independent.”
Crochet, knitting and needlework typically evoke nostalgic imagery of mothers and grandmothers creating for their children, whereas Neeknots caters to a modern market. To bridge the gap between the two is still a long road ahead. However, to simply create a niche is their desire. ‘Design has the same base — traditional or modern. Minimalism, muted colours, and attention to detail sums up my approach. It’s empathy that defines our design style,’ shares Neena. Speaking of the challenges, Neena says that there have been multiple other obstacles along the way, ‘we have struggled immensely in communicating the value of the craft and the products. The material is a challenge to work with, as the yarn is very expensive. The greatest challenge has been scaling while trying to grow organically. The industry and market are commercialised and have set standards of branding, advertising and photography. We are a very grassroot brand and are bootstrapping as we grow, which slows us down. Although,’ jokes Neena lightheartedly, ‘the biggest one is having a mother and a daughter work together!’
‘Despite the struggles of growing as a small company doing something different, the way a kid smiles when playing without toys, or giggles while using the swing makes our day,’ says Neena delightfully. She further adds, ‘we create pieces that will be passed down to generations. Lighting up the eyes and lives of everyone who associates with us, gives us sound sleep at night. How we touch and change lives will always be the driving force at Neeknots. Our crafts are a part of our value system and culture. Being able to make it more up-to-date and conserving the form brings us immense joy!’
For their playful brand, a lot is in store for the future. ‘We have laid out plans to expand not only vertically but also horizontally. We plan on launching new product lines using crochet — clothing, more furniture and men's products. We also plan on introducing new crafts to the mix,’ shares Neena. Blending colours, visions and loops, the women-powered brand is adding a modern twist to cultures of the past. They have already carved out a market for themselves, with immense potential for growth, all the while promoting virtues of self-sufficiency and financial independence. And so they rightly exclaim, ‘stay tuned as we are here to stay and create history!’
Text Devyani Verma
Date 09-08-2021