Initiative:

Support for the handicrafts sector

Beneficiaries:

Rural artisans in and around Haryana

The Challenge:

• Marketing was a major challenge for craftsmen
• Market access for handicrafts was limited mostly to rural areas
• Combating the ‘low demand, low output, low quality’ cycle

The Solution:

• NABARD sanctioned a project to support market interventions at the Surajkund International Crafts Mela, Haryana
• Rural artisans were provided with the opportunity to sell their products directly to urban clientele

The Impact:

• Artisans aware of the need for professional marketing skills
• Direct feedback from clientele which has improved product design and enhanced business
• Sales turnover of artisans participating in the Surajkund Mela in the range of R25 – R60 lakh each year