From Rural Cluster to Urban Market
- Focused skill and design development training to 1000 women artisans over a period of one year
- Initiative by YES Arts & Culture, Concern India Foundation (CIF) and Jaypore.com
YES Arts & Culture focuses on developing Sustainable Livelihood models across craft clusters of India and has launched its first grassroots intervention ‘From Rural Cluster to Urban Market’ in Barmer, Rajasthan to provide skill and design development training to women artisans. As part of the initiative, the women artisans will receive support in the creation and sustenance of market linkages, with on-boarding of retail partners. Spearheaded by the YES Arts & Culture wing of YES Global Institute, the project has been developed in association with Concern India Foundation (CIF) and Jaypore.com.
Barmer, the fifth largest district in India, is known for rich crafts, folk dance and music. The arid weather makes agriculture a seasonal occupation and embroidery work, practiced by women, has proved increasingly difficult given market challenges. The ‘From Rural Cluster to Urban Market’ project will work on improving livelihood sustenance through the following interventions –
- Provide comprehensive training and support services such as skill up gradation, stitching and design development as well as financial literacy and government scheme awareness programme to enable women to earn home-based livelihood through their traditional handicraft skills.
- Equip women with the latest skills in stitching and designing. The project entails an intensive design programme, wherein a professional designer will steer artisans and assist them in developing new products with the traditional technique of appliqué.
Duration: April 2018 – March 2019
About Target Beneficiaries: This project is aimed at benefitting 1000 women artisans.
- Enhanced income earning potential of 1000 women artisans
- A major breakthrough will be achieved with a new, contemporary product line developed using traditional technique and introduced in the urban markets and e-stores (jaypore.com) developed in association with YAC
- Upto 50% increase in income of women artisans completing skill based training
- Increased awareness among artisans on market trends and relevant government schemes
- Increased awareness among artisans about the banking system and enrolment in the same
- Reduced cross migration to other forms of employment and preservation of the appliqué and embroidery craft
Rana Kapoor, MD & CEO, YES BANK and Chairman, YES Global Institute said, “We are committed to the revival, preservation and sustenance of India’s rich cultural heritage. We need public-private engagement in this segment more than any other, such that the original and historical ‘Make in India’ products can be revived. Integrating disciplines like fashion, design and craft is an ideal way to foster ‘Craft in India’ through quality innovation. Artisans are the custodians of indigenous craft, and training efforts must be pushed at the grassroots; Crafts are not only our heritage, but also our global comparative advantage”.
“Four years ago we launched a project to upgrade the skills of the women of Barmer, who have been producing appliqué work for generations. The social outcomes of this program have been amazing – women who were earlier isolated are now working in clusters, they are learning and upgrading skills, are free from the clutches of middlemen, and are economically empowered. It is a program that has changed the lives of not only the women, but the entire community, and we are delighted to have YES Arts & Culture partner with us to extend its reach even further”, said Kavita Shah, CEO, Concern India Foundation.
Shilpa Sharma, Co-founder and Head, Jaypore.com said, “It is important to be able to create a new aesthetic that will showcase traditional crafts in a whole new language, to keep them relevant to changing tastes. We are happy to partner with YES Arts & Culture and YES BANK to present to the market a contemporary sensibility in application for fashion and a collaborative design project which will enable traditional appliqué to come out of its limited role as an ethnic craft form. This is a wonderful way to channelize CSR for handicrafts sector in India for corporates and large organizations. Sustained initiatives such as these will strengthen the development trajectory in handicrafts in India.”