Flipkart India partners with Himachal Pradesh’s handloom corporation

Indian e-commerce marketplace Flipkart has signed an MoU with Himachal Pradesh State Handicrafts & Handloom Corporation Limited (HPSHHCL), to bring the state’s local artisans, weavers, handicraft and handloom makers into the e-commerce fold. The partnership under the Flipkart Samarth initiative will provide business and trade inclusion opportunities to them.

The partnership will enable Himachal Pradesh’s master craftsmen, weavers and artisans to showcase their hallmark products and provide them with market access training and support, the company said in a media release.

Himachal Pradesh is known for its traditional crafts work such as Kullu/Kinnauri shawl weaving, carpet weaving, Chamba and suni embroidery amongst many others.

Kumad Singh, IAS, managing director, HPSHHCL said, “Himachal Pradesh is beaming with rich and diverse handlooms and handicrafts, spread across small pockets within the state. It has been our constant endeavour to revive these old traditional crafts and provide livelihood opportunities to the communities that manufacture and produce them. These craftsmen and weavers are not just showcasing the aesthetic genius in their work, but also bring forth technical competence – which has been passed on from generations. Through this partnership, we are excited about the benefits that e-commerce will bring to these communities in catering to a pan-India customer base.”

Rajneesh Kumar, chief corporate affairs officer, Flipkart Group said: “As a homegrown e-commerce company, we are proud to be able to give our country’s skilled local artisans, handloom weavers and craftsmen a pan-India platform where they can showcase their unique products. Flipkart Samarth seeks to break entry barriers for these under-served communities and will extend incubation support and benefits in the form of seamless onboarding, cataloguing, marketing, account management, business insights, and warehousing support. This will create avenues to increase business and trade inclusion opportunities for these very important segments of society and give a boost to Indian art and heritage.”

The Flipkart Samarth programme was launched in 2019 to build a sustainable and inclusive platform for under-served, domestic communities and businesses to empower them with greater opportunities and better livelihood. Flipkart Samarth is now able to support the livelihood of over 7,50,000 artisans, weavers, and craftsmen across India and is working towards bringing more such sellers to the platform.

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