Raising Awareness of Value: Women and Crafts in India: Impact Report November 2020-July 2023

Abstract

From the introduction

In India, the craft sector plays a significant role in providing employment to over seven million artisans, with a notable 56% of them being women. The traditional textile skills are deeply ingrained in the culture of artisan designers, a term coined by Somaiya Kala Vidyalaya for their artisan graduates, and these skills continue to evolve with time. To elevate the value of these indigenous textiles from Gujarat and enhance the livelihoods of crafts makers, the project "Raising Awareness of Value (RAV): Women and Crafts in India" was initiated. This project, funded by the British Council through Crafting Futures India, aimed to support these artisans by promoting product innovation and exploring new marketing strategies. To accomplish this, a collaborative effort was undertaken between a community-based, interdisciplinary research group from India (Pearl Academy) and the UK (Manchester Fashion Institute, MMU, UK). The study focused on nine women and their families who were actively involved in the craft-making process. The overarching objective was to highlight the significance of these artisanal crafts and to empower the female crafts makers and their families. The artisans mainly depended on selling their products in bulk to wholesalers, both within India and abroad. To achieve long-term sustainability and better livelihoods for these artisans, RAV sought to facilitate a process of "learning how to learn" (Ingold, 2013). This approach encouraged active participation in various opportunities and experiences, aimed at equipping them with the necessary skills and knowledge to effectively market their products. By fostering collaboration, support, and empowerment, the project aimed to enable these women to navigate the market and create a positive impact on their livelihoods.