How Squareknot is building a business around macramé, mindfulness, and wellness
Founded by textile designer Agrima Wadhwa and psychologist Sakshi Singh, Squareknot is redefining slow living through handcrafted macramé. It has over 125,000 followers on Instagram, sells globally, and has conducted 600+ workshops to date.
Sometimes, all it takes is one unexpected moment to spark a journey of purpose.
For Agrima Wadhwa, a NIFT-trained textile designer with years of experience at brands like Fabindia and Benetton, that moment came in 2016. While working on a textile craft in a café, she was approached by a stranger who asked if she could teach her art.
Squareknot foudners, Agrima and Sakshi
“I decided to go ahead with macrame, which is the art of knotting textiles,” recalls Agrima in a conversation with HerStory.
“We got a good response in our first workshop, about 30-40 entries, and people gave good feedback.” Though she never saw herself as a teacher, Agrima admits, “Coming from a family of teachers gave me the required skills and patience.”
From craft to community: When two paths crossed
While pursuing a Master’s in Clinical Psychology from Banaras Hindu University, Sakshi Singh encountered Agrima’s work and macrame workshops through a common friend.
When attending one of the workshops in 2023, Sakshi realised that macrame was more than a craft—it's therapy. “I noticed a shift in people’s mood pre-workshop and post-workshop. It is amusing that just doing an activity together could bring out such change in people, because macramé is such a repetitive process.”
At the time, Sakshi was working with a professional psychologist and brought with her a therapeutic angle to the workshops. Soon, she teamed up with Agrima and the duo began hosting sessions in Delhi cafes.
“The venues made a lot of difference,” says Agrima. “People wanted to come, enjoy the atmosphere, and attend these workshops.” The relaxed, social vibe of cafes amplified the emotional and creative benefits of the craft.
The two now incorporate mini-therapeutic techniques into their sessions. “When people get frustrated after doing the same knot again and again, we take a break every 30-40 minutes and make people do other activities,” says Sakshi.
For Agrima, this is part of a larger mission: “We are trying to build a community where people interact and sometimes find others who are going through something similar—it helps them open up.”
Pandemic pivot
A workshop in progress
When the COVID-19 pandemic hit, Squareknot moved its workshops online via Zoom, but the demand never faded. “We do pan-India offline workshops now, not just in cafes but with corporates and at events too,” shares Agrima.
They also opened a dedicated studio space for those seeking a deeper engagement. “People who really want to learn the craft and see it as more than a leisure activity come to take four or eight sessions a month,” she adds.
Making Instagram a business lifeline
For Agrima, Instagram was never central to life—until the pandemic. “During that time I started posting my creations online,” she says. The response was immediate and overwhelming. “This is when I thought this could be something big, so I decided to combine the workshops and products.”
Today, Squareknot has over 125,000 Instagram followers, shipped 1,300+ orders across 10+ countries.
Squareknot employs a team of 4-5 women who keep the day-to-day running, while an extended group of 20 artisans and collaborators join in for large projects. The brand has rolled out over 70 collections and collaborated with major names including Google USA, Fabindia, Pinterest, and KNMA Museum.
Their offerings include custom decor installations, artisan gifting, and eco-friendly packaging for brands. Both founders credit Instagram as a game-changer. “I believe socialising and networking are very important for founders. Major products are sold through Instagram and the clientele,” says Agrima.
Squareknot’s social media strategy is grounded in authenticity and connection. “We believe in consistent posting, and also replying to people and individuals who reach out to you,” Sakshi adds.
The road ahead
With a hybrid model of online and offline workshops, a growing product line, and increasing international traction, including from California, US, the duo is now focused on scaling thoughtfully—while staying rooted in slowness and intention.
For those dreaming of starting something of their own, Agrima offers a grounded piece of advice: “Your vision doesn't need validation. It's important for you to know—it’s your commitment, your passion, and your consistency.”
In a world rushing forward, Squareknot is a gentle reminder that sometimes, the most meaningful things are made slowly—one knot at a time.
Edited by Kanishk Singh