Getting Artissan India Online

By Puneet Chawla, CEO and Co-Founder, Jaypore.com

“A country remains poor in wealth, both materially and intellectually, if it does not develop its handicrafts and its industries and lives a lazy parasitic life by importing all the manufactured articles from outside. There was a time when we manufactured almost all we wanted. The process is now reversed, and we are dependent on the outside world for most manufactured goods. The past year brought forth a remarkable awakening of the Swadeshi spirit. It has, therefore, become necessary to define Swadeshi goods. But in giving a definition care has to be taken not to make the definition as narrow as to make manufacture all but impossible or so wide as to become farcical and Swadeshi only in name. We do not want to follow the frog-in-the-well policy, not in seeming to be international, lose our roots. We cannot be international, if we lose our individuality, i.e., nationality.” 
Mahatma Gandhi, Young India 20.8.1931

A lot has been said, and to an extent, done, about reviving Indian crafts heritage of late. Be it the Benarasi weaves or the Patola silks - there seems to be a meteoric rise in popularity of traditional Indian crafts and textiles in the market. But, despite the efforts of the textile ministry and local cooperatives, the focus of the revival movement seems to be on big designers and retailers rather than the grassroots craft communities. Most of the local artisans, especially those in the hinterlands, languish in oblivion. Without any market or recognition for their craft.

Very few artisans can earn a living wage these days because of declining local demand for their work. Many are forced to give up their craft in exchange for a life of abject poverty as unskilled workers. While there is no dearth of demand for artisanal wares, both in India and overseas, a direct bridge to the artisans still seems to be lacking. And online retail space, in this scenario, can play a big role in bridging the gap. A gap between customers and artisans hindered due to a lack of communication.

The possibilities for bringing the artisan India online are immense. From access to a global market to being a channel to raise awareness for the dying crafts of the country, the Internet is going to play a significant role for them in the years to come. Online retail can act as a global platform for local artisans. Creating a direct connection between consumers and producers, and making handmade Indian products desirable and easily accessible to customers globally.

The importance of a direct platform like that for the artisans cannot be overstated. A sustainable artisanal marketplace online not only empowers the artisans but also helps preserve their artistic traditions for future generations. This along with a steady source of income which can make all the difference to the impoverished communities giving up their traditional craft due to lack of sustenance through the same.

At Jaypore, we strive to build exactly such a holistic online artisanal ecosystem. We are building a scalable platform for the master craftsmen and craft communities from around the country. While we also work with more established designers and brands, our focus is always on promoting the local arts and crafts from around India. We identify producers of high-quality handmade items through extensive travel and research. And we partner with many craft clusters and non-government cooperatives that are committed to elevating the status of local artisans.

We work extensively with local craft communities from different corners of the country. From Ajrakh printers in Kutch, Gujarat, and Kalamkari artisans in Andhra Pradesh to Madhubani artists in Bihar. We also work with several craft initiatives like AIACA, WomenWeave, DAMA, Kumaon Grameen Udyog and Khamir, to mention a few, showcasing their products on our website.

A recent example of our collaboration with local craft communities is that with The Kala Raksha Trust, a grassroots social enterprise working on reviving Suf and Kharek embroidery styles from the Kutch region in Gujarat. In its newest initiative, the trust plans to train 100 women artisans to become skilled in working on museum quality textiles. And eventually, create market appreciation and value for the artisans.

Through our own work with Indian craftsmen, we find that there is an immense market for artisanal Indian products online. Not just in India but through the world. There is a great amount of curiosity for Indian embroideries and textiles, as well as its handicrafts and subsequently a great demand. And with international designers as well as artists turning to Indian crafts for inspiration for their new collections, the curiosity is only going to increase in the near future.

The time is more than ripe then, to build India's artisanal heritage online. To lend a contemporary context to the rich legacy of the master craftsmen from across India and to connect them with modern customers across the world. All this made that much easier with the disposal of an ever-growing online audience and the power of social media. The bridge between Indian craftsmen and global consumers has never looked less formidable.

Photo credits- The Better India