Reviving art: Chanderi weavers go global with e-commerce

  • Hindustan Times, New Delhi
  • Updated: Sep 09, 2014 16:48 IST

Digital Empowerment recently partnered with Paytm, India's leading mobile commerce platform to empower self-help groups and micro-enterprises across diverse clusters like textile, weaving and handicrafts.

The objective of the association is to provide traditional skills and artisans across the country with a digital platform and a means to monetize their skill sets.

Osama Manzar, spokesperson of Digital Empowerment Foundation (DEF) said, "We are really excited about the association. The idea is to bring the global e-commerce opportunity to the traditional skill based clusters and enable their products go global market place. Together with Paytm, DEF plans to bring forth this opportunity to more than 2000 clusters digital opportunity and livelihood on their doorsteps."

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As a first step to this partnership, the Chanderi weavers of Madhya Pradesh are selling their brilliant products on Paytm, providing a much broader reach to their superior craftsmanship.

The mobile marketplace is well-positioned to facilitate global exposure for the weaves that embody richness of design patterns evolved through many centuries. There are several eager customers across the globe that seek ready access to the stellar productions of the Indian weavers but are unable to connect with them. There won't be a third-party intervention.

Vijay Shekhar Sharma, CEO Paytm, said, "At Paytm, we have been consistently promoting ethnic apparel, handlooms and Indian handicrafts. We see ourselves playing a very prominent role in the promotion of beautiful Indian artistic productions across metros as well as in the international market."

The Chanderi weavers have been helped to come on board through Chanderiyaan, a platform for weavers that serves to meet the demand and supply chain for their unique products.

Chanderiyaan is managed by a network of weavers' self-help groups through a common platform- Chanderi Weavers Resource Integrated Information Resource Centre set up by Digital Empowerment Foundation in early 2009.

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