Tasavvur , a young entrepreneur from Bulandshahr, Uttar Pradesh, is carving a niche in the online handicrafts space through his venture Army Grams, blending traditional craftsmanship with modern execution.
After a brief stint creating and editing videos for influencers in Noida and Delhi, he chose to return home and pursue entrepreneurship, setting up a craft-led brand that sells home décor and fashion accessories.
The shift, he says, brought more meaning to his work, while opening access to a market that extends across India and overseas.
From creator economy to craft commerce
Having completed Class 10 in 2021, Tasavvur pursued graphic design until 2023 and later worked in content production. While the exposure sharpened his creative skills, he felt disconnected from the work.
Conversations at home in Bulandshahr led him to explore handicrafts, an area his younger brother Zeeshan was already familiar with. A close friend, Shoaib, joined as an early collaborator, and the trio began testing ideas online in 2024.
With no prior experience running an internet-first business, the initial months were challenging, the founder recalls.
Building Army Grams
Operating from Bulandshahr, Army Grams focuses on two core segments: home décor and fashion accessories. The brand offers more than 25 décor categories and over 10 accessory lines, with customisation as a key differentiator.
If a customer shares a reference or sample, the team attempts to recreate and refine it at their workshop. Early customers appreciated the responsiveness and quality, Tasavvur says, which helped generate repeat orders.
The product range includes:
- Home décor items such as wall hangings, decorative tents, keychains and handcrafted accents
- Fashion accessories and clothing, including dresses, beachwear, shorts and long silhouettes
Formalising the business
As demand grew, formal compliance became essential. Many suppliers required GST billing, prompting the team to register early.
Given the variety of materials used, they mapped raw material sources across multiple states while managing operations from Bulandshahr.
Expanding the vendor base helped stabilise inventory, improve turnaround times, and support custom orders.
Funding support
Access to credit proved difficult initially, with lenders either declining applications or quoting high interest rates. A friend who ran a cybercafé in Bulandshahr informed Tasavvur about the Chief Minister’s Yuva Udyami Vikas Abhiyan (CM YUVA) scheme.
After a helpline call clarified documentation requirements, he visited the District Industries Centre in Bulandshahr, where officials encouraged him to submit the proposal. The bank processed the application, and within around six weeks, the loan was sanctioned.
According to the founder, the facility came with no interest and no EMIs during the initial period, allowing the team to focus on execution.
Growth and future plans
With about a year and a half of operations by late 2025, Army Grams has remained focused on design quality and customer communication. Buyers expect better quality, better products and better design, Tasavvur says, and the team is committed to delivering on all three.
Looking ahead, the Bulandshahr-based startup plans to deepen its product categories and strengthen sourcing networks, scaling the business while staying rooted in craftsmanship.
Original Article
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