THESE STARTUPS ARE PREVENTING INDIA'S RICH HANDICRAFT CULTURE FROM FADING AWAY

Startup community realised artisans typically are unaware of marketplaces and heavily rely on middlemen

- Debarghya Sil

If India is known for its agriculture, then it surely is also known for art and crafts across the whole world. Millions of tourists come every year to visit deserted villages in a bid to catch a glimpse of ‘Real India’ and also get a sneak peak of India’s vibrant wearables that are sold at thousands of dollars when exported to their own country. For years, the world has been curious about the complicated and yet eye soothing embroidery, intricate yet inscrutable designs, rich yet simple colors, and more importantly the dedication put behind these delicate work.

However, post the independence, artisans have been vanishing gradually. Nope, they are not sucked by the aliens, but are finding an alternative livelihood in various pockets of nearby towns/cities. Low income rate, absence of market place, and lack of raw material have only made the matters worse. As per the Development Commissioner Handicrafts (DCH) at present only 7 million of handicrafts artisans earn their livelihood through handicraft, a significant drop for the second largest employment generator after agriculture.

Online Is The Key?

Government along with various private and social sector initiatives have tried to address worries of skilled artists in India, trying to convince them not to quit the traditional profession, promising them raw materials, training and even at times offering them incentives. But has it helped them? The answer would be no. According to a report by the UN, over the past 30 years, the number of artisans in the country have dropped by 30 per cent, strongly suggesting the dire need to re-invest in artisans to safeguard culture, history and an important source of livelihood.