Meet the Maker: Ruchi Batra – Hitchki

Ruchi Batra founded Hitchki. We spoke with her about the journey with Hitchki so far. It made for interesting reading. You are cordially invited to acquaint yourself with this lovingly crafted handmade brand. And it's Maker. Welcome.

Ruchi Batra founded Hitchki. We spoke with her about the journey with brand Hitchki so far. It made for an enlightening conversation. You are cordially invited to acquaint yourself with Ruchi and her brand better. Over to Ruchi of Hitchki

Ruchi: My brand is all about passion for art and creating handmade stuff. We are located in Delhi NCR, Noida. I founded Hitchki. My household help assisted me in setting it up. She is now trained in handicrafts and can make interesting things herself. She continues to learn more. She is not highly educated in the formal sense of the word. But her sense for art is commendable. She is only 25 years old. In addition to her, one more person comprises Team Hitchki. His role is packing and despatch and logistics. He is only 23 years old. All of us work hard to take Hitchki places. The journey so far has been a tremendous one. We welcome you to our trip.


What were you doing before you started doing this?

I was working as an art teacher for 10 years. I quit that job after I had my second child. My husband played key role in setting up my work at home. So kids and home do not get neglected. And my passion for what I do is not compromised.

Why did you choose to do what you do?

As far as I can recall, I always found myself around papers, scissors and Fevicol since childhood. It is my passion. My passion is also my work. I love it. And, as they say, if you find a job you love, You will never work again. This is how I feel about Hitchki.

We are fascinated by names. What’s the story behind your brand name?

Hitchki means hiccups. A sharp sound usually accompanies a hiccup. It emerges from the gullet. I liken this to new ideas popping up. To me, a new idea is like a hitchki. Plus, I find the word peppy and interesting. All this makes it memorable. Everybody understands what a hiccup/hitchki is. It’s a distinct word, feeling, and memory. And so are the ideas from Hitchki. Thus, was born the brand name Hitchki.

Which are your best selling products?

Customised Nameplates are a best seller. People come up with 1000s of questions about them. And when they see the final product, the questions turn into thanks.

What kind of people do you create your products for?

It is always a mixed bag. Most of the people are passionate about art. They are attracted to things that are handmade. I have really long discussions with the customers over customisations. Sometimes people become so emotional that when the product reaches them, they even send an image of box they received – I always write a small thank you note on the box. It makes me so happy to see how committed, engaged, and passionate my customers are.

What are the challenges you face in connection with achieving your goals?

Goals are yet to be achieved. This is just a beginning. My biggest issue was a proper platform to display my creations. It had to befit my passion and feeling for the work I do. Engrave was the first site I approached. I am happy to be with Engrave. Engrave has given me the confidence to believe that I can do something and reach every corner of our country. After Engrave, I connected with other sites too. It’s been 4 years so far with Engrave. I am loving the challenges and the journey.

Where do you see your brand three years from now?

On the front page of site Engrave, to begin with. I feel a deep connection with Engrave. It got me started. So three years from now, I see ourselves making an impact on other e-commerce sites along with Engrave. We have plans to participate in exhibitions too. We are present on Twitter and Instagram as well. We wish to leverage social media in a big way to grow brand Hitchki.

What ​would you be doing if you weren’t doing this?

I already have spent 10 long years in a job that was also creative – I was an art teacher. But I wanted something that offered me more freedom to create. My creativity pushed me to start this journey. I am enjoying it thoroughly. I might have gone back to the school job, if this was not successful. Thanks to Engrave, I feel driven to continue working on Hitchki.

Visit the Hitichki Shop on Engrave

Avinash Subramaniam

Avinash has been an advertising writer, fiction writer, poetry writer, freelance writer and serial wronger. Other roles he has been in include those of an editor, brand builder, and teacher. His interests include advertising, scrabble, body building, chess, cinema, making money, reading, internet culture, cricket, photography. To hear him air his thoughts, follow him on Twitter @armchairexpert.


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