New Delhi: Craftroots, an initiative to link the output of traditional Gujarati artisans with global markets, today opened its first multi-level megastore in Delhi today. Aesthetically designed commercial space of around 3000 square feet will give opportunity to 45 craft forms from Gujarat to be showcased and sold in the heart of the Capital.
The mega store, first to be opened outside Gujarat, is spread across 3 levels and will house such traditional craftworks as Bandhni; Rogan; Mudwork; Mashru; Bamboowork; Ajrakh; Stonework; Brasswork; Pottery; Traditional Jewellery; various Embroidery; Patchwork; Beadwork; Lacquer work; Batik; Weaving; Block Printing; Leather products; Matani Pachhedi; Warli Painting; and Handmade Paperwork amongst others. Mentor of Craftroots and Ex-Chief Minister of Gujarat Smt Anandiben Patel graced the occasion with her presence where renowned Interior Designer Smt Lipika Sud and Founder of Craftroots, Anarben Patel were also present.
Founder of Craftroots, Anarben Patel said during the occasion, “A forward linkage program of Gramshree, Craftroots has successfully supported and revived many ancient craft forms by adding value to the ecosystem. Craftroots is working towards the creation of an encouraging ecosystem for the crafts with an aim to add value to the progress of artisans – the carriers of these ancient traditions.”
Craftroots has 2500 volunteers from around 30 countries who tirelessly help around 25000 artisans across 45 craft forms. Profits from the sale of products support programs in health, education, personal finance and leadership training, etc. Apart from its 8 centres spread across Patan, Mehsana, Kachchh, Bhavnagar and Bharuch, it also has tie-ups with 25 big NGO’s spread across the country. It works with more than 2000 women in the slum and lower-income areas of Ahmedabad and other rural regions of Gujarat. All these women are home-based workers so that they may earn at their convenience from their homes.
“In 1995 when Gramshree was started, aim was to empower and support women through income generation. Gramshree has supported and trained thousands of women to be the catalysts of change in their families and communities. Women form more than 60% of the work force in this sector and we are happy that we have contributed in strengthening the sector by providing nurturing environment to them,” adds Smt Anandiben Patel, Mentor of Craftroots and Ex-Chief Minister of Gujarat.
By employing a three-pronged strategy of Revival, Sustenance and Sharing, ‘Gramshree’ is tirelessly working to provide the artisans a rightful place amidst the socio-economic echelons of society. This is a love-filled initiative to water the roots of tradition, to let it blossom into a gleaming tree.