OVERVIEW
Project Tawwaqo was founded in March 2022 by Aditi Trivedy, then a student at Lady Shri Ram College, Delhi, as part of the UN Millennium Development Fellowship. The initiative creates dignified income for Afghan refugee women in Delhi, many of them single mothers and widows who cannot access formal employment due to regulatory constraints.
Farida ma'am and her community of artisans sell handcrafted crochet products through college stalls and bulk orders. Tawwaqo has reached 20+ colleges, crossed ₹1.5 lakh in sales, and been featured in Indian Express, Humans of Bombay, and The Social Story.
Despite real traction and a compelling story, Tawwaqo had no digital presence. Their dm2buy listing was a bare product catalogue with no story, no brand and no way for organisations to reach out meaningfully.
PROJECT BRIEF
Dm2buy audit
Problem & Goal
Statements, IA
Pain Points &
Key Solutions
Technical decisions
& deployment
Detailed mockups
at feature level
Explorations through
wireframes
Project Tawwaqo has real traction - 20+ colleges, ₹1.5 lakh in sales, press features in Indian Express and Humans of Bombay. But between stalls, it's invisible. Anyone who discovers the initiative online lands on a dm2buy listing with no story, no brand, and no way to place a bulk order meaningfully.
The gap shows up in three ways:
Every bulk enquiry starts from scratch over WhatsApp. Aditi explains what Tawwaqo is, what's available, and how it works each time.
There's no pricing transparency - a buyer has no way of knowing if a bulk order is even within reach before they make contact.
The women behind the business are invisible online. A buyer placing an order has no idea their purchase is funding someone's future.
Tawwaqo deserves a digital presence as compelling as its mission. One that tells the story, showcases the products, and converts interest into orders, without the founder having to start from zero every time.
Two stakeholders, one shared goal. Aditi and her college team manage outreach, orders, and client relationships. Farida ma'am and her artisan community, spread across Delhi, balancing multiple livelihoods to make a livelihood. The platform aims to streamline the workflow between them: structured enquiries, clear timelines, and a professional presence that talks about the mission and its impact.
The initial brief assumed an e-commerce platform. After the founder interview, it became clear that individual orders weren't feasible for a small volunteer run team. The real opportunity was bulk. The entire site architecture pivoted from there.
STAKEHOLDER PROFILES
USER PERSONAS
Tawwaqo's only digital presence was a dm2buy listing built for individual Instagram DM orders, not bulk. The platform was prone to errors, offered no brand or story, and could shut down without warning. Building an independent site wasn't just about design, it was about ownership
Rather than reinventing the brand, the website extends Tawwaqo's existing visual identity, drawing directly from their logo and Instagram presence.
II. PRODUCTS
III. BULK ORDERS
IV. OUR STORY
Tawwaqo.in was built and shipped with Lovable AI, enabling me to take the website from Figma to deployment without writing a single line of code.
Check it out: http://tawwaqo.in/