Bollywood cinema has forever showcased the relationship of a mother-in-law and her daughter-in-law in a negative light. The stereotype has been driven with such expertise that the combined phrase of saas-bahu projects only produces negative threads. Two such people, working together? Nah, not possible, now is it?

The ancient art of Madhubani painting, also known as Mithila painting is among the oldest art forms of art in the world, had all but lost its glory with the spinning wheel of time. Being a passionate admirer of the art form, Ruchi Jha decided to breathe life into it with her plunge in the corporate world. She launched iMithila, in mid-2016, a startup which is truly capturing the beauty of Mithila paintings. But Ruchi Jha wanted a partner to support and motivate her endeavors.

Call it fate or pure luck, her mother-in-law Renuka Maheshwari, a retired professor of Botany, turned out to be an equal admirer when it came to the ancient art form. Perhaps breaking the biggest stereotype ever, this saas-bahu duo decided to lay down the foundation of their startup together. Social stigma hit right in the feels, eh? These social entrepreneurs have been adapting the ancient art of Madhubani painting from traditional mural form to newer, more widely used modern products.

Well, this is one conversation that you must be wishing to read till the end. Go on, then!

In what way does this unique bond of daughter-in-law and mother-in-law positively affect the startup?

We complement each other because of different skill sets we possess. I (Renuka) have the linguistic advantage and the experience to guide the production unit with quality standards. 

The other co-founder (Ruchi) is armed with an MBA from coveted K J Somaiya has the corporate exposure to lead the commercial aspects of the business. The fact that we are a part of the same family helps us carry forward the culture of honesty, integrity, hard work, innovation, and farsightedness into the company.

Tell us about that moment where you sat down and decided to pick up Madhubani Art for your startup?

It was during one of the visits to our ancestral home, we discussed the opportunity and decided to give it the best shot – iMithila is born. 

How do you divide your responsibilities?

Ruchi: I am handling the commercial part of the business like strategic alliances, marketing activities, Brand positioning and daily operational aspects.

Renuka: I handle vendor management department, production section, and quality standards.

What were the challenges and difficulties you faced in the making of the startup?

We are not a run of the mill eCommerce company selling a common product in a known sweet pricing spot. In fact, we are innovating and improving in a niche art design form and not sure of the product acceptance, price points, and revenue which can generate substantial revenue from a category. That makes our journey challenging but also exciting. In a short span of time, we have been recognized among 32 Super Startups alongside many established players.

What are the entrepreneurship lessons you learned from your mother-in-law, Ruchi?

Ruchi: Entrepreneurship is all about lows and highs. Having an experienced partner like my mother-in-law has helped me understand that after lows, the high will definitely come.

One saree that is your favorite from Renuka’s wardrobe and you are keen to possess it?

Ruchi: Handpainted Madhubani Tussar Silk Saree depicting the Raas Leela of Radha and Krishna. They are my favorite!

And, Renuka, do you fancy something from Ruchi’s wardrobe?

Renuka: Madhubani Painting on Canvas Shoes is very unique. It is in design stage at iMithila. Ruchi possesses one of the trial pieces. It is so beautiful.

What has been the most beautiful family moment you had together?

Ruchi: When we are out shopping together. Best moments, ever.

Renuka: When we shared the stage together to receive the Super Brand Super Startup Award for iMithila for the Year 2017-2018.

What is that one mischief you participated in with your daughter-in-law, Renuka?

Renuka: Many and the common man (Ruchi’s husband) in our lives has been the bakra most of the time. (laughs)

What was that one piece of wisdom your mother-in-law gave you that you’ll cherish forever?

Ruchi: She once said that “Innovation is key to sustainable growth and hence success. “ And iMithilia’s success is all based on the very pillars of innovation.

Tell us about when your mother-in-law stood by your decision?

Ruchi: In order to launch iMithila, I decided to quit my job. While many strongly criticized my decision, my mother-in-law was the one who supported me wholeheartedly. Our coming together as a team is the hallmark of our relationship.

iMithila has a team of 10 working in Noida and Delhi, along with a production unit of 40 artists in Darbhanga.

What innovative products has iMithila produced till now?

Ruchi: We are the first ones to produce Hand Painted Organic Madhubani Clutches, Mulberry Madhubani Silk Sarees, Wall Clocks, and Trays. We are the only choice for customers in Branded Madhubani Hand Painted Kurtis.

What keeps your business bonding intact?

Ruchi: The desire to bring the change that everyone wants to see.  India is a country of Class B/C cities and villages. Our venture is making them world standard and this improvement keeps us moving forward.

Renuka, what message would you give to yourself when you were your daughter-in-law’s age?

Renuka: I would advise me to try new things in life and never shy away from them. Enjoy the experience, cherish it forever.

Wall clock

Renuka, describe the friendship you share with your daughter-in-law?

Renuka: We at times work on designs together, shop together and love the same girly taste in food. It is the commonness in our tastes that has helped us create this unique folk art ethnic brand in women’s wear and home décor that is destined to be a wonder.

Were there any moments when the generation-gap was clearly felt?

Ruchi: Never! The success of iMithila is more than a two-member-team commitment towards work. Our responsibilities in iMithila are clearly defined according to our respective intellect and area of expertise. We have many disagreements, we discuss and debate it and finally, do what is best for the company.

How does your relationship with your daughter-in-law help you define your age and make you feel younger?

Renuka: She brings out the chirpy person in me. iMithila is a young company with lots of innovative ideas and the atmosphere she helped in creating inside the company has made me feel like I just gained back all the years, I feel so young!

What do you have in mind for the future of iMithila?

Ruchi: We want to establish ourselves as the first choice for customers in Indian Folk Art based women wear and home décor.

What message would you like to give to every daughter-in-law and mother-in-law out there on how to turn their relationship into successful business ventures?

Renuka: It is about mutual respect which has to be shared between mothers and daughters. If both equally respect each other, the outcome is a strong bond between them. Getting successful becomes an easy task then, it is bound to happen.