IN 2012, when Jia and Nitin Pamnani moved back to Gwalior from New Delhi, they wondered what work they could do in their hometown. They loved the beauty and artistry of Indian craft and many of their friends were working with craft communities. So, they decided to set up iTokri, an online craft store. They pooled all their money, got friends and family to invest and took over Nitin’s father’s rice factory, converting it into a warehouse. Nitin jokes about how his father, probably sceptical of his venture, called iTokri another of his ‘new ideas. . .
