Indian couple help traditional artisans get back to trade – art and culture


“Sanjhi,” the ancient Indian art of paper-cutting the usage of nature-inspired motifs, is how Ram Soni puts food on the table. It’s also a carefully preserved skill passed down through generations in his circle of relatives.

The use of special scissors provided to him by his parents, who taught him the craft at an early age, he patiently carves out intricate pieces from folded paper to create complex stencils that stand out against contrasting colored paper.

Soni’s sales dipped to zero as India went into a prolonged lockdown earlier this year to take a look at to contain the coronavirus pandemic.

The 49-year-old Soni is just such a artisan New Delhi-based designer Sheela Lunkad and her architect husband, Rajeev Lunkad, aim to help with their “Shilp se Swavlamban,” or “Empowerment through Craft,” crusade to supply craftspeople an online platform for collaboration, displaying and selling their works.

The Lunkads set up a company called Direct Create in 2015, aiming to cause down exorbitant prices for traditional Indian handicrafts by connecting artisans with buyers, cutting out middlemen and swanky retailers.

Most artisans live in far-flung parts of huge India. With markets and exhibitions closed by the pandemic, many had no way to achieve customers. Now they are able to register on the Direct Create platform to showcase their work. They may be able to also collaborate to custom-design products for their clients.

The new online platform now features works by more than 2,500 artisans.

“On account of Direct Create, we have been ready to give them a number of marketing outreach and discoverability,” Sheela said. “People have reached out to them asking for quite a lot of kinds of things which they’ve loved and appreciated all through this time.”

Collaborations can result in fusions across cultures, like a traditional, colorful Rajasthani storytelling-box, or “Kavad,” depicting a Romanian folk story that was once made to order by a native artisan for a German storyteller and teacher.

Direct Create does not take advantage of sales on its platform, though 4-5% of the income from each and every sale goes toward packaging, shipping and providing online payment gateways to craftsmen who typically don’t seem to be adept at arranging online payments.

It’s been a lifeline for papercutting artisan Soni, who to start with had to lay off all his workers and even thought to be giving up his art. He now lists his paper cutting craft on the online platform and says it has helped him work on a collaborative design project.

“The thought at the back of Direct Create is superb for new artists,” said Soni, whose work has won him a national award and recognition from UNESCO. “We get to earn money, but we also earn respect.”

Sanjay Chitara, an expert of “Mata Ni Pachedi,” or block and hand-painted pieces of cloth that typically depict stories of Hindu gods and goddesses, says Direct Create enabled him to restart his trade after he shut down all through the pandemic.

“After I started displaying my work on the internet sites, numerous my old clients could view my current work,” said Chitara, who lives in the western state of Gujarat. “It is advisable because whether they like our work, clients contact the artists directly.”

There’s another oblique get pleasure from the initiative.

The shift toward shopping online to limit conceivable exposure to the coronavirus has made people more curious and careful approximately what they’re buying and if it is made sustainably, Sheela said.

“Industrial products had flooded the market,” she said. “The pandemic and the digital space has now allowed people to in truth view products on their desktops and phones. They may be able to make a discerning choice today. ‘Do I buy this industrial product from perhaps Amazon or a few others, or do I look at picking up small, interesting things which in truth make a difference to the livelihood and equitability of the craftsmen?’”

(This story has been published from a wire agency feed without modifications to the text.)

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