The Chhattisgarh

Beyond The Region

How e-commerce is bolstering the craft sector, one click on at a time

The craft sector of India, which gives employment to 1000’s of artisans, was one of many worst hit through the two waves of Covid-19. Grassroot artisans have been left scrambling for straws as manufacturing stopped following cancelled orders and no funds.

The pandemic additionally pressured annual craft festivals to face cancelled, additionally blocking a serious supply of their earnings. And whereas the style business adopted hyper digitisation of gross sales and advertising and marketing with aplomb, the crafts sector and the artisans, who make for the spine of India’s coveted textiles and vogue repository, have been left behind.
eleventh technology ajrakh artisan and co-founder of Kutchi Bazaar Sufiyan Khatri. (Picture: Kutchi Bazaar)
The scenic area of Kutch in Gujarat is dwelling to a number of generational craft varieties, practised by now-dwindling artisans discovering it onerous to maintain the artwork type alive attributable to lower in demand. Belonging to the Khatri neighborhood of Kutch who’ve been practising ajrakh since ages is Sufiyan Khatri, an eleventh technology ajrakh artisan and provider to vogue giants like Fab India, péro, Anita Dongre, and the like. Throughout March 2020, Khatri discovered his facility stuffed with inventory materials for the approaching months of manufacturing, amid cancelled orders and half or no funds. 

Bandhani, or ‘bandhej’, sari within the making on the Kutchi Bazaar facility. (Picture: Kutchi Bazaar)
After months of attempting to piece an answer collectively, he alongside together with his co-founder Juned Khatri resorted to an ecommerce web site,, on March 2020, promoting ajrakh, bandhani, banarasi, and batik clothes and cloth items straight from the artisans, not solely inviting nationwide and worldwide orders but in addition slicing down on middleman prices.
“Earlier, if a purchaser paid Rs 200 to purchase cloth from us, he used to promote it for Rs 300, a revenue that’s deserved by the artisans. With the web site, we’re in a position to not showcase the craftsmanship of the artisans of Kutch but in addition give them their due earnings. Being an artisan myself, I do know what our work is price, and so do they.” The web site now has a inventory of 3000 merchandise promoting to nationwide in addition to worldwide prospects with a 15-20 p.c month-on-month development since its inception.
Wrought iron tribal masks. (Picture: Lokabazar)
Within the different a part of the nation, the Bastar area of Chhattisgarh presents a humble miniature of the state’s wealthy tribal tradition and crafts which additionally faces ignorance, erosion, and downfall worsened by the pandemic. That’s why, 4 associates, Ayush Shrivastava, Gaurav Kushwaha, Suyash Sankhla, Rishabh Jain, born and introduced up in Bastar, determined to vary the established order. They based, Bastar’s 1st e-commerce startup for handmade crafts and merchandise, a yr in the past. “Whereas we’re all proud that we have now well-known forest merchandise corresponding to mahua and GI-tagged arts corresponding to wrought iron artwork and dhokra artwork, even the locals have been unaware of the artist or the village the place the artwork is carried out. Once we first began visiting the villages and speaking with artisans, we found that they’re far off from the main handicraft markets and that they’re disorganized attributable to an absence of presidency insurance policies. A land that was earlier famend for its violence and sacrifices ought to now be remembered for its achievements.” 

Tea cup holder made in indigenous dhokra type. (Picture: Lokazar)
The web site, which sells daily-use, trendy, utilitarian merchandise made within the dhokra artwork type, intends to empower the 40+ tribal artisans they work with individually by facilitating the sale of their merchandise straight with their id preserved, encouraging them to go down the craft data to future generations. Kushwaha acknowledged that the response to their web site has been “surprisingly nice” up to now. 
Gou-lu assertion necklace impressed by Ao conventional necklace. (Picture: Runway India)
In Nagaland, Neenu Maben and Nengneithem Hengna, the founders of had foreseen the advantages of digitisation means earlier than the pandemic. In 2013, they based Runway India, previously, with an identical imaginative and prescient — to bridge the hole between makers and patrons, and to empower the artisans with entrepreneurial expertise. Together with full-time salaried artisans and work-from-home artisans, Runway India additionally works with tons of of weavers and craft clusters within the villages like ‘Group  Studying & Enterprise Sources Centre’ Jalukie and ‘Lovi Twine’ in Pimla and ‘Dorcas’ in Khaibung  Village, amongst others.

“We’ve got additionally just lately tied up a unit in Mon district with a motive to protect the essence of our indigenous artwork of constructing handmade equipment by studying the artwork from the elders of the village.” Hengna shares that they’ve adopted a two-pronged method of using feminine artisans together with participating the youth of their initiative to encourage passing down the craft knowledge down the generations. 
Indigenous dwelling decor merchandise made with by sun-drying gourds for months and smoking it within the hearth. (Picture: Runway India)
With a brand new title, the initiative paves a brand new future plan of incorporating underappreciated craft varieties from different states as properly whereas persevering with their enlargement in Nagaland. “Seeing the constructive impression it was creating within the lives of the artisans, we determined to increase to an even bigger ecommerce platform that may provide house to handcraft artisans of various states to promote their merchandise on our web site. Our web site gives prospects to not solely buy specialised crafts of a selected state but in addition to know the story behind the crafts.”
A Shiva-Parvati household moulded clay doll made in Mojlipur Joynogor in West Bengal. (PHoto: The Bengal Retailer)
And whereas for, too, gross sales dipped through the pandemic, founder Indrajit Sen stated that the chemical and pesticide-free meals merchandise, like nolen gur (liquid jaggery) and uncooked honey from the Sundarbans, that they promote on their portal helped deliver prospects to the artwork and craft merchandise. The web site, which went stay on August 2019, additionally sells artworks by native Bengali photographers, painters, ceramicists, and sculptors together with crafts risking endangerment just like the Mojlipur and Kathalia dolls. Every of their artwork and craft merchandise have an in depth profile on its respective artisans.

‘Nolen gur’, or liquid jaggery, is a really particular produce of West Bengal, utilized in many candy dishes relished throughout the state, particularly throughout winter. (Picture: The Bengal Retailer)
“Bengal has a few of the most beautiful and practical crafts being made within the 23 districts of the state, however there has not been any severe effort (besides the customary authorities initiatives) to showcase them to the mass. The craft didn’t transcend the yearly festivals held on the behest of the state authorities. Though the current authorities is doing a lot to face beside them, no structural and scientific efforts are being made in its unfold,” stated Sen. 

Each entrepreneur believes that ecommerce is the way forward for crafts in India. “After the pandemic, the world is totally turning into the digital period and it’s our accountability to assist our regional and indigenous artisans to attach with the digital world. The tribal folks of Bastar usually are not a lot conscious of the digital revolution, and attributable to lack of literacy have been unable to hook up with newer markets. That’s the hole we aimed to fill,” stated Kushwaha, whereas Sen urged on a phygital method with shops that “assist interact the youth with forgotten crafts concurrently with a robust digital presence.”
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