What is our story ?

What is our story ?

We’ve been here for some time now! Here is the story of our evolution. As we grow and learn, we chose to become a sustainable brand, and we intend to keep growing and enabling conscious choices.


We started as an online magazine that aimed at positively spreading news and slowly ventured into designing greeting cards for people and companies to pay our bills. 

2014 -2015 

We soon saw that our products were generating a lot of waste. We felt responsible for our actions and switched to handmade seed paper. Back then seed paper was hardly known in the country. This gave us a chance to introduce our clientele to this new sustainable product.

2016 - 2018

As our clientele grew, so did we. 21Fools started making a range of sustainable products right from coasters, diaries, calendars and a lot more. This enabled a lot of people to get closer to their understanding of sustainability.

2019 - 2020

With the help of our workshops in Sanganer and Jodhpur, we expanded our range and introduced office stationery, desk organizers, masks and jhola bags. We collaborated with other sustainable brands and Beej Rakhi, Beej Pataka and Phoolchand. 


As we go forward we hope to inspire positivity while ensuring the sensibility of our actions.



July 15, 2021 — Divyanshu Asopa

Plantable Rakhis For Green Rakshabandhan

It is said that ‘You Reap What You Sow’ so, isn’t what you sow today will benefit the future generations to come? It surely will. But Rakshabandhan being a festival of pure bond between brothers and sisters has been somehow contributing to the dumping of 600 million rakhis every year in India creating huge wastage and 1.8 billion tons of carbon footprints.

Following the concept of ‘You Reap What You Sow’, we thought of switching to Green Rakshabandhan this year by introducing ‘रोहि’: Plantable Rakhi. 

Rohi means a plant, a seed and life.

 These handcrafted plantable rakhis made by artisans, farmers, craftsmen and craftswomen of Chhindwara, Madhya Pradesh and Sanganer Village of Jaipur, Rajasthan have been our inspiration to support local artists and the farmers of India.

Being made differently, each Rakhi has its own inspiring story to start with but all of them are made with naturally dyed hand-spun organic (non-GM: Genetically Modified, IPR free: Intellectual Property Rights) and non-hybrid indigenous cotton yarn further followed by being embedded with live seeds.

As far as Seed Paper Rakhis are concerned, they are made from pre-consumed cotton waste and further embedded with seeds. They are then dyed naturally in five different colors and cut in floral shapes and furthermore decorated with dry leaves on the top.

Amaranthus, Malabar Spinach, Marigold and Basil are few of the seeds which have been embedded in these rakhis and when sown in the soil, they bloom into beautiful plants.

Publicizing Rohi through this YouTube Video Ad and promoting it on social media platforms like Whatsapp and Instagram has helped us inspire people for Going Green with seed rakhis and to grow plants through those rakhis which numbered upto a total of 5000 plants this year, contributing to a greater number of responses which have been overwhelming and motivating for us to support sustainability, as much as we can. 

Here is what People thought about Rohi:  

Let’s Sow Green Today For Reaping A Better Tomorrow!