Ihita is a social entrepreneur who believes in the power of entrepreneurship and technology to change the status quo of the artisan sector in developing nations around the world. She runs a social venture, MITHILAsmita to promote the heritage Indian art, Mithila (Madhubani) Paintings and working towards the sustained employment of 100 rural women artists. After a corporate stint of 7 years in the areas of Enterprise Resource Planning and Supply chain management while working with fortune companies like IBM and SAP Labs, Ihita realized her experience and skills can be more meaningful in organizing the Madhubani Painting Industry of India, which engages thousands of rural women from the novice artists to museum quality master artists. The core objective of MITHILAsmita has been to create a sustainable marketing platform comprised of a Folk art gallery, online eCommerce store, Museum shop linkages, marketplace linkages, corporate gifting tie ups and exhibitions.