IndianRoots.com becomes the first and the only online partner of Craftroots – an NGO run by Anar Patel who has been championing the cause of artisans for over two decades. Craftroots’ objective is to strengthen artisans and their crafts tradition by providing them design inputs, fair wages and a marketing platform as well as educating the market about these crafts. IndianRoots with its wide reach among Indian and NRI patrons will act as an enabler to highlight and promote the goods by the forgotten artisans of Gujarat. Earlier this month, IndianRoots launched a tie-up with Banka Silk from Bihar and now this second iconic association of the month reinforces IndianRoots’ diligent work towards helping artisans earn fair wages by cutting out middlemen from the supply chain.
“I began working with the craftsmen of Gujarat about 20 years ago,” says Anar Patel, Founder of Craftroots. “In my experience, there is always a need for a platform to promote, value and acknowledge their talent, thus enabling them to get a steady source of income. At Craftroots, we wanted to take the e-commerce route as one can reach a wider audience with just a click. IndianRoots was the natural choice as they are committed to work towards uplifting and highlighting the artisans of India.”
“Consumers are gradually opening up to the idea of using Indian products in their daily lives. But procurement of genuine artisan products and awareness of genuine sources is not easy in India,” adds Rahul Narvekar, CEO, NDTV Ethnic Retail (IndianRoots.com). “Through our partnership with Craftroots, we will be able to help more than 500 women to become financially secure. In our quest to bridge the gap between Indian products and Indians and NRIs, we will continue to tie up with the artisans and NGOs from various states in the months ahead.”