did you know?

The global market for handicrafts is valued at USD718 billion.
Of this, India's share is less than 2%.

The pandemic and national lockdowns of 2020 and 2021 have greatly impacted micro, small and medium enterprises (MSMEs). India’s 10 million strong artisan community - 72% of whom are women - continue to face the effects of this pandemic.

the Indian handmade sector

without formal education

in rural india

earning less than Rs.5000 per month

* all highly skilled in their craft, most belonging to minority communities

𝗪𝗶𝘁𝗵 𝗺𝗮𝗿𝗸𝗲𝘁 𝘁𝗿𝗲𝗻𝗱𝘀 𝘀𝗶𝗴𝗻𝗮𝗹𝗹𝗶𝗻𝗴 𝘁𝗵𝗲 𝗿𝗶𝘀𝗲 𝗼𝗳 𝘁𝗵𝗲 𝗰𝗼𝗻𝘀𝗰𝗶𝗼𝘂𝘀 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿, 𝘄𝗲 𝗯𝗲𝗹𝗶𝗲𝘃𝗲 𝘁𝗵𝗶𝘀 𝗱𝗼𝗲𝘀 𝗻𝗼𝘁 𝗵𝗮𝘃𝗲 𝘁𝗼 𝗯𝗲 𝘁𝗵𝗲 𝗰𝗮𝘀𝗲

today, consumers are consciously seeking out brands thar are creating a postive and social impact. additionally, a rise in e-commerce use shows that artisans can tap in to urban and global markets with strategic support.

the rise of the glocal artisan

Kaluram, 40

Artisan. Entrepreneur.

Sales had come to a halt during the first lockdown, and Kaluram was unable to support the 20 women in his employ. With a foundation in entrepreneurship skills Kaluram was able to bounce back from the lockdown by building his online business
where he earns ~Rs. 70,000 month-on-month.

Ranjana, 27

Artisan. Designer

While Ranjana was born into a family of master weavers, who uphold the Jamdani tradition, Ranjana’s foundation in design skills has made her a trendsetter
in the craft community. She innovates on
her colour palettes and pattern designs by keeping a keen eye on market trends online,as well as across specific geographies.

Dharmendar, 39

Artisan. Environmentalist.

Choosing to be eco-conscious at every step of the design and production process Dharmendar insists on handspun yarn, natural dyes, and handloom weaving, avoiding the use of any power or machinery. This ensures that livelihoods are being supported
across weavers, spinners and dyers, with consistent earnings for ~75 craftspeople.

we are investing in India’s craft sector

making way for a new generation of artisans who are,

Digitally Enabled:

Developing digital literacy, to enable e-commerce.


Training artisans in design that can address urban markets.


Implementing green-standards of production, so our crafts are planet-friendly too.

Market Savvy:

Bringing crafts to market, with stronger presentation skills.

our Impact so far

let’s rebuild the craft sector, together.