You need strategy, tact and wit and you must use your resources economically. Yes, we know that’s a mantra for daily life—but for our business in feature, that’s 30-60 minutes of gameplay. Introducing Madhumita Mani's Mad4Fun Games, an Indian board game company that is making waves.

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Growing up, Madhumita was certain she was not going to buy into the regular 9-5 job saga. Baking and owning a cake shop was more her cup of tea, and binging on MasterChef definitely played second fiddle. But a 10-day visit to her friends in the US proved to be more than just fun and games. Almost everyday, this bunch played ‘Settlers of Catan’ and overtime Madhu’mitas fascination with board games grew obsessively. Just like “comedy is serious business” Madhumita explains “developing a board game is geeky business” — and she was in for that ride. It took her two years to reach what she calls a “eureka” moment and introduce the world to “Ettana: The Looms of Kanchi”— Mad4Fun Games’ first board game. 

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Foraying into an unconventional career was not daunting for Madhumita. But establishing a board game company especially in a niche market like India came with its own challenges. From production precision and quality to price points—this new business already received an experiential masterclass in business management. Yet nothing captures their personality more than Madhumita and her team’s excitement for creating a fun experience. Madhumita takes us behind the scenes and explains the journey of designing a board game from scratch: 

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‍“The most exciting part of the entire journey is creating a game. A lot of thought goes into the ideation phase: the game must never have any deadlock situation, the objectives have to be set and the theme has to be well-integrated. Then we test it inside out and upside down…. until the game is launched. Quick printouts of the board, reused wooden pieces/ dice—come into play. I first test the 2-player version with my husband which could take a few months—before testing the 3/4/5 player versions with friends or children etc. Post this there is a rigorous 9 to 12 month testing period where every aspect of the game is tested. Simultaneously, the design process kicks off and prototypes get created.” 

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‍Madhumita describes Mad4Fun Games’ idea of success beautifully: “if playing our game will make children or adults socially interact more by moving away from a mobile phone or tablet, that impact would be a true measure of success for Mad4Fun Games.” Board games and sports, she explains, teaches us that there is more to life than compulsively winning all the time. The experience of having fun is priceless. What sets Mad4Fun Games apart is not just their vision, but a combination of sustainability, gender inclusivity and design precision practices, outlined below: 

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• The board gaming industry is not as gender inclusive, with only a handful of women publishers. Mad4Fun Games breaks this barrier by hiring, engaging and working mostly with women.
• Sustainability is a core design component. Consider how eco-friendly Ettana is. Custom potli-bags inspired by Kanchipuram replace zip-lock bags and most components are made of wood instead of plastic. 
• Although neglected by board game publishers, safety standards are a priority for Mad4Fun Games. All their certification marks have been procured through proper testing. 
• The games are designed in Switzerland, made in India and shipped worldwide. This ensures Swiss precision in every little detail while sticking to Indian roots through the games’ name, artwork, theme, and philosophy. The company consciously tries to integrate handlooms and traditional Indian currencies (anna) in its design.

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With all of this, we are not surprised that critics and board game geeks recognise Ettana for its premium quality and as a game for board game collectors. Come June 2022, Mad4Fun Games will be launching another historically inspired game, thematically rooted in South Indian culture that underlies its strategic gameplay. We could not concur more with all the love and critical acclaim this business has been receiving. Taking inspiration from her mother, PV Sindhu and Smriti Irani—Madhumita describes a badass woman as someone who excels in what they do, does not hesitate in doing what is right, and stands up for herself! For us, Madhu exemplifies this. Breaking the glass ceiling in an unconventional industry and market — and building a brand that is sustainable, fun and purposeful and high-quality is no short feat. So ladies, do follow, shop and support our Badass Bizz—Mad4FunGames, and stay tuned to what they have in store!

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