Bhumi Artisan blends traditional craftsmanship with contemporary design

A university student's curiosity about traditional crafts grew into Bhumi Artisan, a handicraft brand generating more than Tk1 lakh in monthly revenue and supporting over 30 artisans, directly and indirectly.

Bhumi Artisan Founder Jannatul Ferdous combined traditional pottery with contemporary bamboo and cane designs to build the business and create livelihood opportunities for artisan families, according to a press release.

"When I was at university, I often spent my free time in the craft sections of Aarong and Jatra showrooms. Many staff members thought I was looking for a job and asked me to submit my CV," Jannatul recalled.

"But I was not there for employment. I was studying their bamboo, cane, and clay products to understand how they were made. That was where my fascination with traditional crafts truly began."

Although her father hoped she would become a doctor, Jannatul chose a different path. Defying expectations, she studied architecture, briefly worked in the profession, and eventually pursued her dream of becoming an entrepreneur.

"Most clay products available in the market lack variety and quality," she said.

"At Bhumi Artisan, we focus on refined craftsmanship and contemporary design. Today, we produce everything from dining sets, mugs, tea sets and water jugs to decorative home accessories that blend tradition with modern aesthetics."

Jannatul married while pursuing her degree. After graduating in 2018, she found herself balancing motherhood with an uncertain career.

She continued applying for jobs and eventually joined an architectural firm in 2020, but corporate life did not feel like the right fit.

"I always wanted to build something of my own," she recalled.

Her first venture, which sold plants and gardening accessories, failed to gain traction. The COVID-19 lockdown then opened a new opportunity.

Jannatul joined a Facebook community called Grihakabya and began sharing photographs of home décor. One post featuring a handmade cane-and-metal plant stand she had created for her home drew considerable interest.

"My inbox was flooded with messages. I spent nights replying to potential customers," she said.

In August 2020, she shipped her first order to Chattogram. The Facebook initiative later evolved into Bhumi Artisan, turning a personal interest into a business.

The brand now sells through Facebook, its website and display centres in Dhanmondi and Banani, generating monthly revenue of more than Tk1 lakh.

Bhumi Artisan works with six artisan clusters in Shariatpur, Savar and other parts of Bangladesh, producing handcrafted clay, bamboo and cane products near the sources of the raw materials.

The business also operates three warehouses in Narayanganj and employs five full-time staff members, supporting the livelihoods of more than 30 artisans directly and indirectly.

"Finding skilled artisans was one of the biggest challenges," Jannatul said. "Craftsmanship matters even more than design. That is why I give the artisans the freedom to perfect every piece."

She said her relationship with the artisans had deepened over time and gone beyond business.

"They have become like family. I even hosted one artisan's daughter's wedding at my home. That bond is reflected in the care and dedication behind every product we create."

Jannatul credited BRAC Bank's capacity-building initiatives with helping her grow as an entrepreneur.

"I attended two entrepreneurship development programmes organised by BRAC Bank last year. One session, led by a trainer from the Netherlands, focused on developing an entrepreneurial mindset," she said.

"It taught me to think differently, embrace innovation and look beyond conventional solutions. That experience gave me the confidence to take my business to the next level."

BRAC Bank's "Amrai TARA" programme offers women entrepreneurs practical guidance on business management, digital skills, financial literacy, and market access.

The programme has so far supported more than 3,000 women across 20 districts, and plans are in place for nationwide expansion.

Jannatul also highlighted the convenience of BRAC Bank's Astha app, saying it enabled her to manage payments and daily financial transactions from home.

Jannatul now aims to take Bhumi Artisan beyond Bangladesh and introduce its products to international markets.

"Handcrafted products carry emotion and tell stories. When traditional craftsmanship meets contemporary design, it creates timeless appeal," she said.

"I want to preserve that authenticity while introducing Bangladeshi craftsmanship to the world. We plan to participate in international trade fairs from next year, and my dream is to establish Bhumi Artisan as a globally recognised brand," she said.