The textile sector is important in societal and environmental contexts, affecting numerous facets of contemporary living. It contributes to job creation, shapes cultural trends, and ensures access to clothing. OAC Rugs founded in 1939, has been in the family business of manufacturing and exporting hand-knotted, flat weave (dhurries), and tufted carpets for more than three decades. Their speciality lies in their rugs' fine and intricate details, coupled with the highest quality standards. Ifrah Naseem Shafiq, the Director of OAC Woollens, began working with the firm at a young age and is now spearheading its growth. Her determination is driving the company towards success, and they have built a satisfied clientele along the way.

During a personal interview, Ifrah discussed her journey of growth in the industry and how she navigated and conquered challenges along the path.

Share your educational journey and introduce OAC Woollens.

I completed my schooling at La Martiniere for Girls Kolkata and attended Jyoti Nivas College Bangalore before working as a financial consultant for an American telecommunications company. During the COVID-19 pandemic, I returned home and observed my father’s Mohd Naseem Ansari, a carpet manufacturing and exporting business, and after losing both my parents during the second wave, I took over the industry at 23 along with my siblings. Our family manages three companies: OAC Rugs (Bhadohi), Kapoor Rug Gallery (Jaipur), and OAC Woollens (Bhadohi). OAC Rugs and Kapoor Rug Gallery focus on hand-knotted carpet manufacturing and exporting, while OAC Woollens produces raw materials for carpets and supplies various kinds of yarn to customers. Our company, founded by my great-grandfather post-World War II, emphasizes sustainability with recycled materials.

Could you share your prior industry experience as a woman entrepreneur? What were some of the most crucial junctures in that journey?

I worked in Bangalore, a major city with more acceptance for women in the workplace, unlike my hometown Bhadohi near Varanasi, which has different societal norms. My father believed in giving us proper education and exposure before involving us in the family business. Running a business, especially after my father passed away, was sudden and emotionally challenging. As a female leader in rural Bhadohi, acceptance was difficult, but with the support of my sisters Afshan and Shagufa, and my brother Mohd Arfa, we set an example of effective teamwork and gradually changed mindsets. Now, there are more female exporters in the region, a significant milestone. I recently got married and am fortunate to have a supportive husband, Amaan Shafiq, and in-laws, who prioritize my work and help me grow the company.

How do you empower and recognize women artisans in your company, and foster an environment for holistic success?

To empower and recognize women artisans in my company, I focus on identifying their potential, understanding their challenges, and addressing their issues. I ensure they receive the recognition they deserve by fostering greater participation and creating opportunities for them to become self-reliant and independent. Additionally, I am committed to hiring more women and reshaping our path to success. My approach includes not just financial and professional success but also emphasizes well-being, wisdom, happiness, and giving. The goal is to build an environment where we not only succeed but thrive together.

Can you elaborate on how you've empowered eight individuals from rural areas to find employment and, in the process, share their artistic talents with a global audience?

As I mentioned earlier, rural areas often lack job opportunities, leaving many people unemployed. Our family business, rooted in tradition, has been operating for a long time. My father, who used to travel frequently for work, noticed the untapped potential of skilled individuals, especially women, in these rural areas. He believed in the capabilities of our workers and artisans, recognizing that their talent is what creates our beautiful products and tells their unique stories. Moving forward, our goal as a company is to continue employing more women, challenging the notion that only men can be the sole breadwinners in families.

What are the most critical challenges you face in your current role at OAC Woollens, and how do you overcome them?

As I mentioned before, one of the most critical challenges is the reluctance to accept a woman entrepreneur in our organization. Traditionally, the leadership succession has always been male, passing from my great-grandfather to my grandfather, and then to my father. However, my father never distinguished between a boy and a girl and recognized everyone's capabilities within our family. Changing this mindset took time and wasn't easy, but we managed to encourage other women in our town to explore opportunities in the carpet industry. This represents a significant achievement for us.

Highlight the most significant professional milestone you have achieved in your career. What has been your success mantra over the years?

My success mantra revolves around turning life's challenges into opportunities and learning experiences. Despite facing numerous obstacles, both in business and emotionally, I've learned to overcome them and become a better version of myself. Adapting to different situations and remaining flexible has been key to my growth. Being thrust into an entrepreneurship role at the young age of 23 was a unique challenge, but realizing the responsibility I had towards my organization and the people dependent on it, including employees and their families, motivated me to push my limits. Treating my team with respect and acknowledging their hard work is essential. My biggest role model is my father, Mohd Naseem Ansari, whose work ethic and knowledge motivate me.

Ifrah Naseem Shafiq, Director, OAC Woollens

Ifrah Naseem Shafiq is a dynamic woman entrepreneur who plays a pivotal role in managing and expanding her family's business. She brings creativity and innovation to the company while actively promoting women's empowerment and fostering the development of rural employees.