Getting The Right Strategy!

Every state, and within it every little village, in India has its own creative interpretation of its indigenous resources-leading to the creation of a piece of craft that is technically not replaceable or replicable, and is representative of that region.

- Vibha Singh

The gamut is across clothing, jewellery, decor and even daily use objects that pretty much define and, at the same time, are derived from the region’s lifestyle patterns. The quality of the water in the rivers of Gujarat lends the vivid colours to its bandhini craft, and the beauty of these very colours adorn the women and men alike to effectively offset the arid desert surroundings. A fine example of a perfect balance and a perfect harmony among nature, its resources and its consumers.

India’s industrialization and participation in the modern world economy is decades old. Nevertheless, millions of Indians still depend on indigenous modes of production, traditional skills and techniques to make a living based on handmade products. These craftspeople or artisans are the backbone of the non-farm rural economy, with an estimated 7 million artisans according to official figures (and upto 200 million artisans according to other sources) engaged in craft production to earn a livelihood.