In a proud moment for India’s design and education community, Madhubani Paints, co-founded by NIFT Mumbai alumna Uma Chandan, has been honored with the prestigious Amazon Smbhav Award 2025 in the Employment Catalyst category. The award was presented by celebrated Indian cricketer Smriti Mandhana during a grand ceremony at Bharat Mandapam, New Delhi—marking a milestone achievement for the artisan-led venture that has been redefining rural employment and sustainable craft entrepreneurship.

The recognition was part of the Amazon Smbhav Summit 2025, one of India’s most influential gatherings for entrepreneurs, startups, MSMEs, innovators, and sustainable businesses. The summit brought together industry leaders, policymakers, and change-makers to celebrate ventures shaping India’s economic and social future. Among hundreds of enterprises evaluated, Madhubani Paints stood out for its exceptional impact on livelihood creation and its commitment to preserving India’s rich artistic heritage.

Rooted in the artistic lineage of National Award–winning Madhubani painter Smt. Asha Jha, Madhubani Paints began as a family-driven art practice and has now grown into a transformative social enterprise. Today, the company empowers hundreds of women artisans across rural Bihar by offering stable, dignified, home-based employment opportunities, along with structured skill development in traditional Madhubani painting. The initiative enables women to earn a sustainable income without relocating or stepping away from family responsibilities—creating a ripple effect of economic independence and social empowerment.

Under the leadership of co-founder Uma Chandan, a B.F.Tech (Apparel Manufacturing) graduate from NIFT Mumbai, the company has built a strong craft ecosystem that merges traditional techniques with contemporary design thinking. With over a decade of experience across the apparel, textiles, handicrafts, export, and buying house sectors, Uma has steered the brand into diverse product categories including hand-painted textiles, murals, garments, sustainable fashion labels, and culturally inspired lifestyle products—bringing Madhubani art to modern markets in a meaningful way.

The Amazon Smbhav jury praised Madhubani Paints for its employment-first model, emphasis on fair wages, ethical production practices, and its remarkable success in making heritage crafts commercially viable while preserving authenticity. The award celebrates the venture’s role in shaping a more inclusive handmade economy, where artisans—especially women—are empowered through skills, income, and ownership of their craft.

Expressing her gratitude, Uma Chandan described the award as a tribute to the dedication and resilience of the artisans. She acknowledged how her NIFT education broadened her vision of aligning creativity with responsibility, enabling her to build a craft-led enterprise that impacts communities at the grassroots while elevating traditional Indian art to global platforms.

For Campus Varta’s student community, aspiring designers, and young entrepreneurs, the journey of Madhubani Paints is a powerful example of how design graduates can build purposeful ventures rooted in cultural revival, sustainability, and social impact. The company’s achievement at the Amazon Smbhav Summit 2025 underscores the transformative potential of combining heritage, innovation, and empowered artisanship to shape the future of India’s creative economy.