Zepto collaborates with artisans for handcrafted Diwali products and has announced its collaboration with over 500 local artisans to promote handcrafted Diwali products, including traditional diyas (earthen lamps). This initiative underscores Zepto’s commitment to uplifting local craftsmanship while enhancing the festive spirit of Diwali. The partnership aims to provide consumers with authentic, locally-made alternatives, aligning with the growing demand for Indian goods during the festive season.
Supporting local artisans: The heart of Zepto’s initiative
Zepto’s collaboration highlights its efforts to empower local artisans, particularly the Prajapati clan, a community of potters (Kumhars). With a focus on supporting their livelihoods, especially during festive times like Diwali, Zepto is making a meaningful impact. Chief Executive Officer Aadit Palicha shared insights on this initiative through a video on LinkedIn, showcasing the artisans’ craftsmanship and dedication to their work.
In the video, local artisan Pradeep Kumar expressed concerns about the influence of Chinese goods during the Diwali season. He noted, “This time, Zepto has helped us by selling a significant portion of our diyas,” illustrating the importance of this collaboration for sustaining local traditions and craftsmanship.
Promoting handcrafted products amid global tensions
Zepto’s initiative aligns with the growing sentiment to support local products amid ongoing tensions with China. Since the Galwan Valley clash in 2020, there has been a significant push among consumers to boycott Chinese goods in favor of locally made products. Although recent diplomatic efforts have diffused tensions, the preference for supporting local artisans is expected to continue.
“We genuinely believe in empowering local entrepreneurship at Zepto,” Pachalia emphasized, recognizing the artisans’ vital role in keeping traditional craftsmanship alive. This commitment not only boosts the local economy but also fosters a sense of pride in Indian craftsmanship.
Zepto’s initiative of Balancing tradition and innovation
While Zepto and other e-commerce platforms like Zomato-owned Blinkit have been criticized for disrupting traditional kirana (local grocery) stores, their initiatives to promote local artisans offer a silver lining. Union Minister Piyush Goyal has called for a careful analysis of the effects of e-commerce on traditional businesses, advocating for greater integration of kirana stores into online platforms.
As Zepto continues to promote local products, it addresses both the need for modern convenience and the preservation of cultural heritage. By collaborating with local artisans, Zepto not only enriches the Diwali experience but also paves the way for a sustainable and empowered local economy.
Zepto’s collaboration with local artisans to promote handcrafted Diwali products highlights a crucial shift towards supporting local economies. By prioritizing locally made goods, Zepto not only enhances the festive spirit of Diwali but also empowers artisans to thrive in a competitive market.
