In the early 2010s, two young professionals from vastly different backgrounds found themselves brought together by chance — and later by a denim jacket. What began as a personal story soon became a creative business experiment that turned into a heartfelt startup dedicated to celebrating craftsmanship.
A Story of Love, Serendipity, and Creativity
Gagan Jain and Neeti Jain — classmates at Times School of Management — weren’t friends after college. Life took them in different directions: Gagan into retail work abroad, and Neeti into advertising in India. But fate, and a long-distance rekindled connection via Google Talk, ultimately brought them together in both life and enterprise.
Their creative spark came unexpectedly during a trip to Paris. Neeti hand-painted a denim jacket for Gagan, which drew attention wherever he went. That moment planted a seed: why not turn this simple creative gesture into something that could support artists and delight customers?
Birth of an Artisan-Centric E-Commerce Platform
Inspired by the enthusiastic response to the denim experiment, Gagan and Neeti tested the idea with a few hand-painted T-shirts. The results surprised them — returns were strong, and demand was clear. This early validation led them to launch RangRage, an e-commerce platform focused on hand-painted merchandise and merchandise that showcased local artistic talent, giving painters and young creatives a commercial platform they might otherwise lack.
Unlike large marketplaces that prioritise mass-produced goods, RangRage carved out a niche by celebrating authentic creativity — products that are unique, expressive, and rooted in craftsmanship rather than automation.
Creativity Meets Purpose
The founding of RangRage wasn’t just about business. For Gagan and Neeti, it became a story of resilience — proving ideas can grow even when support is scarce. What began as a personal love story evolved into a creative venture that provided a stage for talented young painters and local artists to reach paying customers, grow their portfolios, and build confidence.
Along the way, they also revived earlier aspirations of writing a book — reaching out to other entrepreneurs and chronicling real startup journeys. It took time, persistence, and courage, but they finished and published a book featuring other founders’ stories.
What RangRage Shows Us
The RangRage journey touches on several key lessons for founders and early-stage entrepreneurs:
1. Great ideas can start with small moments.
Creativity often emerges unexpectedly — in this case, a hand-painted denim jacket in Paris.
2. Validate before you scale.
The founders tested their idea with a pilot run of T-shirts before fully committing — a strategy that helped them see real demand before major investment.
3. Purpose connects with people.
RangRage wasn’t just a product – it was a platform for local painters and artists, adding social value beyond commerce.
4. Entrepreneurship and storytelling go hand in hand.
Writing a book about real startup journeys became a complement to their business — not a distraction.
🔗 Read the full article on YourStory:
https://yourstory.com/2013/10/rangrage-startup-ecommerce-handpainted
This story isn’t just about building a brand — it’s about why brands are built, and how creativity and purpose can elevate a business from a side-project to a platform that celebrates real human talent.
