Indian brands help handloom artisans, weavers recover from COVID-19

Indian artisans, weavers and handloom workers were already reeling from the effects of the COVID-19 pandemic last year, when the second wave hit the country to further exacerbate their problems. The unanticipated lockdowns brought high sense of insecurity amongst the weaver communities, while a lack of raw materials severely affected the overall production.

Amid production delays and order cancellations by major companies, various Indian brands joined forces with handloom workers and artisans to keep them afloat.

Indian online fashion brand Tjori worked closely with weaver teams and helped them by providing projects, selling products on its website, and providing insights and knowledge enhancements. On the other hand, Yes!poho, a social impact-based social commerce digital platform, worked to enhance the livelihood and socio-economic conditions of artisans through direct connection with clients and the use of technologies such as AR/VR and S-Commerce to develop trust and relationships.

“There is no denying that the whole scenario has only added to the pain of the local craftsmen and artisans. Wholesale buyers and businesses have shut down due to which payments have not been made. Weavers have lost wages and in the absence of raw materials and working capital, there is no certainty about when they can begin again. The colossal dip in economic activity, income cuts, reduced number of social gatherings and customer demand has made it difficult for them to stay afloat,” Mansi Gupta, founder & CEO of Tjori told Fibre2Fashion.

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