Design has always been a motivating factor in my life — colours, crafts, and art have fascinated me since before I can remember. This passion is reflected in every facet of what I do.
After pursuing my post-graduate education at NIFT, Delhi, I worked for 15 years in the apparel industry, with clients across the globe. But somewhere amidst this, I felt the need to introspect. I wanted to do something more; something that would elevate my passion for art while making meaningful change at grassroots. So I resolved to build something of my own from scratch — a venture that would make an impact in other people’s (especially women’s) lives.
Stepping out into the field of entrepreneurship, I co-founded Craft Maestros in 2018 to make the finest handicraft and handloom products available to art enthusiasts around the world. The challenges and rewards have both been plentiful, and our enterprise soldiers forth to ensure both livelihoods and art forms are maintained. The handicrafts sector landscape is sparsely organised, and garnering the trust of our artisans has been a slow process. I personally visit the towns and villages of master artisans across the country to get a taste of their work and to earn their faith — because the people we work with are at the heart of what we do. So far, we have brought over 50 Nationally-Awarded Master Artisans on board with us. These maestros work tirelessly, keeping alive centuries-old traditions. The resulting curation of products is a testament to this vibrant cultural heritage of India.
Working with traditionally male-dominated artisanal setups, I am aware that a delicate balance must be struck to encourage women to take up the arts. During my visits, I interact with the artisans’ families, facilitating open conversations and discussions. I get an unparalleled sense of satisfaction when some of the women are motivated by my words and join their male family members in cultivating the art form.
Bridging the digital divide is a necessary component of increasing women’s participation in crafts. We have created a training model for women to access mobile technology — to facilitate their involvement in family enterprises while increasing their access to digital tools. Our long-term plan includes the creation of Centers of Excellence for different crafts. I hope to involve thousands of women artisans in this endeavour; to consolidate the knowledge and heritage behind each art form, and also create skilled resources to continue these traditions.
Art represents self-expression, creativity, and passion; but on a fundamental level, it also represents autonomy and agency for its creator. I am deeply committed to encouraging women to take up handicrafts for precisely these reasons. It is my firm belief that having more women artisans involved in our enterprise can change the landscape of the arts we nurture. It can contribute not only towards the growth of the industry but also towards a culture shift — one that empowers and sustains women for generations to come.