Mumbai: Lifestyle brand – Fabindia has announced its strategic collaboration with the ministry of micro, small, and medium enterprises (MoMSME) under the central government’s PM Vishwakarma Scheme, which was launched on 17 September 2023. This initiative is aimed at supporting India’s traditional artisans, including potters, carpenters, boat makers, weavers, armourers, blacksmiths, masons, goldsmiths, locksmiths, sculptors, stone breakers, hammer and tool kit makers, cobblers, shoesmiths, tailors, doll and toy makers, barbers, garland makers, and other skilled craftsmen, by promoting their products and expanding their market reach.
The PM Vishwakarma Scheme, a visionary program initiated by the Government of India, seeks to empower traditional artisans across the country by providing them with financial support, skill development, and marketing assistance. The collaboration between Fabindia and MoMSME is focused on enhancing the marketing development activities of artisans registered under the PM Vishwakarma scheme, enabling them to showcase their craftsmanship to a wider audience and boost their livelihoods.
Key objectives of the collaboration:
. Market integration: Fabindia will integrate artisan-made products into its retail network, offering them a platform to showcase and sell their goods across markets.
. Capacity building: Through training and skill development programs, Fabindia will assist artisans in honing their craftsmanship while incorporating modern design trends and technology to increase the commercial appeal of their products.
. Branding & promotion: Fabindia, with its robust marketing channels, will actively promote the products created by these artisans both online and offline, ensuring greater visibility and demand for authentic, handmade Indian crafts.
. Sustainability and preservation of traditional crafts: The partnership reflects the brand’s ongoing commitment to preservation and fostering a deep appreciation for India’s rich cultural heritage and its contribution towards artisans.
Commenting on the collaboration MoMSME and Fabindia Ltd said, “The initiative is committed to preserving and promoting Indian craftsmanship and artisans by providing them with the tools, training, and platform they need to thrive in the modern marketplace. With this collaboration we are sure that it will not only empower artisans but also ensure their crafts receive the recognition and market access they deserve.”
The partnership is expected to create a significant impact on the lives of artisans, helping them achieve market access and recognition for their work. Fabindia invites consumers and industry leaders to support this initiative by embracing products crafted by artisans and contributing to the growth of India’s artisanal heritage.
