New Delhi, 17th September, 2024: As the festive season approaches, Kala Srishti, India’s largest immersive artisan hub, proudly launches its “Celebrate with Purpose” campaign, encouraging a shift towards meaningful and culturally significant celebrations. This initiative invites individuals to select gifts that not only highlight the beauty of Indian craftsmanship but also support artisan communities and preserve the nation’s rich heritage.

The Indian handicraft sector is a major employment driver for marginalized communities, particularly women, with approximately 3.8 million female artisans contributing to this vibrant industry. By embracing the “Celebrate with Purpose” campaign, consumers can engage in meaningful gifting that honors the dedication and artistry of these creators. Each handcrafted item embodies a story of tradition, sustainability, and cultural pride, ensuring that gifts carry a purpose beyond mere celebration.

This campaign shines a spotlight on artisans such as Tarun Kumar Singh and Sandeep Vishwakarma, whose remarkable journeys reflect Kala Srishti’s mission. Tarun Kumar Singh, a fourth-generation artisan from Varanasi, is renowned for his exquisite Gulabi Meenakari art. His creations, including silver Kundan pieces, delicate Chand Balis, and intricate Jhumkas, have earned national acclaim and international recognition. Tarun’s commitment extends beyond his craft as he trains 15 women artisans in his workshop, fostering the continuation of this traditional art form.

Similarly, Sandeep Vishwakarma has transitioned from a corporate career to his family’s artisanal legacy in Varanasi. Drawing inspiration from his grandfather’s craftsmanship, Sandeep creates intricate wooden idols and showpieces, blending traditional techniques with contemporary design. His multilingual abilities and dedication to preserving India’s cultural heritage facilitate global appreciation and connection.

Kala Srishti, a VOSMOS initiative, serves as more than a marketplace; it is a platform dedicated to the preservation and promotion of India’s diverse craft traditions. Through this virtual hub, artisans gain access to global markets, enabling them to showcase their skills and receive fair compensation. The integration of fair-trade practices and advanced technology empowers artisans, ensuring their creations remain authentic and sustainable.

Meenakshi Mehta, Director- Communications of Vosmos, emphasizes the significance of the campaign, stating, “The ‘Celebrate with Purpose’ campaign is an opportunity to transform how we approach gifting. By supporting artisans through conscious choices, we are not only preserving India’s rich cultural heritage but also fostering a sustainable future for the artisans. Our goal is to bridge the gap between traditional craftsmanship and modern consumer needs, creating a meaningful impact on both.”

This festive season, the “Celebrate with Purpose” campaign invites everyone to choose handcrafted gifts that celebrate India’s artisans, sustain their livelihoods, and uphold the country’s cultural heritage. By selecting these meaningful gifts, each festive occasion becomes a celebration of craftsmanship, purpose, and conscious giving.