How Rivaayat is connecting traditional artisans with the online market

Rivaayat, an initiative by three 19-year-olds, goals to bridge the hole between terracotta potters, basket weavers and the net market

Twenty two-year-old Ghanshyam Prajapati from Moliya, Alwar in Rajasthan, laid his arms on clay for the primary time when he was all of eight. His elder brother, father and grandfather are all conventional terracotta potters. Day after day, whereas the ladies within the household put together the sand for every pot, Ghanshyam and crew lend it form and girth. When public exhibitions, which had been regular sources of earnings, got here to a sudden halt owing to the pandemic, Ghanshyam and his household had been hit by a stoop.However now, all the pieces from water pots to ornamental tea units that adorn his assortment are shipped throughout the globe thanks to a few 19-year-olds and their begin up, Rivaayat.All of it started with a social entrepreneurship undertaking that three mates needed to lead, as a part of their curriculum at Sri Ram Faculty of Commerce in Delhi. “Once we had been within the first yr, we got here throughout loads of artisans close to our faculty who used to promote pots on the highway. Later, in an article we learn extra about Kumar Colony in Uttam Nagar and tried to grasp the craft higher. There are about 600 potter households in Uttam Nagar and that’s the place we began,” says Tania Agarwal, one of many co-directors of Rivaayat, which kicked off as an initiative in November, 2019. Together with Tania, Rohan Kohli and Akshit Gupta lead the crew.After many surveys, visits and trials to grasp the artisans’ challenges, they determined to maneuver ahead with a platform that would bridge the hole between these potters and potential markets.

The crew first identifies crafts and artwork varieties which are struggling, then reaches out to clusters that practise these artwork varieties. “Typically, in India, artforms are practised in clusters. We go on on-ground surveys to those communities to establish and map their issues,” explains Rohan. He provides, “The fundamental framework we recognized was to create a direct market linkage, be it by way of web sites like Amazon or our personal web site. The subsequent step was to introduce them to logistics and good packaging.” Terracotta’s fragility makes packaging a significant part of a profitable enterprise mannequin. To this point, Rivaayat is working with 17 terracotta artisans in Haryana, Rajasthan and Delhi. Merchandise have been listed in over 20 on-line platforms, aside from their very own web site. The trio and its crew of 20 have now expanded to baskets woven utilizing water hyacinth. The little recognized craft makes use of water reeds that worsen water air pollution to make utility baskets. “By using a cluster of 35 ladies in Uttarakhand, and preserving in thoughts the environmental hazards the uncooked materials poses, we’re selling this artwork kind,” provides Tania. The works might be bought from

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