Back to tradition

Mumbai store sells Indian handicrafts created by rural artisans and youth from violence-affected regions.Works towards conserving ancient arts.

It all started during a trip to Gadchiroli, a violence-affected area in Maharashtra a few years ago. Kiran Patil, an IIT Powai student at the time, was in the area for an entrepreneurship project and while mixing with the youth there, thought of doing something useful and helping them create and market their own products. That's how Villcart came about.

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“We see authentic rural and tribal handicrafts that are inexpensive. These handicrafts are created by rural artisans, some of whom are from violence-affected regions. They are either indigenous to the area or are a traditional craft or are environment-friendly or create social consciousness," says Kiran Patil, founder of Villcart. The first outlet that opened in Powai stores 900 products while the website offers 180 products from states like Maharashtra, Chhattisgarh, Gujarat, Kerala, Karnataka, Assam, West Bengal, Bihar and Pondicherry.

To identify artisans, Villcart employs scouts who head to various areas to identify the talent on offer. They've also identified manufacturers and NGOs who can aid them in this process. “The artisans quote their price. We don't argue with them. We give them what they want and fix our nominal margin over and above it,” says Patil, adding that they often reduce their own margins to ensure that customers return again.

For more info or to buy the products, log on to www.villcart.com