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Encouraging Rural Artisanship in Modern Times

As business owners, it is our responsibility to preserve the talent, beauty, and art that India has to offer. Businesses can help rural artisans and craftsmen by providing employment opportunities, offering facilities to sell their products in newer markets and enhancing their skills through skill development programmes.

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Encouraging Rural Artisanship in Modern Times

India has earned appreciation from all across the world for its richness in culture, heritage and art. Since time immemorial, craftsmanship and artistry have been a source of livelihood in rural areas.

Historically, artisans were given tremendous respect, admiration, and appreciation. However, as India has industrialized, local craftsmen have been struggling to earn a livelihood due to the decrease in the demand for traditional handicrafts over the years. The increase in machine-made products, lack of opportunities and lack of demand have overshadowed the excellence, creativity and hard work of rural artisans and their traditional artistry. It’s time to encourage skilled artisans and bring out their creativity to the world through modern marketing.

With the launch of the Make in India initiative, the government is encouraging domestic as well as multinational companies to manufacture their products in India. As business owners, it is our responsibility to preserve the talent, beauty, and art that India has to offer. Businesses can help rural artisans and craftsmen by providing employment opportunities, offering facilities to sell their products in newer markets and enhancing their skills through skill development programmes.


Here are some ways through which entrepreneurs and companies can help traditional artistry:

Spreading awareness about rural art and craft

Businesses can use their online presence to spread awareness about the lost traditional artistry and craftsmanship. Through blogs and marketing, we can educate our customers about different forms of art and craft from different regions of our country. For example, Thanjavur Art, which is a classical South Indian style of painting, Banarasi sarees made in Varanasi, woven with intricate gold and silver zari work, the chikan art of Lucknow, pottery of Uttar Pradesh and Rajasthan, etc.


Offering e-commerce platforms to sell their products

With the power of technology, a small seller can now showcase their products worldwide. Through e-commerce platforms, the artisans, and craftsmen, can sell their fine work products to a large number of customers while operating comfortably from their hometowns. The craftsmanship of India can gain

global reach and demand, increasing the revenue of the country and improving the lives of many rural artisans.


Reinvesting in rural artisans and craftsmanship

If you travel to small villages, you will find immense beauty and uniqueness in the local artistry of that region. By reinvesting capital in rural artisans and craftsmen we can preserve the traditional art culture and talent of India. This investment will also help the rural artisans to kickstart their lost careers, and India’s exquisite artistry will gain the long due recognition and popularity it deserves.


Conducting workshops and skill development programmes for artisans

By organizing and conducting skill development programmes and workshops, we can help the artisans learn modern art techniques that can be applied to traditional methods to increase their expertise and competence. Such programmes are necessary to upgrade the skills of rural artisans to today’s standards.


Helping artisans set up their businesses

Apart from financial and technical help, there is a lot that business owners can do to educate artisans. Since the majority of local artists operate in informal work settings and are not familiar with how to run a business, we can provide information, knowledge and guidance that can truly help artisans create a career and income source for themselves. By providing both offline and online work set-ups, we can increase the exposure of traditional art and craft forms within the country and globally as well.


To preserve the ancient culture, artistry, and heritage of our country, we should scale up the local art and handmade products created by skilled artisans. Through online presence and business marketing, let us join hands in bringing light to the wonderful culture of our country. Only by ensuring and providing opportunities in the local and rural communities can we grow the industry and retain the traditional art and hidden talents of Indian craftsmen.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.


Kaveri Sachdev

Co-founder and CEO, My Pooja Box

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