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.”

Today, more than........

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