More Than Business: A Story of Women, Culture and Collaboration
Why Jute?
We spoke with Sandhya Seshadri, founder of The Jute Hub, to learn how and why she launched her business in 2025. She shared the inspiring story behind her decision to work with two women’s collectives one in India and one in Australia to create sustainable products that are now offered through The Jute Hub. And, of course, why jute?
“I was on holiday in India, and one day I was browsing in a shop selling jute products. I struck up a conversation with the shop owner, who explained that the business was run by a women-led workforce focused on supporting local livelihoods. I was inspired and asked if I could export their products to Australia, and the owner said yes!”
Coming from a non-business background, it was a significant step for Sandhya. But it was also a moment that sparked avision and set everything in motion.
“I wanted to help them and see what I could do in Australia. It all happened very quickly I got some wine bags from them and then started talking to people here.”
Later that year, at the annual World Hindu Economic Forum conference in Adelaide, Sandhya met a group of First Nations people.
“I was having a conversation with Mel Agius, a local artist. We compared notes about our cultures in India and Australia and found so many similarities. I can say there is a 95% match in our cultures. We also spoke about the importance of supporting women to build confidence and independence.”
The conversation soon turned to collaboration.
“I told Mel about my jute business and suggested we collaborate by putting her paintings on the jute bags so we could promote both groups in India and South Australia. She immediately offered two of her beautiful paintings one of a dolphin and the other of a dragonfly— and said, ‘I give you permission, go ahead and use this on your jute bags, wine bags, and shopping bags.’”
That simple exchange marked the beginning of a unique partnership.
“That’s how it all started at The Jute Hub. Today, I am happy to see unique cultures come together through shared values and creativity.”
Today, The Jute Hub stands as an example of how business can create meaningful connections across communities. By bringing together women-led groups from India and Australia, the initiative celebrates cultural exchange, creativity, and economic empowerment through sustainable products.
At SDGicity, we believe this is a shining example of a business with strong social responsibility values, bringing communities into closer dialogue while creating opportunities for collaboration, understanding, and mutual support.
Click here for more details about The Jute Hub.
The Jute Hub
