In a world often driven by scarcity mindsets, Deepa Krishnan stands for the power of abundance thinking. As founder of Magic Tours of India and The Magic Room, her philosophy is simple yet profound: “When you work from your innate nature and spread joy, the universe responds. It always does.”
This belief in abundance has shaped her remarkable transition from technology consultant to social entrepreneurship. After implementing global projects for Citigroup, Morgan Stanley, and Barclays Bank, Deepa built two thriving social enterprises: Magic Tours, which employs and upskills students from Mumbai and Delhi slums, and The Magic Room, supporting handmade Indian textiles while providing livelihoods to women tailors.
Her journey is grounded in privilege she readily acknowledges – being born into a family that valued education, possessing natural intelligence and having a supportive spouse. Yet rather than leading to complacency, these advantages are underpinned by a relentless work ethic. Rising at 5:20 AM daily, she maintains a demanding two-shift schedule, managing everything from daily spreadsheets to cross-country artisan visits.
Her abundance mindset was tested during COVID-19 when tourism collapsed. Rather than downsizing, Deepa invested personal funds for 2 years, selling her Chennai property to sustain employee salaries.
This crisis birthed The Magic Room, which now works with over 500 artisans nationwide, following principles of fair pricing and modest margins. The venture showcases India’s textile heritage, from Bengal’s Jamdani weaves to Gujarat’s Mata Ni Pachedi paintings, creating a marketplace where traditional crafts meet contemporary needs.
Today Magic Tours operates in 28 cities, with a team of over 200 guides, offering more than 300 experiences from heritage walks to craft and food trails. The company employs students from low-income neighbourhoods, training them and offering flexi-time, flexi-location and profit-sharing opportunities.Meanwhile, The Magic Room has built a following of 150,000 on social media, with Deepa herself modeling products to engage wider audiences.
The two ventures – Tourism and Textiles – form a unique ecosystem where craft tours connect urban audiences to artisans whose work The Magic Room showcases. This synergy underlines Deepa’s belief that abundance creates more abundance – each venture strengthening the other while serving distinct social purposes.
Deepa’s spirit of service extends far beyond business. Through Abhyudaya at SPJIMR, she had helped transform 500 children’s lives through education while creating sustainable livelihoods for their parents. Her rural development projects span rainwater harvesting, farming collectives, and tribal craft development. As a former Member of the National Taskforce for Handlooms, she’s shaped policy while maintaining grassroots connection.
This commitment to sharing resources and knowledge becomes personal in her mentoring work. “Like doctors giving free consultations,” Deepa says, she often shares her expertise freely – perhaps too freely.” Yet this generosity aligns with her core philosophy: “We’re programmed to believe resources are scarce, but I’ve lived with a different belief that the universe has plenty to give.”
Her approach is deeply rooted in the Indian aesthetic concept of Rasa – seeing life itself as a work of art. This manifests in what she calls “slow joys” – gardening, bird watching, cooking, textiles, art and craft – activities that deepen with time and attention. Recognition has followed naturally, including honors from the British High Commission and UN Global Compact Network India, though accolades were never the goal.
This philosophy of abundance extends to how she views market challenges. While many businesses focus on competition and market share, Deepa emphasizes collaboration and community building. The Magic Room, for instance, tells stories of artisans, their traditions, and the cultural heritage they preserve. This approach has created a loyal community that values authenticity over mass production.
Her vision for the future remains rooted in expanding these circles of abundance, by innovating new ways to showcase India’s cultural wealth. Already, The Magic Room is becoming an educational platform where urban Indians reconnect with their textile and handicrafts heritage.
In a world increasingly focused on scarcity and competition, Deepa’s journey shows how choosing abundance can create lasting social impact while building sustainable enterprises.
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