In the Company of Craft

My journey through India’s heritage, artisanship, and storytelling

In 2020, as the world ground to a halt, I found myself grappling with the shifting realities like many others. Amidst this uncertainty, I was drawn into a unique journey with Artisaga, a nonprofit dedicated to supporting artisans in India, particularly during the tumultuous times of the pandemic. Artisaga aimed to bypass middlemen, enabling artisans to directly sell their crafts online.

My role? A storyteller. I delved into the lives and talents of over 15 artisans nationwide via Zoom interviews, forging connections and understanding their passions and hardships. These conversations unveiled deep ties to heritage, spanning generations.

Yet, beyond pandemic woes, artisans voiced concerns about legacy preservation, industry domination by conglomerates, and job insecurity. Through these encounters, I developed profound bonds, witnessing their resilience in navigating mental and emotional challenges.

During the pandemic, when artisan livelihoods were under acute threat, I joined Artisaga as Head of Content to build the brand’s voice from scratch. Speaking directly with craftspeople across India, I wove their stories of inheritance and struggle into blogs, product copy, and homepage narratives. This work gave visibility to endangered craft practices at a time of vulnerability, laying the foundation for a brand identity that connected e-commerce with cultural survival.

Artisaga: Storytelling for Craft in a Time of Crisis (2020)

I also had the honour of being selected as a member of a global co-creation project led by Pearl Academy and Manchester Fashion Institute, in collaboration with Indian craftsmen. Our goal was improve the livelihoods of highly skilled craftswomen in Gujarat by introducing them to modern marketing methods. Due to COVID-19 challenges, they struggled to sell their products. My role involved promoting their creations through photography, digital marketing, and brand development, aiming to increase their visibility and sales.

Project Outline

My journey with artisans began much earlier at Delhi's National Crafts Museum, which feels like a second home. It started during high school when I applied for Itihaas' Summer Internship Programme, aimed at promoting Indian heritage. At 16, offered a chance to intern at prestigious historical museums, the National Crafts Museum drew me in.

There's a serene aura at the museum's entrance, but it's the artisans within who truly bring it to life. During my internship, I interacted with artisans from across India, each sharing their creations with heartfelt stories connecting to Indian mythology. Even after my internship, I made it a yearly tradition to visit as they welcomed new artisans monthly. Eventually, I collaborated with some for my college graduation project.

At Homegrown, I profiled craft revivalists, slow fashion practitioners, and cultural changemakers, producing editorial features that situated heritage practices within wider cultural and design conversations. (2022-23)