In the heart of Central Asia, a group of women in Kyrgyzstan are revolutionizing the ancient art of felting by merging traditional techniques with modern technology. Tumar, a company founded by sisters-in-law Chinara Makashova and Nazgul Esenbaeva, is bringing this 5,000-year-old craft into the digital age, despite the challenges posed by the country's limited infrastructure.

Tumar's journey began in the 1990s, when Makashova and Esenbaeva sought to revive the traditional Kyrgyz felting technique, which was on the verge of extinction. With the help of USAID's green business initiative in Central Asia, they were able to expand their production capabilities and build a modern, direct-to-consumer web store. However, the sudden withdrawal of USAID funding left them with a $35,000 funding gap, threatening to derail their plans.

Despite this setback, Tumar's determination to succeed is unwavering. The company has managed to automate the felting process, which was previously done by hand, by salvaging and restoring old Soviet machinery. This innovative approach has enabled them to produce high-quality felted products, such as slippers and shyrdak blankets, on a larger scale.

Their e-commerce business, Kyrgies, has seen remarkable success, with sales doubling year over year. However, the company still faces significant challenges in terms of payment processing and cybersecurity. Kyrgyzstan's banking system is closely tied to Russia's, and Western sanctions have made cross-border transactions tricky. Additionally, concerns over China's access to US consumer data have led to cybersecurity hurdles, making it difficult for Tumar to process international payments.

To overcome these obstacles, Tumar is exploring alternative solutions, such as Estonia's e-Residency program, which could provide them with a more reliable payment processing system. The company is also working to expand its partnerships with small, family-owned Kyrgyz sheep farms, increasing its capacity for processing wholesale felt and providing a sustainable source of raw materials for artisans across Central Asia.

Tumar's story is a testament to the power of innovation and perseverance in the face of adversity. As the company continues to grow and adapt, it is clear that their commitment to preserving traditional techniques while embracing modern technology will have a lasting impact on the e-commerce landscape in Kyrgyzstan and beyond.