Shweta Menon’s journey from a successful 13-year career in IT at TCS to becoming the founder and managing director of Truly Tribal is marked by a deeply personal connection to India’s tribal heritage. Hailing from Chhindwara, Madhya Pradesh-a region steeped in tribal culture-Shweta grew up immersed in the traditions and crafts of indigenous communities.
Despite her professional success, she felt a compelling urge to impact lives beyond the corporate world. A pivotal conversation with her father, Ramnarayan Maheshwari, crystallised her mission: to help people beyond her family and build a platform that respects dignity and fosters economic independence.
This personal philosophy laid the foundation for Truly Tribal, launched in 2015, to revive fading tribal crafts by creating direct market access for artisans.
Empowering Artisans Through Innovation and Respect
Truly Tribal emerged as more than a marketplace-it is a social enterprise that connects over 500 artisans from 18 states, representing 25 traditional crafts like Warli, Pichwai, terracotta, bamboo, and tribal jewellery. By eliminating exploitative middlemen, Truly Tribal ensures artisans receive fair prices and consistent orders, transforming their livelihoods.
Shweta’s approach balances innovation with tradition: the platform uses technology such as videos and 360-degree product views to offer customers an immersive experience, while maintaining authentic craft techniques. A focus on B2B partnerships, especially corporate and social gifting, sustains dependable demand, helping artisans earn between Rs 1 to 10 lakh annually.
Artisan Sanjay Sangle credits Shweta’s respect and transparency for reinvigorating his passion for Warli painting and empowering women in his community.
Navigating Challenges and Sustaining Heritage
The journey has not been without obstacles. Early struggles with exhibitions and direct sales led Truly Tribal to shift focus towards corporate collaborations, ensuring sustainable growth for artisans.
The COVID-19 pandemic tested the enterprise’s resilience; Shweta pioneered virtual art workshops that simultaneously generated income for artisans and educated consumers about India’s rich cultural tapestry.
These workshops featured renowned artists teaching traditional techniques, strengthening artisan visibility. Truly Tribal’s commitment to transparency-for example, clearly communicating pricing and earnings-has built deep trust within artisan communities, many of whom sustain long-term relationships with the platform.
This approach honours the artisans’ cultural schedules and priorities, preserving heritage without compromising economic viability.
The Logical Indian’s Perspective
The Logical Indian views Truly Tribal as a beacon of empathy, sustainability, and social justice. It exemplifies how traditional art forms can coexist meaningfully with modern commerce when rooted in respect, fairness, and dignity. Such initiatives affirm the value of indigenous knowledge and empower marginalized communities economically while preserving cultural identity.
The platform encourages consumers to see beyond products, fostering appreciation for the artisans’ stories and struggles. The success of Truly Tribal invites reflection on how collective responsibility-among entrepreneurs, consumers, and policymakers-can further sustain India’s artistic legacy.
