In Episode 22 of the Impulse Model Entrepreneur Stories, the spotlight is on Meghalaya-based A.D. Enterprise, a start-up co-founded by Aibankhraw Kharnarry and Daphilinia Jones Mylliemngap, who have turned their passion for storytelling and cultural preservation into a thriving business. The episode, directed by Lewis Levent Özcan, a documentary filmmaker, captures how Shillong Bags, crafted by A.D. Enterprise, are not just functional products but also a medium to keep Khasi folklore alive.
A.D. Enterprise was founded in 2018 with the mission to create high-quality, eco-friendly waterproof bags that reflect the rich cultural heritage of Meghalaya. The bags, adorned with imagery depicting the legends and folktales of the Garo, Khasi, and Jaintia communities, aim to raise awareness about the region’s folklore, especially among younger generations who may not be exposed to their cultural roots due to the influence of Western education.
Aibankhraw Kharnarry, Co-Founder of A.D. Enterprise, explained that the idea for the business was born from necessity. After his wife and co-founder Daphilinia Jones Mylliemngap experienced the inconvenience of getting her bag and belongings soaked during Meghalaya’s heavy monsoons, they identified a gap in the market for waterproof bags. This challenge led them to create their own line of bags, which later evolved to include cultural prints inspired by the region’s storytelling traditions, such as the tale of Manik Raitong and the living-root bridges of Meghalaya.
During the COVID-19 pandemic, A.D. Enterprise demonstrated adaptability by expanding its product line to include face masks, which helped it navigate the economic uncertainty. Post-pandemic, they refocused on their core business of producing culturally significant bags, with support from organisations like PRIMEHUB, which provided guidance on marketing and business strategies.
A.D. Enterprise has successfully leveraged digital platforms, particularly Instagram, to reach its target audience of 16 to 35-year-olds. While they maintain a presence on Facebook and WhatsApp Business, Instagram has proven to be the most effective tool for engaging with customers. Additionally, they sell their products on Amazon and have purchased a domain for their future website, http://www.shillongbags.com, as part of their strategy to expand their online presence.
Aibankhraw also participated in the Meta Business Coach programme to further develop his skills. While implementing the programme’s strategies presented some challenges, particularly with customer engagement on Instagram, A.D. Enterprise remains committed to its vision of preserving Meghalaya’s cultural heritage through innovative products.
Balancing the demands of running a business with personal life has been a challenge for Aibankhraw, but he believes that passion and effective time management are key to success. By focusing on what truly matters and staying disciplined, he has been able to grow A.D. Enterprise while maintaining a balance in his personal life.
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The story of A.D. Enterprise is one of resilience, creativity, and cultural pride. The episode was part of a documentary series produced by Impulse Empower, an initiative of Impulse Social Enterprises, which showcases the stories of small- and medium-sized businesses in Northeast India and North Bengal. These entrepreneurs are not only driving economic growth in the region but also creating jobs and fostering a resilient market, helping to prevent unsafe migration and exploitation.
The series is directed by Lewis Levent Özcan, an Impulse Empower Incubation Hub Entrepreneur in Residence, who travelled across the eight states of the Northeast and North Bengal to capture stories of entrepreneurship and systems change. The documentary is produced by Gezmek Films and supported by Meta India, with Impulse Model Press Lab and EastMojo as media partners.
Also read | Arubam Bindi’s journey in preserving Manipur’s weaving heritage