No Capital, no investment: How WEF-awardee Shalini Joslin rose from humble beginnings to inspire women in business

Shalini Joslin’s journey from adversity to triumph is a testament to determination and perseverance. Joslin, the founder and principal designer of The Carpet Barn, shared her story at the Malayala Manorama Sampadyam Kerala Business Summit 2025 last week in Kochi.

A recipient of the ‘Iconic Women Creating a Better World for All’ award at the Women Economic Forum 2019, Joslin did not achieve overnight success. She entered the business world for sustenance. A single mother of three with no possessions except a car, her living conditions drove her into the commercial sphere. 

The Carpet Barn, today, is a growing business enterprise undertaking multiple large-scale projects. The session “Women Power in Business”, mediated by Rajyasree S, editor-in-charge of Manorama Sampadyam, highlighted Joslin’s humble beginnings to greatness.

Climbing the corporate ladder was not easy, particularly with no capital and no investments, which meant enduring a deluge of rejections. Banks would not provide her loans, and without proper guidance and support, many advised her to step down. Her baby steps into the carpet world were disasters one after another, but Joslin’s unique idea to sell customised carpets drove her to fight every battle.

This curiosity fueled the entirely self-taught Joslin to explore the types and patterns of carpets in the market. Through her efforts, she discovered that a small village in Uttar Pradesh, Badhohi, was the hub of the carpet industry in India. 

This village was where most of the country’s carpets and materials were produced, she recalled. Joslin booked a train to Varanasi—the closest city, just 60km from Bhadhohi—the very next moment, without a second thought.

After gaining knowledge of this labour-intensive process and meeting skilled artisans who wove intricate designs in a kaleidoscope of hues, she decided to focus on one order at a time. 

Thus, the “no capital, no investment” business embarked, on the footing of initial deposits from customers and identifying the right manufacturers. Operating without an established office then, the raw materials and other equipment were loaded into her car. And so, it began.

Despite the various setbacks, Shalini remained hopeful. Slowly but steadily, the business gained momentum.

“Today, The Carpet Barn stands as the only customisable designer carpet store dedicated entirely to carpets in Kerala,” Joslin stated. The Carpet Barn has come a long way from its initial setbacks, having completed large-scale projects such as carpeting for the Third Terminal and 0484 Aero-Launch at the Cochin International Airport.

Shalini Joslin stands as a role model for aspiring female entrepreneurs who are looking to spread their wings in India’s growing and vibrant startup ecosystem. 

While patriarchs still dominate the business sector, Joslin’s story is a testament to women who pursue their dreams through entrepreneurship. 

Having risen from humble beginnings to establish herself as a successful entrepreneur, she advises her fellow female entrepreneurs not to quit. “It is okay if you fail, but do not give up on your dreams,” said Shalini.

Breaking barriers and fostering capable and resilient female entrepreneurs is pivotal for economic advancements, she noted.