Taking over the world via ‘Handicraft’

From Kashmir to Kanyakumari, India is home to more than 3000 craft forms each embedded with its uniqueness. Be it papier-mache from Jammu and Kashmir, phulkari from Punjab, blue pottery from Rajasthan, warli from Maharashtra, eri silk products from Assam, or Kondapalli toys from Andhra Pradesh, Indian artisans have magic in their hands.

Majorly made in rural India, these products have reached every corner of the world. With an export of $3.5 billion in the pre-covid period, the Indian handicraft and handloom industry have the potential to be a multi-billion dollar industry. Government initiatives like Ambedkar Hastshilp Vikas Yojana, Mega Cluster Scheme, Marketing Support and Services Scheme & Research and Development Scheme are the part of National Handicraft Development Programme for boosting the industry.

There was a time when the Indian handicraft industry was on the verge of dying, but what changed that it is on its way to being a multi-billion dollar industry? The rise of social media and the adaption of young business minds made the artisans a star again. Today, India exports handicrafts to the US, the UK, Latin American countries, Canada, France, Germany, Italy, Japan, Netherlands, UAE, and Switzerland.

Artisans are the soul of this business, but what keeps the industry alive is the businessman. Here are some businesses that are doing their best in preserving the handicraft culture of the country:

Asha Handicrafts Association:

Asha means hope, established in 1975 Asha Handicrafts has been offering hope to thousands of Indian artisans. A guaranteed fair trade certified organization, the association envisions providing support to more than 800 Indian artisans via a sustainable global market and preserving the craft of India. According to their website, ashahandicrafts.in, their strategy is to trade, train and transform the handicraft industry. With over 4000 products, Asha Handicrafts Association is a key player in the industry.

Gaatha:

Established in the year 2009, Gaatha Handicrafts Private Limited majorly believes in the key role of storytelling. About how every hand-crafted product has a story behind it. Their motto is it identify and recognize the faceless artisan. Their products include printed chanderi and maheshwari sarees, moonj grass baskets, wall hanging and fans, clay dolls, and handmade photo frames. Every item can be found on their website www.gaatha.com. They are also involved in research, and co-creation projects and assist the artisans in creating modern-day designs.

Sasha:

A business sustains itself when it evolves while keeping its uniqueness intact. Established in 1978, Sasha is a fair trade organization that provides domestic and international market access, design, and support to artisans. Their products include handcrafted apparel, home textiles, furniture, gifts, metal crafts, pottery, natural herbal body care, and organic food products. To date, the company has supported 5000 artisans' livelihood.

Ramnarayan Blue Art Pottery:

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This second-generation business was founded back in 1980 and mainly belongs to scheduled castes and scheduled tribes artisans. Blue Art Pottery is a traditional art craft from Rajasthan which is made from quartz, Multani mitti, gum, and water. Today their products are exported to the US, Canada, California, and the Netherlands. 

There is so much more to know about the handicraft industry in India as every corner has its specialty. The industry is expected to grow about 7.8% during the period 2022-to 2027.