’Taran taaran’ literally translated in Punjabi means, ’As you swim through life, steer others along the way’. The main effort of founder Bonita Ahuja was to re-introduce hand weaving to the Punjab in India. Artisan weavers had been absorbed into factories due to rapid mechanisation, which began in the 1970’s and this had wiped out most cottage industries. Better wages and quality of life and eventually a satisfaction from making something with their ’hands’ rather than ’machines’ convinced these erstwhile weavers that this can be the way forward. Bonita wants every artisan she works with to feel proud and creative and to know that every piece that goes through their hands is unique. Taran Taraan’s endeavor is that people buy these pieces not under some noble auspices but because they are truly desirable.