IndianRoots.com, an online marketplace for Indian fashion, becomes the first and the only online partner of Craftroots - an NGO run by Anar Patel who has been championing the cause of Artisans for over two decades.
IndianRoots.com, an online marketplace for Indian fashion, becomes the first and the only online partner of Craftroots – an NGO run by Anar Patel who has been championing the cause of Artisans for over two decades. Craftroots’ objective is to strengthen artisans and their crafts tradition by providing them design inputs, fair wages and a marketing platform as well as educating the market about these crafts. IndianRoots with its wide reach among Indian and NRI patrons will act as an enabler to highlight and promote the goods by the forgotten artisans of Gujarat.
Earlier this month, IndianRoots launched a tie-up with Banka Silk from Bihar and now this second iconic association of the month reinforces IndianRoots’ diligent work towards elevating the forgotten gems of the Indian heritage and helping these artisans earn fair wages by cutting out middlemen from the supply chain. With a steady flow of traffic from over 150 countries, IndianRoots is a valuedchoice of partner to help Craftroots reach its potential customer base in India and abroad.
Anar Patel, Founder of Craftroots, says, “I started working with the craftsmen of Gujarat, at almost the start of my professional career, around twenty years ago. In my experience from very closely with artisans, there is always a need a market platform to promote, value and acknowledge their talent, thus enabling them to get a steady source of income. We at Craftroots, wanted to take the e-commerce route as one can reach a wider audience with just a click. IndianRoots was the natural choice as they are committed to work towards uplifting and highlighting the artisans of India. With the portal’s wide audience base, the products by artisans of Craftroots will surely gain acceptance and prominence in the market.”
Rahul Narvekar, CEO, NDTV Ethnic Retail (IndianRoots.com) says, “Consumers are gradually opening up to the idea of using Indian products in their daily lives. But procurement of genuine artisan products and awareness of genuine sources is not easy in India. IndianRoots offers a platform connecting these grassroots level organizations with our customers across India and worldwide. What gives me great pleasure is that through our partnership with Craftroots we will be able to help more than 500 women to become financially secure. In our quest to bridge the gap between Indian products and Indians and NRIs, we will continue to tie up with the artisans and NGOs from various states in the months ahead.”
ShyattoRaha, Executive Director, NDTV Ethnic Retail (IndianRoots.com) says, “The coming together of Craftroots and IndianRoots is ultimately a story of the coming of age of Indian craftsmanship. Driving home the beauty of these art forms and giving them their rightful place in front of global customers is what IndianRoots has been doing for the past 2 years. I welcome Craftroots to the IndianRoots marketplace; this partnership will be a celebration of the Indian heritage, and 'roots' that both companies are proud of.”
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