Bringing artisans closer to the masses

In an attempt to get Indian art and crafts traditions closer to Indians living in the country and abroad, Smita Lathi, Ruchi  Jhawar and Neha Baheti have started a venture called ‘Indian Artizans’. A brand that represents India’s handcrafted traditions under one roof, Indian Artizans was started back in 2013. 

In a country where the real work of artisans and craftsmen lies behind the scene, Lathi, Jhawar and Baheti aim to bring them in the forefront by cutting down on the middlemen and paying a fair price to the former’s hard work.

“Our mission is to build an ecosystem to empower India artisans by retailing their handcrafted stories and traditions across the globe,” says Jhawar who also calls their team ‘craftoholics’.

The trio, who claim to have travelled all across the world believe that there exists a certain “appreciation for handwoven creations everywhere.”

“As all of us have large families spread across India.

Eventually, we realised how we tend to undervalue our artisans and traditional crafts when designers from all across the world cherish Indian textiles and crafts.

Following this very simple
realisation, we decided to showcase the artisans and their methods all over the world by providing them financial, technological and design support. It also helped us in developing a network and share better terms with them,” adds Jhawar.

Speaking of their diverse product range, one can pick from handwoven, painted, printed, brocaded, tie-and-dye, embellished, spun and embroidered creations. From gorgeous weaves and alluring arts to the finest fabrics and mesmerising material, all their products
reflect exceptional quality and impeccable craftsmanship.

About the working of the organisation Jhawar explains, “Indian Artizans is also a platform for creative artisans and upcoming designers to launch their work. We have an all women’s board where each one of us heads our own clearly demarcated area of
expertise. It is a marriage of sorts where we all love what we do and consult each
other, when we need to take big decisions.”

Including crafts from all across the country, they are currently working on Uppada, Kanjivaram, Chanderi, Maheshwar, Bandhej, Patola, Banaras, Katha, Kashmiri, Jamdani, Paithani, Chikankari, Assamese, Mashru etc. Also, they create sarees, dupattas and fusion wear to appeal to a larger audience.

 “Our creations are one of a kind and have the ‘pass on to the next generation’
value. With our creations a customer not only gets a beautiful product but also makes
a valuable contribution towards supporting artisan livelihood,” Jhawar
tells Metrolife.

Currently, they retail their creations through their website indianartizans.com and store in Jaipur.

In the coming years, they look forward to build their brand awareness wherein people recognise the value of handcrafted creations. “We want people to understand how it could take as long as one year to make a hand-woven saree and how it could be more precious than the imported accessories. In the long run, we want to make our brand synonymous to the a-z of Indian crafts (hence the artiZans in the brand name). We want to provide the best to the artisans, so that their coming generations are lured into staying back, and practicing the age old crafts, so that the Indian legacy gets carried on,” she adds.