A Founder’s Vision: Abhinav Jain on Reviving India’s Metalworking Heritage for a Global Audience

In the heart of India, where tradition and craftsmanship intertwine, lies Moradabad—the famed “Brass City.” For centuries, this city has been the cradle of exquisite metalwork, with generations of artisans transforming copper and brass into treasures that grace homes across the world. At the forefront of bringing this legacy to a global audience is Abhinav Jain, founder of Indian Crafts Co, whose vision is rooted in both reverence for heritage and an eye toward the future.

Childhood Lessons and Early Inspirations
Abhinav Jain’s journey is a testament to the enduring power of roots and the lessons learned in the humblest of settings. Born in Dabra, a small town near Gwalior, Abhinav grew up helping at his father’s modest cloth shop. Those early days—watching his father open the shutters, greeting customers, and learning the rhythms of business—left a deep impression on him. They instilled in him a respect for hard work, honesty, and the value of personal connection.

While his career would eventually take him to bustling cities and even overseas, the imprint of those formative years never faded. Abhinav’s story is not just about entrepreneurship—it is about honoring the legacy of family, community, and the craftspeople who are the soul of India’s artisanal heritage.

A Global Perspective, A Local Mission
Abhinav’s professional journey is as diverse as it is inspiring. After earning his engineering degree in Gwalior, he moved to Bengaluru and then to the United States, where he worked in technology and business leadership roles, eventually earning a senior director position at a major company. 

Despite his global exposure and success, Abhinav felt a growing pull toward his roots and a desire to make a meaningful impact in India.

In 2017, driven by a passion to revive traditional crafts and empower artisans, Abhinav returned to India. He founded Indian Crafts Co with a clear mission: to showcase the artistry of Moradabad’s metalworkers on the world stage, while ensuring that the benefits of this revival flow back to the communities that sustain it.

Reviving a Timeless Legacy
For Abhinav, Indian Crafts Co is more than a business—it’s a movement to preserve and promote India’s rich metalworking traditions. He believes that every handcrafted piece tells a story, not only of skill and beauty but of cultural continuity and pride. By working directly with artisans, the company ensures that traditional techniques are preserved, fair wages are paid, and the dignity of craftsmanship is upheld.

Abhinav’s vision extends beyond commerce. He sees each copper bottle, brass utensil, or kansa artifact as an ambassador of Indian heritage—a bridge between the wisdom of the past and the needs of the modern world. By introducing these products to a global audience, he hopes to inspire appreciation for sustainable, meaningful craftsmanship and to create new opportunities for the artisans of Moradabad.

Bridging Tradition and Modern Wellness
One of the unique aspects of Indian Crafts Co is its focus on wellness—a value deeply embedded in Indian tradition. Abhinav champions the use of pure copper and brass not only for their aesthetic appeal but for their health benefits, as recognized in Ayurveda and supported by modern science. 

Through educational content and thoughtful design, the company encourages customers to embrace ancient practices—like drinking water from copper vessels—as part of a holistic, modern lifestyle.

Overcoming Challenges and Building Trust
Reviving a traditional craft for a global market is not without challenges. Abhinav recalls the early days of Indian Crafts Co, when building trust with both artisans and customers was paramount. By prioritizing quality, authenticity, and service, he gradually built a brand that stands for more than just products—it stands for commitment, integrity, and impact5.
Abhinav’s approach is guided by a simple philosophy: “Don’t chase money; chase commitment and excellence.” This ethos has helped Indian Crafts Co earn the trust of customers and partners, both in India and abroad.

A Message for the Future
Abhinav Jain’s vision is clear: to see Moradabad’s artistry recognized and cherished around the world, and to ensure that the artisans who keep this legacy alive are celebrated and supported. He invites customers to be part of this journey—not just as buyers, but as partners in preserving a vibrant, living heritage.

“When you choose Indian Crafts Co, you’re not just bringing home a beautiful object. You’re carrying forward a story—a legacy of skill, resilience, and pride. Together, we can ensure that the glow of Moradabad’s metalwork shines for generations to come.”

Join the Movement
Indian Crafts Co is more than a brand; it’s a tribute to India’s past and a promise for its future. Through Abhinav Jain’s vision, the world is rediscovering the magic of handcrafted metalwork— and the artisans of Moradabad are finding new hope and recognition on the global stage.