Fabindia has announced a new partnership with the Ministry of Micro, Small, and Medium Enterprises (MoMSME) to support traditional artisans across India. This collaboration is part of the PM Vishwakarma Scheme, an initiative launched by the Indian government to enhance the lives of skilled craftsmen.
The PM Vishwakarma Scheme aims to boost artisans’ livelihoods through financial support, skill development, and marketing assistance. By joining forces with Fabindia, a prominent retailer known for its handcrafted Indian products, the scheme looks to bring these artisans into the mainstream economy.
The partnership will focus on various artisans, including potters, weavers, goldsmiths, blacksmiths, carpenters, and other skilled professionals like doll makers, tailors, and garland creators. Fabindia will use its expertise in branding, marketing, and product design to help these artisans reach a larger audience and enhance the appeal of their products.
One key aspect of the collaboration is market integration. Fabindia plans to feature artisan-made products in its extensive retail network, both online and in its stores. This exposure will help artisans sell their goods to a broader national and potentially international market.
The initiative also includes skill development programs aimed at upgrading artisans’ craftsmanship. Fabindia will introduce modern design elements and technology to help artisans meet evolving consumer preferences, blending traditional techniques with contemporary trends.
Branding and promotion are central to this effort. Fabindia will leverage its marketing channels to promote products created under the PM Vishwakarma Scheme, ensuring these unique crafts gain greater visibility. This promotion will occur across physical stores and digital platforms, expanding artisans’ reach.
The partnership also emphasizes sustainability and the preservation of cultural heritage. By promoting traditional crafts and supporting artisans, Fabindia and MoMSME aim to protect India’s rich cultural legacy while helping artisans thrive in a competitive market.
In a joint statement, Fabindia and MoMSME expressed their commitment to preserving Indian craftsmanship and providing artisans with the necessary tools, training, and opportunities to succeed. This collaboration is expected to make a lasting impact by improving market access and recognizing the valuable work of traditional artisans.
