Welcome to the first ‘Artisan Direct’ campaign focusing on Gujarat, enabling craft enthusiasts to purchase from artisans directly. Creative Dignity has worked with 40 artisans, many of whom had no previous access to e-commerce to find a place with premier artisan e-commerce sites – Jaypore, Okhai, Itokri & Gaatha.

From 31st July to 15th August, these sites will feature 10 artisans each, showcasing skills of bandhani, ajrakh block printing, weaving, embroideries, hand painted textiles, leatherwork, metalwork, beadwork, woodwork and pottery.

“As rural artisans, we face challenges every day. During the 2001 earthquake, we lost everything within four minutes and recovery seemed distant. But we stood together without losing hope, and we won. Currently, we are battling with the economic fallout of Covid-19. Many of us are not able to get raw materials, to sell our goods, and have lost our incomes. In current times, survival seems uncertain. But I still have faith that we will recover from the pandemic as we did after the earthquake. As an artisan entrepreneur, I have big hopes from the campaign started by Creative Dignity. “
Pabiben Rabari, Founder, www.pabiben.com

For the ‘Artisan Direct’ initiative, Creative Dignity collaborated with premier design schools to develop catalogues of unsold inventory and onboard the artisans onto the e-commerce sites. The ecommerce partners, in turn offered to reduce their margins to boost stock sales as support to artisans. FICCI FLO, Gujarat Chapter, has generously sponsored professional photography for the campaign, while the national FICCI FLO is also going to promote sales through their network. On ground team of the Creative Dignity Gujarat hub, is being led by Nilesh Priyadarshi with support from the NGO Khamir in Kutch. In addition to the above, Creative Dignity volunteers calibrated pricing, logistics and developed promotional artworks and media planning. The ‘Artisan Direct – Gujarat’ campaign is the first of monthly campaigns being planned by Creative Dignity along with online partners to support sales of artisans’ products. In the long term, Creative Dignity aims to use the COVID19 as an opportunity to reimagine and rejuvenate the artisanal sector.

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