It is encouraging to witness how India’s artisans are stepping out of their comfort zones, leveraging the resources available to transform their art, learning new business practices, adopting the changing measures, and living a flourishing life.
India’s artisanal history is centuries old. But with passing time, and with the stepping in of contemporary modes of craft production, the demand for artisanal products got affected, and over time, these businesses got reduced to being informal self-employment or a side hustle. Ensuring sustenance of a business, be it a craft, service, or product production, encompasses multiple operations which demand certain competencies in the artisan/entrepreneur. It needs a balanced combination of skills, knowledge, and aptitude (mindset) to succeed. EDII trained artisans are testaments to how right competencies and step-matching with the changing times can move self-employment to a registered formal business.
Towards safeguarding and promoting the heritage and craft culture of India, among several initiatives targeted at empowering artisans, producer groups, and entrepreneurs, Geographical Indication (GI) recognition plays a critical role. A mark of authenticity and quality linked to a product’s place of origin, safeguarding heritage and promoting economic growth, GI acknowledgement provides artisans with the benefits of income enhancement, recognition and reputation, and market expansion.
In addition to extending training, skilling, and policy support, EDII has also proactively undertaken the mandate of facilitating GI registrations. The Institute is a knowledge and support hub for GI-related services, including awareness creation, application facilitation, producer group formation, legal support, and post-tagging handholding. EDII also houses the First Ever Regional Geographical Indication (GI) Facilitation Centre for Gujarat, supported by NABARD.
Recently, EDII organised a mega exhibition of GI-tagged products, with the support of NABARD and in association with the Gujarat Chamber of Commerce & Industries. The enthusiasm of 100 artisans of GI-tagged products and crafts was par excellence. They were openly voicing their opinions, engaging in B2B networking meets, and interacting with customers with immense curiosity. Digital reach, e-commerce, branding, market reach, linkages, pricing, etc., are not alien words for them anymore. They are actively unlocking new national and international markets and carrying forward India’s timeless traditions with dignity and pride. The smiles and confidence around the exhibition hall were sights to behold.
With ‘Make in India’ and ‘Vocal for Local’ getting noticeably unleashed, EDII continues to handhold the artisans in their journey of showcasing India through extraordinary crafts.
– Sunil Shukla