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Traditional Crafts Revival Program

April 2024 • Gujarat & Rajasthan

Reviving Centuries-Old Artistry

Traditional handicrafts represent India's artistic soul—intricate block printing, delicate embroidery, hand-woven textiles, and pottery that tell stories of cultural heritage. Yet these crafts face extinction. Machine-made products dominate markets, young artisans abandon ancestral skills for urban jobs, and master craftspeople struggle to earn dignified livelihoods.

Our Traditional Crafts Revival Program was designed to address this crisis. We identified 100 artisans across Gujarat and Rajasthan working in dying crafts—Ajrakh block printing, Bandhani tie-dye, Rogan art, and terracotta pottery. The program provided skills enhancement, design innovation training, quality raw materials, and most importantly, sustainable market linkages to ensure these crafts thrive economically.

Innovation Meets Tradition

The program's unique approach blended tradition with contemporary design. Renowned designers worked with artisans to create products that honor traditional techniques while appealing to modern consumers. Ancient Ajrakh prints now adorn contemporary clothing, traditional Rogan art decorates home decor items, and pottery incorporates modern utility while maintaining cultural aesthetics.

We established direct connections between artisans and high-end retailers, online marketplaces, and export houses—eliminating exploitative middlemen. Artisans learned digital marketing, pricing strategies, and quality standards. Craft collectives were formed, enabling artisans to pool resources, share knowledge, and negotiate better prices. The economic transformation has been remarkable—average artisan incomes increased by 150%.

Preserving Heritage, Creating Livelihoods

"My grandfather's Rogan art was dying. Now, I'm teaching 10 young people this craft, and we have orders booked for six months," says Jabbar Khatri, a Rogan artist from Kutch. Lalita Ben, a Bandhani artisan, shares, "I used to earn ₹3,000 monthly. Now I make ₹12,000, and my daughter wants to learn the craft instead of leaving for the city."