Click to play videoNew Delhi: Indian handicrafts and designs have never been so popular in the urban Indian market and abroad as now.
But do the rural artisans get a fair deal?
For 22-year-old Mathri, embroidery was a family heirloom and she earned her livelihood out of it till she joined an NGO, Rangasutra that had only more in store for her.
Rangsutra focuses on the livelihood of the rural artisans, by turning into a business enterprise that gives the artisans equal stakes as shareholders.
Coming from remote interiors of the country, this ownership is a huge motivating factor for the artisans.
“All the artisans are share holders in this company so they own the company,” says CEO, Rangsutra, Shumita Ghose.
With around 1000 artisans having joined Rangsutra, the company also promotes utilising the profits for healthcare and education.
So, what is the key to bringing about a change amongst India's rural communities?
“The key thing is a change in the mindset. It is in believing to make a livelihood out of where one’s talent lies in whether it is embroidery or weaving. There is a market for the skill that they have,” says Ghose.
As is the case with Mathri here, becoming business savvy may just be the key to bringing about a social and economic change amongst India's rural communities.
(For updates you can share with your friends, follow IBNLive on Facebook, Twitter, Google+ and Pinterest)
More on IBNLive Right Now
MOST SHARED
PHOTOGALLERY
