India is a country with 85% of the world's handmade products in different sectors, especially textiles.
The land being so diverse, it boasts different varieties of crafts in the handloom industry. The rapidly growing trend towards fast fashion and strong competition from mechanised, mass-produced clothing, threatens the survival of these traditional handicrafts.
As the size and demand for handcrafted products shrinks, the trend for cheaper and competitively priced products increases. There has been a sustained loss of skilled artisans from the field as they migrate to other professions to make a living. Awareness and education are imperative for the future of handlooms and handicrafts to ensure that consumers recognise them as a form of classical heritage and a sustainable form of fashion that should be preserved.
The advantages of the handloom sector include less capital intensive, use of minimal power, eco-friendly quality, flexibility of small production and adaptability to market requirements.
Protecting our environment using natural resources suitably throughout our trading and to promote environmentally responsible initiatives to create new models to promote sustainability.
We ensure fair prices that are mutually agreed with our partners. We provide support with ideas and help to direct their immense talent to remain contemporary and relevant to a changing world.
Our cost and price models are worked out equitably between us.
Our partners and associates work tirelessly to assist our artisans in increasing their skills and improving their practices through assistance with production methods, working conditions, business practices and product development.
We endeavour to provide all our partners and artisans access to a larger marketplace and a fairer price for their products, not just by promoting what they make, but also by helping them with ideas and designs to innovate and create relevant pieces that appeal to changing tastes and modern preferences, this helps them find wider markets.
Craft conservation as a collective effort
We provide Indian artisans a platform to perform
Handcraft remains a sustainable, viable livelihood alternative for artisans and their following generations. There is a tremendous challenge facing the sector across India to protect this industry and the income it provides.
A large variety of beautiful, rural crafts never make it to the wider market. They remain limited to their localities.
A vast number of artisans are still struggling with livelihoods. Perhaps the most important objective we hope to achieve for these artisans, is in terms of being able to reach new markets and create new age, contemporary products setting into motion a cycle of repeat orders and purchase.
This in turn would help in making hand crafts a lucrative work option for the younger generations of these artist villages.
Creating awareness for craft is linked with promoting ecological choices. Our producers use traditional skills and combine them with new innovative technologies to support and grow their businesses.
By using skills such as hand weaving, hand knitting or hand embroidery we create employment in rural areas where work is often scarce. All of our accessories are dyed using low impact dyes, free from harmful chemicals which are frequently used in clothing manufacture.
We use natural materials where, avoiding plastic and toxic substances.
Driven by a belief.
Let’s choose to make the difference.
We endeavour to work with our artisans to update traditional designs, enhancing their appeal.
