Give craft start-ups the status they need

Sumita Ghose

AFTER agriculture, handlooms and handicrafts provide the second largest source of livelihoods for rural communities. Many families practise both — rainfed agriculture in one season and crafts the rest of the year. Many also grow vegetables and keep small animals or cows to augment their incomes and fulfil their needs.

Agriculture is a risky profession and can absorb only a limited number of people into farming activity. Handlooms and handicrafts of different kinds can be an alternative source of employment for rural Indians who would rather stay in their villages, instead of moving to overcrowded and polluted towns and cities and end up as construction workers.

Equally important, crafts provide a space for expression of one’s creativity and identity. Handwork, being repetitive and requiring focus, is meditative and helps in calming the mind.

The handicraft and handloom industry can alleviate rural unemployment if relevant government ministries, departments and we the people lend a helping hand. The needs of the sector must be addressed on a war footing with carefully thought-out strategies, if we wish to capitalize on our incredible craft heritages.

 

Bring SHGs together for micro-enterprises

This can begin with organizing Self-Help Groups (SHGs) in villages, which can then collectively form an organization. It could be a society, or a company. A local community-based NGO is best suited to lend a helping hand with financial support from the government.

Organizations like NABARD have already helped build such producer organizations. While some have been able to successfully find market access, those in the handicraft and handloom textiles sector still need help to find markets and cater to market demand. This strategic partnership between civil society organizations and the government — both committed to keeping people and the planet at the centre of all their interventions — can go a long way in ensuring inclusive organizations working with the goal of sustainable development at the grassroots.

 

Producer groups can manage district centres of excellence

Design a hub-and-spoke model to reach out to the last mile of artisans. Investment in appropriate technology and infrastructure is needed to set  up centres of excellence in each district in the country, where there are a sizeable number, at least 500, of active artisans.

The hub would house a design studio for regular product development using local skills and raw materials, keeping the contemporary market in mind. Also, a raw material bank and processing facilities like dyeing, with an effluent treatment plan, and finishing, packing, dispatch facilities for shipping.

Thirdly, digital technology — for management of inventory, and for accounting purposes — is crucial for the producers’ group to scale up for greater social impact. Digital technology can also help weavers  connect directly to the market through government channels like the Open Network for Digital Commerce (ONDC).

 

Provide hands-on training programmes for skills to run community enterprises

This is essential to ensure that community enterprises become viable and growth-oriented. Training would include skills and handloom/handicraft techniques, and learning and implementing the requirements of the contemporary  market — especially with respect to quality and timely production. Enterprises must reach the market in time.

 

The state can bring the market to artisans at airports and in cities

Governments can play a significant role in promoting crafts by organizing global-standard exhibitions in state capitals and cities with airport access. This would draw both tourists as well as buyers of crafts and textiles from across the world to where products are actually made. Seeing artisans at work, getting a glimpse of all that goes on behind making a hand-crafted product is great incentive for purchasing  products and for placing orders. This will also give a boost to the tourism industry, benefitting homestays and hotels.

 

The middle class can play a role in boosting handlooms

The middle class can create jobs in rural India by buying handmade products instead of mass-produced ones for home decor, clothing, accessories, and gifts. It can promote our cultural heritage by incorporating handmade items into everyday life. This includes wearing handloom sarees, handcrafted garments, pottery, or decorating homes with artisanal textiles and artwork.

The middle class can also spread awareness about the value of handmade products and the importance of supporting artisans and weavers. It can encourage friends, family, and colleagues to appreciate and invest in the unique craftsmanship of Indian artisans. It can explore local markets, craft fairs, and exhibitions to discover handmade treasures from different regions of India.

For special occasions such as weddings, festivals or corporate events consider commissioning custom-made handicrafts or handloom items. This not only supports artisans but ensures unique and personalized gifts.

By seeking out and purchasing from social enterprises and NGOs that work with artisans and weavers you can improve their livelihoods, promote their products and contribute to social and economic empowerment in rural communities. Also, look for handmade items that are sustainable and eco-friendly and made from natural materials, organic dyes, and recycled materials.

Share the stories behind handmade products with others to create a deeper connection and appreciation for the craftsmanship involved. Whether it’s the history of a traditional craft technique or the journey of an individual artisan, storytelling can inspire others to support the handicraft and handloom industry. 

 

Sumita Ghose is founder-director of Rangsutra Crafts.