How We Created a Sustainable Economic Model at Hands of Shakti

At Hands of Shakti, it was important for us to build a model that met all three pillars of sustainability: economic, social, and environmental. But alongside this, I’ve been deeply interested in the role human behavior plays in shaping what people value and why they choose to spend on certain products over others. This is where my interest in behavioral economics has shaped how we design, price, and present our work.

The foundation of our initiative lies in converting handmade cloth flowers, crafted by underprivileged women using scrap fabric, into sustainable, sellable products. Instead of treating these flowers as just decorative add-ons, we began to explore how design choices could nudge consumer preferences and increase perceived value.

One of the most powerful levers we’ve discovered is art. I chose to pair the flowers with artwork because art carries emotion, meaning, and narrative—qualities that can make a product more psychologically appealing. A handmade diary or keychain may serve a basic function, but when it’s connected to a story or emotion, buyers are not only more likely to make a purchase, but are also willing to pay more. It’s a classic example of how emotional salience drives consumer behavior.

To showcase this, we held an art exhibition last year where I created artworks incorporating embellishments from the three organisations we partner with. Since art can be priced according to the wish of the artist, we raised the price of the art works to a reasonable extent, to make it profitable and hence increase the fund raising. Similarly, for our product line, one of the most effective strategies was embedding these flowers into high-selling (but low-cost) items. By doing this, we were essentially practicing value addition, not just in the economic sense, but in the behavioral sense—making simple items feel unique, personal, and purposeful.

For example, we added flowers to upcycled cardboard jewelry boxes, sourced from past purchases made with a local jewelry brand. We also created keychains using fabric flowers, wooden beads, and glass evil-eye charms. These small additions shifted customer perception: instead of seeing a recycled box, they saw a gift. This aligns with the behavioral economics idea of framing: the same object, presented differently, creates a new mental context.

Even our embellished diaries saw a shift in consumer response. A basic diary became something beautiful, handmade, and meaningful—a keepsake rather than a commodity. Customers felt they were not just buying a product, but rather a story, a mission, and a cause.

Most of our products sell at 3x the base cost, showing how perceived value can be enhanced with thoughtful design, materials, and messaging. This model doesn’t just benefit our buyers, but also creates tangible, increased income for the women who make these products.

We also apply sustainable sourcing throughout: cut-offs from local tailors, sustainably made wooden beads, glass charms from nearby artisans. Every layer of value we add also supports a local, sustainable supply chain. It’s a win-win, guided by both economic logic and human psychology.

By combining behavioral insights with sustainability, Hands of Shakti has grown into a model that’s not only economically viable, but also emotionally resonant and socially impactful.