Fabindia collaborates with MoMSME to promote the works of traditional artisans in India
13 September 2024, Mumbai
India’s leading lifestyle brand, Fabindia has collaborated with the Ministry of Micro, Small, and Medium Enterprises (MoMSME) to uplift traditional artisans including potters, carpenters, weavers, blacksmiths, tailors and other skilled craftsmen.
Launched under the Government of India’s PM Vishwakarma Scheme, introduced on Sep 17, 2023, this partnership will promote the products of these artisans besides expanding their presence in the retail market across the country.
Initiated by the Indian government, the PM Vishwakarma Schemeem powers artisans through skill development, financial support and enhanced marketing efforts. Through this collaboration, Fabindia aims to boost the marketing capabilities of the artisans registered under this scheme, offering them a platform to showcase their craftsmanship to a wider audience, thereby improving their livelihood prospects.
As part of this collaboration, Fabindia will integrate the products crafted by these artisans into its extensive retail network, both online and in physical stores, thus giving them access to a larger customer base. The brand will also provide training and development programs to help these artisans refine their skills, adapt to modern design techniques, and incorporate technology to make their products more marketable and appealing.
Fabindia will promote these handcrafted items through its vast marketing channels, ensuring greater visibility for traditional Indian crafts. This initiative not only seeks to preserve the cultural heritage of India but also promote sustainable livelihoods by creating meaningful economic opportunities for craftsmen.
Dedicated to preserving and promoting Indian craftsmanship, this initiative will equip artisans with the necessary tools, training, and platforms to thrive in today’s marketplace. The collaboration will not only empower artisans but also ensure their crafts gain the recognition and market access they truly deserve, say MoMSME and Fabindia.
