Nurture India
Nurture India is a grassroots initiative supporting Indian artisans from underrepresented communities. Lacking an online presence to reach global markets, I designed and developed their e-commerce website, enabling them to expand their reach, share their stories, and grow their business on a scalable, user-friendly platform.
Indian home decor brand, eco-conscious, ethically handcrafted by
artisans who Nurture India 🫶
Note: The website has been updated in the last year and may differ from the version I designed.
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Live Website ↗
Artisans Deserve More Visibility
Indian artisans are incredibly skilled, but most lack access to global markets. They rely on local buyers, which limits their growth and income. Nurture India wanted to change this by taking their work online and reaching customers around the world, but they needed help building a platform to make it happen.
I stepped in to design and build a simple yet impactful e-commerce website for Nurture India. The site focused on showcasing the artisans’ work, telling their stories, and making it easy for customers to support them. By creating a platform that was both functional and easy to manage, we gave these artisans the opportunity to sell their crafts to a global audience.
Mapping the Journey: From Ideation to Information Architecture
Designing the Digital Shift
I worked closely with Somya (Founder) to understand what the artisans needed and what customers might want when buying handcrafted products online.
The website design was clean and simple, with a focus on the artisans’ work and stories. I wanted their creativity to be the star.
I set up the e-commerce site using Shopify, making sure it was easy to navigate, manage orders, and handle payments.
To help the team understand customer behavior and track sales performance, I integrated analytics tools that provided insights into traffic, popular products, and customer trends.
I set up Mailchimp integration to help the team send personalized updates and promotions to their growing customer base, ensuring better engagement and repeat purchases.
I trained Somya’s team to confidently manage the website, use the analytics tools, and run email campaigns so they could keep the platform running smoothly and independently after launch.
Home Page - First Fold (Left) and Second Fold (Right)
Product Listings Page (Left) and Product detail page (Right)
Impact: Driving Sales and User Growth
$1M
RevenueHelped drive $1M in annual revenue in the first year.
20+
CountriesGrew the customer base from 5,000 to 200,000 in over 20 countries.
5000
Monthly OrdersEnabled artisans to receive over 5,000 orders a month.
Seeing Happy Faces Made This Project Even More Rewarding!
Launching Nurture India’s e-commerce platform and seeing the impact it had on artisans’ lives was an incredibly rewarding experience. My favorite parts of the project were collaborating closely with the founder, brainstorming ways to tell the artisans’ stories, and learning to balance technical challenges with user needs. In hindsight, I would have conducted additional user testing with artisans themselves to ensure the platform was as intuitive and accessible as possible for them to manage independently.