Amreli mattresses trend in US:Hansaben’s viral reel brings orders from 5 countries; sales cross ₹10 lakh

A simple social media reel has taken Amreli’s Lathi farmer handmade quilt business from Gujarat to customers across India and abroad. Hansaben Dansangbhai Rathod, a woman from a farmer family in the remote village of Tajpar in Lathi taluka of Amreli, started making handmade quilts around six months ago. After receiving a quilt from her maternal family, she made a reel showing the process of making it and shared it on social media. The reel went viral and brought her first order from Surat. As more customers shared information about her quilts, orders gradually began arriving from several states across India as well as the US, Canada, Australia, Oman and Dubai. Started by making devotional videos Hansaben said she initially made devotional videos, with her son Sanjay helping her record them. She later wanted to start some work for women and decided to turn quilt-making into a business. The reel featuring the quilt she had received from her maternal family became the turning point, leading her to start the venture. Handmade quilts being sent to customers across India and abroad. Despite limited internet connectivity in Tajpar village, the handmade quilts produced here have reached markets beyond India. Orders are now coming from countries including the US, Canada, Australia, Oman and Dubai. Customers praise the quality of the quilts Hansaben said customers overseas have also appreciated the quilts. She added that none of the quilts sent so far has been returned. Venture not only generating income for her but also providing work to women in village Around 20 to 25 women from Tajpar village are currently involved in making handmade quilts. Work is also provided to them at home according to their convenience, allowing them to balance it with household responsibilities and farming. Women earn ₹300–₹600 per quilt During periods when agricultural work is limited, the women take up quilt-making to earn an additional income. Each woman earns around ₹300 to ₹600 as wages for making the quilts. Women make 9 to 15 quilts every day According to Hansaben, the women are involved in quilt-making every day. One woman can complete one quilt in the morning and another in the afternoon. As a team, they prepare around 9 to 15 quilts every day. Cotton and fabric are used to make the quilts The process begins with materials including white cloth, red-coloured kani and cotton. The quilt is first spread out and the filling is laid over it. The kani is then folded, followed by the process of filling and stitching the quilt. Quilts cost ₹1,100 to make, supplied for ₹1,800 According to Hansaben, each quilt costs around ₹1,100 to make. In Gujarat, it is supplied to customers for around ₹1,800, including courier charges. The amount covers wages for the women involved, while Hansaben also personally takes part in the production process. Creating employment remains her priority Hansaben said that despite the business growing significantly, she does not want to stop working herself. Her main aim is to provide employment to women and help them become financially independent. From embroidered purses to handmade quilts Before starting the quilt business, Hansaben made embroidered purses. The quilt she received from her maternal family later changed the direction of her work. She made another quilt herself and shared reels of both quilts on social media. After the videos went viral, quilt-making gradually developed into a full-fledged business. Quilt-making provides additional income Women from Tajpar, including Rambhaben Bharatbhai Parmar, are also happy to be associated with the work. According to them, Hansaben pays ₹300 for making each quilt. The work has given the women an additional source of income alongside farming. Rambhaben said that people in cities engage in different kinds of work, while women in villages can also take up such work to earn an additional income. Social media gives Tajpar craft a global identity The traditional handmade quilts produced in the remote village of Tajpar have found a global market through social media. What began as a simple effort by one woman has now created employment for several women and taken the village’s traditional craftsmanship to countries including the US.