THE ART OF CLAY PRESERVING HERITAGE AND PROMOTING SUSTAINABLE LIVING WITH ARK NATURALS

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Meet Mr. Fahd Khatri, the visionary behind Ark Naturals, a company that specializes in premier clay products transforming simple clay into functional, aesthetic pieces. In this interview, Fahd sheds light on his story, how he started his company, introduces artisans who help bring his products to life, and what lies in the future for Ark Naturals. Read on to find out how he blends fine craftsmanship and traditional artistry into people’s everyday lives.

Shaneer N Siddiqui : Can you tell us a little about your background and how it influenced your journey into the world of clay artistry?

Fahd : I have inherited my deep love for art and craftsmanship from my family, and it has always been a part of me. Growing up I was constantly surrounded by artistic elements; from drawings, and paintings to different forms of art and design. My academic background in fashion design further fueled my passion, urging me to experiment with different mediums. It is the versatility and tactile quality of clay that piqued my interest, and that’s how my journey with Ark Naturals began.

Shaneer N Siddiqui : What was the inspiration behind starting Ark Naturals and how did the idea come to life?

Fahd : The idea of Ark Naturals came at a time when I wanted to create something beautiful and meaningful. I observed a gap in the market for high-quality terracotta products that are handcrafted and offer both functionality and beauty. It is this realization coupled with my passion for design, that pushed me to start this journey to build a brand that adds a piece of traditional craftsmanship into people’s homes.

Shaneer N Siddiqui : Ark Naturals takes pride in turning ordinary clay into beautiful works of art. How does the transformation come about through the creative process?

Fahd : Our creative process combines both traditional craftsmanship and the use of new technologies. This process begins by selecting the best clay and then carefully creating and moulding a design with care. All items are handmade and each one goes through a thorough quality check to ensure that it meets our stringent requirements. A team of skilled artisans working for us is an integral part of breathing life into these designs with their skill and dedication.

Shaneer N Siddiqui : Can you tell us about some of the unique products Ark Naturals offers?

Fahd : We provide a wide range of products, from functional items like cookware, serveware, and drinkware to ornamental pieces like lighting and home decor. Each product is designed to feature a touch of artistry in our everyday lives, transforming mundane activities into enjoyable experiences. Our collections are continuously evolving, featuring new styles and designs that showcase both modern trends and traditional craftsmanship.

Shaneer N Siddiqui : How do you ensure the quality and sustainability of your products?

Fahd : Quality and sustainability are at the core of Ark Naturals. Selecting materials comes with experience, both mine and the artisans. I rely on their knowledge and craftsmanship to source only the finest materials and comply with stringent quality control processes. Sustainability is also a priority for us; ensuring that our clay is ethically sourced and our manufacturing processes are environmentally friendly. Our products are made with love, retaining as much of the original art form as possible.

Shaneer N Siddiqui : How do you ensure that the products you offer are truly natural and beneficial for health?

Fahd : I make it a point to pay a visit to my artisans to ask about their methods and the types of clay they use; the absence of lead in clay is something that I always check on. I am a regular user of these products and have the products undergo lab tests to ensure that there are no heavy metals present and are free from toxicity. This hands-on approach provides us and the consumers, the confidence that the products are authentic and safe.

Shaneer N Siddiqui : Can you tell us about the artisans you work with and how their craftsmanship contributes to the uniqueness of your products?

Fahd : I deal directly with seven artisans all over India. Let me share a story about an artisan from Gujarat. He is the only man in his village still creating terracotta products. He once told me – “Even though I face difficulties, I will always be committed to preserving my heritage. This is our tradition, this is our craft, this is our bread and butter, I can’t imagine leaving this profession.”

Shaneer N Siddiqui : Can you describe the process of sourcing and curating the products available in your store?

Fahd : Sourcing involves a process of moving around and meeting artisans to explore the kind of work they do and the quality of their work. Curation is more challenging; some products are ordered immediately, while others require careful consideration, regarding the customer’s needs and the longevity of the item. I also let artisans go for a couple of pieces they wish to work on, that way acknowledging their individuality and creativity.

Shaneer N Siddiqui : How do you educate consumers about the health benefits of using natural products offered by Ark Naturals?

Fahd: Some of the ways that we educate our customers is by informing them in-store or through social media platforms. As for the information on the product, the customers can browse through our website where they will be able to find more specific information about the health benefits of terracotta, seasoning, and other details concerning product care.

Shaneer N Siddiqui : How do you support and improve the lifestyles of the artisans you collaborate with?

Fahd : We respect our artisans and that’s why we do not negotiate pricing with them unless we absolutely have to. They are urged to participate in workload distribution while ensuring that productivity is not compromised for quality. We also support their communities by providing sponsorship to school books and engaging in any activity within the community with the desire to improve their way of life.

Shaneer N Siddiqui : Can you share any specific stories or experiences that highlight the impact your partnership with artisans has had on their lives?

Fahd : I advised one artisan from Gujarat to make modifications to the products he was making. Whenever the new versions were preferred, he was happy and said to me, “When I present customers your products, they no longer want my previous products, instead they ask for these.” It was rewarding to know that I played a small part in helping him improve his livelihood.

Shaneer N Siddiqui : What are some of the challenges you’ve faced in building Ark Naturals, and how have you overcome them?

Fahd : Building Ark Naturals has been a journey filled with challenges, from sourcing high-quality materials to finding skilled artisans from local villages across India. However, these challenges have also been possibilities for growth and innovation. We’ve built strong relationships with our suppliers and invested in educating our team to maintain the best standards of workmanship.

Shaneer N Siddiqui : What makes Ark Naturals different from other stores that offer similar products?

Fahd : We are not studio potters as many others are known to be. That’s why we are very proud to display the works of rural craftsmen, who are the real heroes behind every creation. The fact that each of them has interesting life experiences is what differentiates our products from our competitors.

Shaneer N Siddiqui : What is your vision for the future of Ark Naturals?

Fahd : I see a future where Ark Naturals aims to focus on innovation in clay, creating unique and functional terracotta products while maintaining our core values. I envision us, increasing our outreach and exploring new markets. We also plan on introducing new collections that combine the aesthetic of traditional craftsmanship with the innovation of today’s modern style.

Shaneer N Siddiqui : How do you stay inspired and keep your designs fresh and innovative?

Fahd : Creativity is observed and born out of many sources like nature, art, architecture, and just about anything that we see in our daily lives. To acquire new ideas and be updated with global trends, I make sure to travel as frequently as possible. Further, I do not restrain my team from initiating ideas and concepts that challenge their creativity. The brainstorming sessions and workshops allow us to constantly stay updated and keep our designs fresh and innovative.

Shaneer N Siddiqui : What advice would you give to aspiring entrepreneurs and artisans in the industry?

Fahd : In my opinion, one should not deviate from the vision and what he or she loves doing. Even though it takes time and, requires patience to build a brand, the process is very fulfilling. Choose quality over quantity, build strong relationships, and never stop acquiring knowledge. No matter how difficult, learn to embrace challenges as opportunities for growth and never compromise on your core values.

Shaneer N Siddiqui : How important is community and customer feedback to the growth of Ark Naturals?

Fahd : Listening to our customers is a very important part of our business growth. This is true because they help us with valuable insights and further help us improve the quality of our products and services. Our activities are fully proactive when it comes to interacting with the consumers, as we take time to communicate with them through our social media platforms which helps us understand their needs and preferences.

Shaneer N Siddiqui : What impact do you hope Ark Naturals has on its customers and the broader community?

Fahd : I want people to fall in love with handmade terracotta and the artistry that goes behind every product. I also wish for our brand to influence our customers to shift towards sustainable living and support the artisans who are responsible for crafting such beautiful pieces of art.

Shaneer N Siddiqui : Lastly, what message would you like to share with our readers about Ark Naturals?

Fahd : I would like to extend my sincere appreciation to all our customers and everyone who has been supporting us right from the start. It warms our hearts to know that you enjoy the products that we create and that motivates us to keep creating and innovating. We work hard to provide you with the finest terracotta products that will bring a touch of culture, tradition, and artistry to your homes.

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