Creative Dignity is an unprecedented movement to mobilise nationally in response to the devastating effects of the COVID-19 pandemic on rural creative manufacturing artisans across India.

Helpline +91 97416 54931

Relief

For immediate stability, government support will be essential with targeted relief packages for those who have lost livelihoods together with a concentrated outreach scheme that will address infection vulnerability in craft clusters. Additionally, #CD is raising funds for relief.

We are building a fund that will transfer donations directly to the craftsmen

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Rehabilitation

Cover all artisans under MNREGA, for which a productive output could be ascertained, such as the production of handmade and machine-made masks and PPE, as well as a “Dignity” line of products that could raise more funds. #CD is creating a zero margin Stock Sales site.

We are building a fund that will transfer donations directly to the craftsmen

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Rejuvenation

A Creative Manufacturing Mission be created coordinating with the Ministries of Skills and Entrepreneurship, Textiles, MSME and National Livelihoods Mission and Rural Development to enable inclusive supply chains for global needs at scale, in Fashion, Home Accessory industries, using Distributed Manufacturing and Digital Technology.

We are building a fund that will transfer donations directly to the craftsmen

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Every Hour Counts

The creative manufacturing community is incredibly capable and contributes more than $5billion USD for handicrafts and $14billion USD for homemade textiles annually and employ millions of people across the country.

For stability, government support will be essential with targeted relief packages for those who have lost livelihoods together with a concentrated outreach scheme that will address infection vulnerability in craft clusters.

However, the need is immediate and we cannot wait for the government to catch up to support these workers. #CreativeDignity is therefore focused on the REHABILITATION of the sector. The threat of starvation, desperation and death is real.

Opportunity

There is a buoyant market in India for handmade
artisanal products.
The artisan market in India is
worth Rs. 3500 Crore and
there have been increased
trends in consumers wanting
to buy handmade craft
products.
Rather than being a donation-based appeal, there
is a commercially viable alternative to ensure that
livelihoods can be kick-started in this time of
emergency.
The immediate solution is to build
the mechanisms where capable
and skilled artisans are able to
sell their products
direct-to-consumers on a
zero-margin e-commerce site.
We will market to the affluent classes with disposable
incomes at this time who want access to good quality,
high-end creative manufacturing products. In return, we
know that they will expect a reliable supply chain,
endorsed by government and industry bodies as a
credible provider of goods
We know that many artisans have
ready stock available for sale that
hasn t been taken to market
because of the pandemic, stock
whose sale had been agreed but
orders have been cancelled
because of the lockdown.
#CreativeDignity provides a
simple but hugely effective
solution.

We are all Connected

In the current COVID-19 climate, sustaining livelihoods in the creative manufacturing industry will have a major role to play in ensuring India’s socio-economic stability. Enabling the circulation of cash flows will help mitigate the acute desperation that lower-income households already face.

Stabilised Off-Farm livelihoods for millions of migrant workers who have gone back to their villages.

Women make up 50% of the creative manufacturing workforce – bigger, and more holistic developmental consequences.

Support to those at the margins of society: most artisans are Dalits, Tribal, Minorities and who are least likely to have access to social benefits.

Stabilised Off-Farm livelihoods for millions of migrant workers who have gone back to their villages.

Relatively low investment requirements The demand for handmade quality products has proved stable even at times of severe financial recession.

Handcrafts contribute directly to 11 of the 17 SDGs and we aim to keep the government on track with its commitments.

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Helpline Number:
+91 97416 54931

Solutions

#CreativeDignity brings together both supply and demand sides of the market, backed with industry and government capabilities.

We want to equip artisans with the means to sell their products directly, with zero margins, allowing them to access the full income from their sales. This will ensure that livelihoods can be sustained and that consumers attracted to artisanal products receive them at cost price, under one trusted umbrella organisation, endorsed by government and industry coalitions.

Development of a simple retail platform to connect consumers with creative producer manufactures.

We will develop a robust and aggressive market outreach to “pushsell” the sale of handmade products online across social media channels.

Financial/ digital payment mechanisms with support/ Help desk for producers.

The current crisis has exposed gaps in our collective ability to mobilize on-demand and at scale across the country. We have a duty to strengthen the underlying infrastructure that’s needed to deploy resources at speed – future-proofing the industry for the shocks of the future and preventing the devastation that we currently face.

Building for the future means strengthening the digital and practical infrastructure capabilities that will make us effective.

Registry

To quickly segment and contact a subset or the superset.

Community

A Cadre of social agencies and artisanal intermediaries that act as a community of practice to collaborate and support each other during and between crisis.

Digitally-enabled

A digitally-enabled approach to empower artisans to generate demand signals that help us understand where and when they need help.

Pehchaan

A community registry that provides identity (Pehchaan), and makes it easy for them to be discovered, and connects them to other actors across the network.

Display

Allow producers and entities to display their skills, products, and inventory in ways that unlocks new or better livelihood opportunities.

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Helpline Number:
+91 97416 54931

People

#CreativeDiginity is the brainchild of India’s leading artisan skill-based development organisations and experts in the field. We have come together in an unprecedented move to mobilise nationally in response to the devasting effects of the COVID-19 pandemic on rural creative manufacturing artisans across India.
The #CreativeDignity movement has received endorsement from government, industry experts and practitioners from across India:
The Crafts Council of India, AIACA, National Federation for Handloom & Handicrafts, Industree, Rangsutra, Dastkari Haat Samiti, Khamir, BlessdBuy, iTokri, Kadam Haat, ARTISANS’ Centre for Art of Craft and Design, EikiBeki, JD Centre of Art (Odisha), Eco Tussar – Pradaan, Durga Venkataswamy, Meera Goradia, Schonfilt LLP, Potli, AnanTaya, Sasha, Craftizen, FORHEX, NIFT, Malkha and Ruaab – Sewa Bharat.
List of Volunteers Roles & Responsibilities

#CreativeDignity

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