For the past four years, the women and teenage girls of the villages of Borda and Mahabadia, on the outskirts of Bhopal in Madhya Pradesh, have been creating magic with thread and cloth. Working under the guidance of a few socially-minded citizens, these artisans have embroidered panels that are made into cushion covers, tote bags, and zipper pouches, which are sold via Twitter, Instagram, Facebook, and word-of-mouth marketing, enabling them to earn a livelihood and support their families.
The NGO, Aham Bhumika, was founded in 2008 and is also involved in other initiatives, like the art and craft education of rural children. But it’s the works produced by the livelihood initiative that is so eyecatching. The embroidery designs of these rural artisans go well beyond the mundane - whimsical animals, Christmas trees, flowers, zodiac signs, a funky pattern of bananas and even Mexican painter Frida Kahlo make an appearance, to the delight of customers.
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