A Charmed Life

Creative Dignity’s Governing Council stands united in the belief – ‘If you want to go fast, go alone. If you want to go far, go together”

Covid19 left millions of artisans stranded with no access to raw material, markets and basic sustenance. This prompted diverse organisations and professionals from the creative sectors to come together as a movement to provide relief and opportunities for respectful aid. We also realised that the artisans don’t want to be supported by charity, but would much rather be given work and an opportunity to earn and liquidate their stock.

This led to the idea of Artisan Direct, a campaign to help the artisans reach customers digitally and find new markets and livelihoods.

The first Artisan Direct Campaign, from 31st July to 15th August was a success story with a sale of over twenty-five lakhs in two weeks from just four e-commerce platforms.

We are now happy to announce the second edition of this initiative, Artisan Direct -National Edition that will begin on 18 September 2020 and will be featured on seven premier e-commerce platformsGoCoop, Freedom Tree, Jaypore, Okhai, Itokri, Zwende, A Charmed Life and Tata CLiQ. Enabling craft enthusiasts to purchase from artisans directly, this initiative brings together hundreds of artisans, many of whom had no previous access to e-commerce.

FLO, the women’s wing of FICCI, and Creative Dignity are addressing this with Artisan Direct National which will showcase the work from artisans all over India.. from West Bengal in the east, to Rajasthan in the west, Uttar Pradesh in the north, Madhya Pradesh, Delhi and Puducherry and Kerala in the south, as well as parts of central Bihar

Creative Dignity has more than 250 partners and volunteers working towards a common cause. The ‘Artisan Direct’ initiative has collaborated with premier design schools to develop catalogues of unsold inventory and onboard the artisans onto the ecommerce sites. The ecommerce partners, in turn offered to reduce their margins to boost stock sales as support to artisans. In addition to the above, Creative Dignity volunteers calibrated pricing, logistics and developed promotional artworks and media planning.

In the long term, FLO & Creative Dignity aim to use the COVID19 as an opportunity to reimagine and rejuvenate the artisanal sector. A preliminary diagnostic survey showed that there is more than 140 crores worth stock lying with artisans, and its liquidation can help revive the sector to get back on their feet. The movement has already been working for the past four months – there are 28 state hubs working on the ground helping craftsmen catalogue their unsold stock and connecting them to markets.

Please support the movement