Serving as a medium to deliver hand crafted personal wearable accessories made by Indian artisans with a meaningful purpose as both a store of value and a marker of milestones in life. It denotes an emotional purchase with an essence of pride and keepership for both the artisan and the consumer. With the changing outlook of people regarding jewellery as a daily wear commodity rather than an asset for life, it has made this market more popular.
Although exports of Craft sector appear to be sizeable, India’s share in world imports is miniscule. The Craft sector has, suffered due to it being unorganized, with the additional constraints of lack of education, low capital, and poor exposure to new technologies, absence of market intelligence, and a poor institutional framework. It is a sector that is still not completely explored from the point of view of hidden potential areas. However Indian Craft Sector has great growth potential in the changing scenario with its basic strength being the abundance and cheap availability of manpower and being a traditional profession of millions, it still requires very low investment compared to other countries barring China.
The project aims to discover this potential and to develop aesthetic products for the niche Indian markets, with a vision to make hand made accessible and support these artisans and their families working in this field for generations as an attempt to diversify their range and scope of production. To conceptualize a young generation - community centric brand from sourcing, grassroots capacity building, and design development to improving operational efficiency and enabling marketing across multiple channels.
