Life

Brahmaputra Fables: Assam Entrepreneur taking State’s Rich Culture to the world

Brahmaputra Fables
Dhrubajyoti Deka

Brahmaputra Fables is an e-commerce platform that takes Assam’s cultural richness to the world.

Assam, as the name suggests is a land of diversities. The diversities exist not only in the state’s geography but also in the culture of the myriad communities and tribes that constitute the greater Assamese society.

However, with all its richness, the state’s culture, traditions and the talents of the Assamese artisans have remained ignored.

Dhruba Jyoti Deka from Assam sought out to put an end to this. He chose to not remain a mute spectator, but take the plunge to make a change. The 25-year-old from Sarthebari in Assam started an e-commerce platform “Brahmaputra Fables” with an aim of commercializing the authentic, indigenous products manufactured by the state’s artisans.

Dhruba Jyoti in a  conversation with The Sentinel shared his experiences, inspirations and ups and downs of his entrepreneurial journey.

The Ideation:

Brahmaputra Fables was ideated when Dhruba Jyoti was pursuing his MSc in Chemistry from Pondicherry University. Far from home, he realized that there is an inquisitive craze for Assam’s culture and tradition outside the state. People want to know about Assam, but in the absence of a medium, their curiosity remains confined.

“The craze for our culture and tradition outside the state inspired me to start Brahmaputra Fables”, says Dhruba Jyoti who draws inspiration from TV series Silicon Valley and TVF Pitchers.

This is where the curtains raised:

Speaking about a life-changing incident, the Brahmaputra Fables Founder said that he realized some of the biggest truths of life when he got backlogs in the Final Semester during his Masters. He understood the importance of success and how people and relationships revolve around it.

The Hurdles:

With a talented pool of energetic and enterprising youth, the entrepreneurial scenario in Assam is changing, but in the absence of a proper startup ecosystem, it becomes very tough for the region’s entrepreneurs to gain traction in the early years. Brahmaputra Fables too has been through such phases. Early customer acquisition was one of the biggest challenges, besides, the logistics.

Dhruba Jyoti, however, with a firm resolve waded through the troubled waters carrying the baton of Brahmaputra Fables on his young shoulders. He acquired his very first customers by word-of-mouth publicity and to avoid reeling under logistics cost, he started delivering at customer’s doorstep.

The Secret to Sucess:

Brahmaputra Fables has been unapologetically quality focussed when it comes to product and customer service. The company constantly strives to develop these aspects. Dhrubajyoti personally travels across the state to ensure that there is no compromise on the quality of products that are being delivered through his platform.

Dhruba Jyoti is an ardent follower of the legendary Elon Musk when it comes to doses of inspiration.

The Way Forward: 

Dhruba Jyoti visualizes himself as the pioneer in traditional craft and weaving industry. He dreams of making Brahmaputra Fables the go-to place for traditional crafts across India.

For the land, he belongs to:

Assam and the Northeast region has a treasure trove of resources, most of which remain underutilized. Dhruba Jyoti believes that Northeast can be the hub of attire and tourism industry.

“I want my northeast to be a power source for the rest of India”, he says.

For budding entrepreneurs and changemakers, the Founder of Brahmaputra Fables has a piece of advice, “Your brilliant idea is just a waste unless you execute it. If you want to start something, start it today, not tomorrow, not two hours later. Don’t worry about any external factors”.