In December 2020, amidst the global pandemic, a compassionate initiative was born in a small village in Odisha, Kendrapara. Soumya Ranjan Sahoo, a passionate entrepreneur, found himself deeply concerned about the artisans in his community. With traditional crafts at risk of extinction and artisans struggling to make ends meet, Ranjan decided to take action. What began as a modest venture on Instagram soon evolved into what we now know as Fermoscapes—a brand dedicated to crafting beautiful, sustainable home decor while empowering rural artisans across India.
The Early Days
Ranjan’s initial goal was simple yet profound: to support the women artisans in his village during a time of uncertainty. He started by selling products on Instagram, focusing on items crafted from locally sourced materials like Sabai grass and date palm grass. These products resonated with a niche audience, but Ranjan knew that with the right branding and marketing, Fermoscapes could reach a much larger market. That’s when he turned to Kanika Dhankher, a branding and marketing expert with experience at renowned brands like Red FM and Emami.
Kanika initially joined Fermoscapes to lend a helping hand, assisting with branding, setting up the website, and photographing the products. However, as she delved deeper into the brand’s mission, she realized its potential to make a significant impact. The brand was not just about selling products; it was about preserving traditional crafts, empowering women, and creating sustainable livelihoods. Inspired by this vision, Kanika joined Fermoscapes full-time in September 2023, taking on the role of Co-founder and Creative Director.
A Mission Rooted in Sustainability and Social Responsibility
At the heart of Fermoscapes lies a deep commitment to sustainability and social responsibility. The brand emphasizes using natural and renewable materials in its products. From Sabai grass to date palm grass, every material is chosen with care, ensuring that the products are not only beautiful but also have a low environmental impact. Even the packaging is 100% plastic-free, reflecting Fermoscapes’ dedication to sustainability in every aspect of the business.
Fermoscapes also prides itself on being a socially responsible brand. The company currently works with over 300 artisans across six states, with 80% of them being women. These artisans are organized into clusters, each with supervisors and master artisans who ensure that the products meet the high standards of quality and craftsmanship that Fermoscapes is known for. The brand’s commitment to providing consistent work and fair wages is unwavering, even during periods when business is challenging.
A Name with a Story
The name “Fermoscapes” carries a story of its own. “Fermo” means beautiful in Latin, while “scapes” comes from escapes, whether in one’s home or surroundings. The name reflects the brand’s philosophy of creating spaces that are both beautiful escapes which can be found even in the comfort of your home.
A Balance of B2B and D2C
Fermoscapes operates in both B2B (Business-to-Business) and D2C (Direct-to-Consumer) sectors, striking a balance that allows the brand to leverage its strengths in design and customization. In the B2B segment, Fermoscapes collaborates with prominent brands, hotels, and interior designers to create bespoke products that align with their specific needs.
In the D2C segment, Fermoscapes offers a wide range of beautifully crafted products directly to consumers. The brand’s hero products—baskets made from over nine types of fibres—stand out for their versatility, functionality, and aesthetic appeal. These products are designed not only for daily use but also as exquisite pieces of home decor that elevate any space.
The Role of the Head Designer: Crafting Unique Products
A key strength of Fermoscapes lies in its design capabilities, led by the head product designer, Surbhi Ranjit. A product design expert from NIFT Delhi, Surbhi brings creativity and innovation to Fermoscapes’ product line. Her keen eye for detail and deep understanding of materials ensure that each product is not only functional but also a work of art. Whether it’s creating new designs for the B2B market or developing products for D2C customers, Surbhi’s expertise is integral to the brand’s success and is key in setting the brand apart.
Challenges and Growth: Navigating the Path Forward
Like any growing business, Fermoscapes has faced its share of challenges. Managing inventory, optimizing sales channels, and ensuring consistent work for artisans are ongoing concerns. The seasonal nature of the home decor market means that there are periods of high demand followed by quieter months. During these slower periods, Fermoscapes strives to secure collaborations and orders to keep the artisans employed. The brand’s commitment to its artisans is unwavering, even when business is tough.
Milestones and Testimonials: Celebrating Success
The brand’s commitment to quality, sustainability, and social responsibility has earned it praise from customers and partners alike. As one satisfied customer shared on LinkedIn:
“In a world where mass production often overshadows craftsmanship, Fermoscapes stands out as a beacon of tradition and sustainability. Their products are not just functional but are pieces of art that carry the stories of the artisans who create them. Every item I’ve purchased from Fermoscapes has been a testament to their commitment to quality and their dedication to empowering rural communities.”
The NICEorg Connection
NICEorg has played a crucial role in the growth and development of Fermoscapes. From the very early stages, NICEorg provided invaluable support, helping Ranjan and his team understand the key aspects of running a cultural enterprise. Through exposure to networks, industry leaders, and successful cultural businesses like Jaipur Rugs, Fermoscapes gained insights that have shaped its strategies and operations.
Looking Ahead
As Fermoscapes looks to the future, its vision is clear: to become a household name in the home decor and gifting sectors, known for its unique designs and high-quality craftsmanship. The brand aims to expand its artisan network, explore new materials like banana fibre, and collaborate with more prominent brands and hotels. Fermoscapes also plans to increase its focus on customization, offering bespoke products that cater to the specific needs of its B2B clients.
Crafting a Legacy
Fermoscapes is more than just a brand; it’s a movement. It’s about preserving traditional crafts, empowering artisans, and promoting sustainability. As Ranjan and Kanika continue to lead the brand with passion and purpose, Fermoscapes is set to leave a lasting impact—not only in the world of home decor but also in the lives of the artisans who bring these products to life. The journey of Fermoscapes is a testament to the power of entrepreneurship, collaboration, and the unwavering belief that business can be a force for good.
