A lifestyle product design graduate from NIFT Gandhinagar and an alumnus of IIM Calcutta, Nitika has more than 12 years of corporate experience across product design, product management and brand management. Her vision is to transform inherited craft skills into contemporary home décor products that combine aesthetic appeal with everyday utility.
A mother to a young daughter, Nitika draws inspiration from her surroundings and the artisans associated with the brand. The principles "We live to learn" and "Never say Never" guide her approach to community building, craft revival and business development. Pine Cone brings together natural materials, clean lines and Boho-Scandinavian-inspired aesthetics to create handcrafted products for modern homes and personalised interiors.
The brand's work is rooted in traditional Indian basket weaving, cane webbing, coiling, stitching and macramé. It collaborates directly with artisan communities across Assam, Manipur, Himachal Pradesh and Jammu & Kashmir, using materials such as water hyacinth, Kauna grass, salt reed and English willow.
These materials are transformed into contemporary home décor, children's décor, customised storage products and personal accessories. Its range includes handwoven water hyacinth baskets, Kauna grass baskets, trays, organisers and other handcrafted products designed to retain the natural character of their materials while meeting the requirements of modern households.
Nearly 90 per cent of the artisans associated with Pine Cone are women from rural communities. The brand directly works with approximately 25–30 artisans and maintains connections with wider village clusters comprising an estimated 300–400 craftspeople. The initiative provides women with opportunities to contribute to household incomes, support their families and fund their children's education.
Nitika also works towards preserving traditional skills in Jammu, her hometown, where she volunteers and conducts free artisan training workshops in collaboration with the handicrafts department. The workshops aim to help traditional practitioners understand changing market requirements and explore wider opportunities within the handicrafts industry.
However, building an artisan-led business across geographically dispersed communities involves operational challenges. Language barriers in parts of the Northeast and transportation difficulties in remote Himalayan villages can affect production timelines. Pine Cone addresses these challenges through long-term relationships, practical support and design interventions intended to keep traditional skills commercially relevant.
The brand's product portfolio is organised into four categories: home décor, kids' décor, customised storage and bulk gifting. Each category combines traditional Indian craftsmanship with natural materials, contemporary design and functional requirements.
The home décor collection includes planters, baskets, trays, wall décor and handcrafted table accessories. Handwoven water hyacinth baskets provide storage solutions, while Kauna grass planters offer natural finishes for indoor greenery. Handcrafted placemats, table runners and trays add texture to dining spaces. An English willow pendant lamp is another product in the collection, bringing a sculptural element to contemporary interiors.
The products feature clean silhouettes and organic textures designed to complement both minimal interiors and more layered living spaces. They introduce traditional Indian craftsmanship into modern homes without depending on conventional decorative motifs.
During festive occasions, handcrafted table accessories and natural home décor products offer alternatives to conventional gifting. A thoughtfully arranged dining table or a handcrafted serving tray can also be incorporated into everyday entertaining. The products are designed for repeated use, extending their relevance beyond celebrations such as Diwali.
Pine Cone introduced its dedicated Kids' Décor category last year, extending its design approach to children's rooms, nurseries, schools and play spaces. The collection includes nature-inspired baskets, mirrors and accessible storage solutions that combine playful designs with practical functionality. By providing dedicated spaces for toys, books and other belongings, the products encourage children to organise their possessions while supporting imagination and discovery.
Customised storage is another key category within the brand's portfolio. Pine Cone offers customised woven storage baskets and made-to-order solutions designed around individual household requirements and available spaces.
The range includes wardrobe organisers, laundry storage and pull-out storage solutions for furniture units. Products can be developed according to specific dimensions and functional requirements. Their woven finishes allow storage accessories to complement interior spaces while retaining the practical benefits of organised storage.
The brand also offers bulk gifting solutions for festive occasions, weddings and corporate initiatives, including CSR gifting. Customers can select from existing products such as home décor accessories, bags and yoga mats or explore customised options based on specific requirements.
For festive gifting, wedding favours and corporate hampers, Pine Cone focuses on useful products rather than generic giveaways. For bulk orders, the brand works to maintain consistency across products while accommodating the natural variations associated with handcrafted manufacturing. Its gifting portfolio is aimed at individuals and organisations seeking handmade products with an artisanal character.
Beyond its product categories, Pine Cone has expanded its business presence across multiple online and offline channels. The venture initially developed through Instagram, which continues to remain an important business channel. Its distribution has since expanded to its own online store and sustainable and handcrafted marketplaces, including Okhai, LBB and Vajor.
The brand is also available through select retail stores in Delhi and Goa and participates in artisanal pop-ups across Delhi, Mumbai, Bengaluru and Chennai.
Pine Cone is developing its corporate presence through LinkedIn, targeting hospitality businesses, corporate spaces, schools, nurseries, spas, wellness centres and boutique design stores. Its customised corporate and CSR gifting services provide another avenue for introducing handcrafted products made by Indian artisans into workplaces and institutional environments.
With growing interest in conscious consumption, Nitika sees opportunities to expand the brand across India and international markets, particularly Europe and the Americas. The focus remains on demonstrating how traditional Indian craftsmanship can adapt to contemporary requirements while retaining its identity.
For Pine Cone, sustainable home décor extends beyond the use of natural materials. The brand's approach also emphasises creating functional products that remain useful over time. Multipurpose designs, customised solutions and handcrafted production are central to its effort to make home accessories lasting additions rather than temporary decorative purchases.
By connecting rural artisan communities with contemporary design preferences and evolving consumer requirements, Pine Cone is building a business around traditional skills, natural materials and everyday functionality. Its journey highlights the role of craft-led enterprises in creating market opportunities for Indian artisans while bringing traditional craftsmanship into modern homes.
Discover Pine Cone through its website, pineconeindia.in, Instagram at instagram.com/pine_cone_official and LinkedIn at linkedin.com/company/pine-cone-india/.
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