This is undoubtedly a burning fact that, this recent pandemic had left the entire global economy upside down. While this has opened numerous possibilities in the digital sphere and other advanced tech-driven platforms using artificial intelligence (AI) or machine learning, several industries like airlines, travel & tourism were the worst affected ones.
One of the key industries among the badly hit ones is the Indian craft sector.
Due to the strict regulatory limitations and off late interim state-wide lockdowns this sector had impacted heavily as there were almost no markets, zero or low conversions, or any positive initiatives by the prospective buyers nationally or from the international ground were found.
If you are one of them who considers small-scale industry specially cottage industry has very little role to play in contributing towards national GDP (gross domestic product), then perhaps this is the prime time to give a further review.
This was highly interesting to watch how preserving culture through handmade becomes the post pandemic economy enabler.
With the mission of empowering artisan communities & their efforts with an effective channel to reach global consumers- We try to bridge between the people who are in search of consumables with an essence of creativity.
“One responsible initiative can create a ripple of change which impacts life.”
But, you will find the following is common in every initiative of ours :
o Promoting the essence of creativity & application.
o A sensible step towards sustainability & inclusive approach.
o Considering sustainability at the core of everything.
o Motto is to walk towards a more balanced ecosystem.
o Driving awareness about conscious consumption.
Aside from promoting cultural curiosity & a sense of exploring something authentic, handcrafted craftworks, we are also focused on responsible consumption, curating designs with modern aesthetics in such a way that promotes, recycle, reuse & upcycle.
We encourage the walk towards sustainability to reduce carbon footprints.
CRAFTINENCE: BEING VOCAL FOR THE LOCAL
Thus, we had formed a social start-up in June last year, which strengthens the local artisan communities, impacts society & drives awareness about sustainability & conscious consumption considering conservation of natural resources.
We try to showcase a handpicked collection of local art & craft which narrate the stories sublime.
Hence, we consider ourselves as a consortium of Craft, Artisan & Competence, acronymed- CRAFTINENCE™.
We highlight stories, which reflect the efforts of the Doers, their rich traditional legacies, and their fascinating creations from the multiple domains & verticals of expertise.
The importance of the Indian handicraft sector in the entire Indian economy is enormous. It is considered as one of the primary contributors towards the national employment generator and significant shareholder in country’s export activities.
With the fragmented count of around seven million regional artisans and ever-growing numbers of exporters for regional art & craftsmanship in the national & global market the scope seems to be highly interesting.
Especially during & post covid phase, as the people are becoming more & more reliant and conversant with the technology-driven distribution channels, the handicraft sector especially the Indian artisan community needs more & more participation to promote their skill & creative productions.
CRAFTINENCE: A PLETHORA OF POSSIBILITIES
For the very first-time people thought about the people who are labeled as the Doers. People who remain in the sublime so far and their life remained unexplored. As we had seen in the case studies of “Fashion Revolution” consumers are keener to know “Who Made My Clothes?” or businesses are opening up to inform “Who Made Your Bag?”
We understood the importance of Handmade, the role of the artisans or the Karigars & the importance of promoting their craftsmanship and the dedication to create something interesting.
The opportunity lies in the process of understanding what people are looking for and how we are addressing it. Handmade products are time-consuming as it requires a lot of effort and craftsmanship to ensure a valuable wonder. Handicraft is known for its unique feature of being crafted. So technically it’s a process of making a substantial product to address and meet a requirement conserving the creative nature.
Earlier in order to promote the artifacts, artisans require traveling from pillar to post or from one location to entirely distant places – but considering the contagious nature of the virus of the pandemic, it was next to impossible.
Hence, we came up with the solution to leverage the artisan communities with digital aid.
As the proverb says it’s not about WHAT you are saying it’s more about HOW you are saying.
Hence, we understood that storytelling is much more effective than physical movements. Every financial transaction is the result of certain triggers which persuades the consumer to spend for something – something which has value, will meet a purpose, or addresses consumer requirement.
As the internet enables us to represent it visually and in a more creative form this had given us a wide scope to explore where we can effectively engage people, talk about things, issues that matter, social platforms where we can hear their views, engage them strategically to understand their preferences and come up with something that impacts life – be it the Doers & the Consumers.
What we need to make it possible is YOU & your LOVE & SUPPORT.
KEEP SUPPORTING ARTISANAL EFFORTS TO BE A PART OF SUSTAINABLE DEVELOPMENT OF THE INDIAN ARTISAN COMMUNITIES INITIATIVE.
WE NEED YOUR SUPPORT, STAY CONNECTED
CRAFTINENCE INDIA PRIVATE LIMITED
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