India is rich in cultural heritage, and its artisans carry a legacy of craftsmanship and stories that often remain undisclosed in the mainstream market. As someone who deeply values this heritage, my decision to work with artisans is not just professional; it’s personal, intentional, and purpose-driven.

So begins my list:

1. To Understand Their Art and Its Process

India is home to a wide variety of crafts, with each region and state offering its own distinctive art forms. What makes Indian craftsmanship truly remarkable is that no two states share the same tradition—each has its own techniques, motifs, and cultural essence. Yet, many of these crafts remain unknown to the larger public. Even when people are aware of them, they often don’t know how to embrace or incorporate these beautiful traditions into their everyday wardrobes.

That’s why I feel it’s important to understand how something is made before starting any kind of business with artisans. The process is just as important as the final product. When you see the kind of patience and skill that goes into each hand-tied knot or every dye-dipped motif, you automatically develop a deep respect for both the artisan and their craft. This kind of understanding, I believe, is the base for any meaningful and honest collaboration.

2. To Build Trust and Relationships

Trust doesn’t happen overnight—it takes time, regular interaction, and consistency. I believe in connecting with artisans not just as suppliers, but as partners in a shared journey. When they feel respected, heard, and treated fairly, they naturally give their best to the work. And that mutual respect always shows in the final product.

3. To Learn About Their Problems

Every artisan group faces its own challenges—like market fluctuations, unfair pricing, low demand, or lack of exposure to changing technology. Unless we spend time with them, understand their situation, and listen with empathy, we can’t really offer any meaningful support.

4. To Provide Market Linkages and Better Earning Opportunities

One of the biggest challenges artisans face isn’t their skill—they have that in abundance. The real problem is the lack of access to the right market. Many of them don’t have regular buyers or don’t get a fair price for their work. My aim is to bridge this gap by building strong linkages—connecting them directly to customers, boutiques, and conscious buyers who truly value their craft.

5. To Offer Exposure That Helps Upgrade Their Craft

Many artisans are eager to upgrade their craft, but they often lack exposure to changing market preferences, new design trends, or modern tools. I see it as my responsibility, and I try my best to bring this exposure to them—whether through workshops, technical training, collaborative projects, or even simple, regular conversations while working closely with them.

In Conclusion

Working with artisans is not a quick route to profits—it takes patience, understanding, and a sense of purpose. For me, it’s never just about making or selling products. It’s about building stories together, preserving our heritage, and supporting communities in a way that’s real and meaningful.

If you believe in mindful and conscious business, I invite you to be a part of this journey—not just as a customer, but as someone who values the effort, skill, and honesty that goes into every handmade piece.