She Started Knitting During Pregnancy — Now Her Rs 8.5 Cr Biz Empowers 300 Women
In the chaos of Mumbai’s fast-paced life, it was something as simple as a pair of knitting needles that sparked a quiet revolution. When Heena Patel picked them up during her pregnancy in 2015, she wasn’t chasing a business idea — just a moment of calm, a creative outlet while waiting for her twins.
“I was making tiny sweaters and accessories for my babies,” Heena recalls. “And I realised how difficult it was to find premium-quality yarns and handcrafted products in India.”
That spark of frustration, mixed with creativity, soon turned into something more. Encouraged by friends and family, Heena began selling her creations online. Within months, she received an unexpected order — from Asia’s largest kids’ store.
“That was the turning point for Magic Needles,” she says. And it truly was.
As demand grew, so did her mission
That one order changed everything. What began as a hobby at home slowly transformed into a growing online business. As orders trickled in, Heena realised she couldn’t manage everything alone. She turned to the women around her — and that’s when Magic Needles began to truly take shape.
“The first artisans were onboarded through local references in Mumbai,” Heena explains. “The network gradually expanded through word of mouth. Over time, many women approached me with interest in working with us, and some have now built their own teams as demand grew.”
Heena Patel launched Hobby Store in 2022 to make quality crafting tools accessible in India.
Today, more than 300 women have been skilled through Magic Needles — many of whom now handle warehouse operations, order processing, inventory, and even design. Some were trained in person, others virtually. For Heena, these aren’t just hires — they’re the heart of the company.
“The skills they’ve gained have given them more than just employment; they’ve found confidence, financial independence, and purpose,” she says.
When yarn becomes a lifeline
Behind the warm colours and carefully stitched patterns are stories of quiet resilience — like Riya’s (name changed), who faced severe domestic violence at home.
“My in-laws don’t even give me food at home, and I cannot divorce my husband because of the social taboo as my parents won’t take me back,” she shares. “I started working with them as a knitter and am now part of the core design team and have women working under me. I now earn enough to take care of myself and educate my son.”
Another artisan, Nita (name changed), had studied only till Class 6 and worked as a house help. After childbirth, financial struggles and abuse forced her to leave her job.
Magic Needles ships handcrafted products and premium yarns to over 35 countries.
“When I learned of her situation, I invited her to join us,” Heena says. “Today, Priya leads warehouse operations at Magic Needles, managing a team of five. She has become the primary earning member of her family, bringing financial stability and even enrolling her children in a private school, something she once thought was out of reach.”
These women are not just contributors to the business — they are living proof of what dignity and opportunity can do.
Slow fashion, crafted with care
As the community grew, so did Heena’s vision for what Magic Needles could stand for. Beyond employment, she wanted the brand to reflect her values.
“We are committed to sustainability at both a business and product level,” she says. “By promoting handmade, slow fashion, the brand offers an alternative to mass-produced, fast-fashion items that contribute to excessive waste. Hand-knit garments are designed to last longer, reduce churn, and encourage responsible consumption.”
The store promotes slow fashion and sustainable crafting through handmade goods.
But she didn’t stop there. In 2022, noticing a lack of high-quality materials for crafters in India, Heena launched Hobby Store — a space for locally made, premium knitting and crochet supplies. “Hobbyists had to rely on expensive imports. Access to quality tools was difficult. This challenge led to the birth of Hobby Store,” she explains.
From an initial investment of less than Rs 1 lakh, Magic Needles has steadily grown into a profitable Rs 8.5 crore brand. But for Heena, the numbers are only part of the story.
She lights up when she talks about their physical store in Vikhroli, Mumbai — a vibrant creative hub that brings together fashion, art, and community. First launched in 2019, the store was upgraded in October 2024.
“The Magic Needles store in Vikhroli is a one-of-its-kind creative hub for India’s growing crafting community,” she says with pride.
Magic Needles also thrives because of its digital-first roots.
“Social media has been integral to our growth,” Heena shares. “Initially, Facebook played a crucial role, and now Instagram and YouTube are the primary platforms for engaging with a growing crafting community. We actively upload self-help videos, free patterns, and tutorials, allowing hobbyists to learn and improve their craft.”
For many, Magic Needles is more than a brand — it’s a space to learn, connect, and belong.
What lies ahead
With a strong foundation and a clear purpose, Heena is now looking to expand Magic Needles across India.
“We aim to grow through a retail network and are actively seeking potential partners to bring high-quality yarns and handmade fashion to more customers while strengthening the crafting community,” she says.
Heena Patel built Magic Needles to combine her love for craft with her belief in women’s economic independence.
There are also plans to widen the product range — from home decor in the finished goods category to new yarn compositions tailored to diverse customer preferences.
Ten years ago, she was just a soon-to-be mother, knitting tiny clothes for her twins. Today, Heena Patel leads a global slow fashion movement that has empowered hundreds of women, stitched dignity into livelihoods, and proved that sometimes, the simplest tools — a pair of needles and a little hope — can change everything.
Edited by Khushi Arora; All images courtesy Magic Needles
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