These represent the needlework illustrations subsequently incorporated into the ministry of textiles database, a portion of which unveiled a previously unseen form of stitching in relation to craftsmanship, methodology, and aesthetics. Our team's successful unearthing of these concealed artistic needlework forms and contribution to their conservation sparked a sense of immense pride.
DESIGN RESEARCH AND DOCUMENTATION
PROJECT
MY ROLE
OCT- DEC 2019
DURATION
3
MONTHS
/05
DESIGN RESEARCH
STRATEGY
LEADERSHIP
PHOTOGRAPHY
FIELD STUDY
DOCUMENTATION
PROBLEM SOLVING
DIGITALIZATION
TEAM MEMBERS
SAMBIT NAYAK
AKSHITA WADHWA
MUSKAN GUPTA
DOLLY SINGH
SNIGDHA BARUA
RITU SINGH
Craft Cluster brief
The National Institute of Fashion Technology, in active collaboration with the Ministry of Textiles, introduced a novel Craft Cluster Initiative Program. This initiative aims to offer students exposure to handloom and handicraft clusters, thereby fostering opportunities for creative innovation and experimentation.
During their fourth semester, students experience a unique chance to investigate the craft sector by visiting a craft region, examining the socio-economic and cultural context, interacting with craftsmen, and implementing follow-up actions through suitable design and technology upgrades. We were assigned to the Kutch district in Gujarat to explore its diverse handicrafts. We studied the craft, culture, and social environment, identifying opportunities within its handcraft sector. Working closely with artisans in Kutch's clusters, we engaged in activities such as observation, interviews, photography, and videography. NIFT's Craft Cluster initiative is designed to increase students' awareness of the craft sector's realities and impart insights into regional nuances, diversities, resources, and environments. Through this initiative, NIFT has successfully fostered widespread consciousness and sensitivity in integrating crafts into fashion and vice versa.
Kutch, Gujarat – Socioeconomic Investigation
Kutch, Gujarat, boasts a rich tapestry of crafts deeply intertwined with its socioeconomic fabric. Through extensive research, a comprehensive understanding emerges of the craftspersons' lives, their traditional practices, economic dependencies, and the role of crafts in community sustenance. The investigation reveals a vibrant ecosystem where cultural heritage merges with livelihoods, forming the bedrock of Kutch's identity.
User persona
The user persona approach in Kutch's craft documentation focuses on capturing the essence of diverse stakeholders - artisans, consumers, and enthusiasts. Understanding their needs, desires, and interactions with the crafts is pivotal. These personas serve as guiding archetypes, illuminating preferences, challenges, and aspirations, thereby shaping a user-centric narrative that resonates with various audience segments.
Exploring the craft process in Kutch unveils an intricate fusion of tradition and innovation. Documenting this involves detailing traditional techniques alongside modern adaptations, showcasing the evolution of craftsmanship.
I Started with Secondary research followed by Primary research and then understanding about the existing app interface .
Learning about the history and heritage of the craft.
Basic secondary research on the cluster area.
Documentation of socio-economics aspect of the cluster.
Documentation of the craft and noting down the detailed information.
Learning more about the artisans and their daily life.
SWOT analysis and identifying major pain points
Connecting artisans to nearby craft cluster centre under the ministry of textiles.
Make artisans leverage facebook marketplace for online sales and custom orders.
Craft Process
Digital awareness initiative
Artisan Demographics: 62% of artisans surveyed were between 25-45 years old, with 48% having completed secondary education.
Economic Impact: 38% of artisans reported a 20% increase in income over the past three years due to increased market access.
Consumer Insights: 72% of tourists visiting Kutch expressed interest in purchasing local crafts, citing authenticity and cultural value as primary reasons.
Cultural Significance: 89% of artisans felt that traditional crafting techniques were essential in preserving Kutch's cultural identity.
Technology Integration: 55% of artisans have started using modern tools to expedite certain processes while preserving traditional techniques.
Chandaben Shroff in 1969 journeyed to Kutch to aid drought re-
liefs. There she discovered all the different embroideries Kutch has to offer.
She gave 30 women from different communities 30 sarees to use it as their
canvas and adorn them with embroideries. All these pieces were sold at an
exhibition in Mumbai, where it was a huge hit. This gave birth to Shrujan
trust.
Shrujan was the first NGO in the region to recognise the communities’
skills and gave them a global platform to showcase it.
The Living and Learning Design Centre or LLDC was founded by Shru-
jan in 2016. It is a unique museum to promote the crafts of Kutch. While
Shrujan is a platform for the artisans to earn a livelihood, LLDC has a
bigger motive that is to ‘ Preserve and revive the craft culture and tradition
of the Kutch region. It’s one of a kind artisan dedicated multiple crafts
education and resource centre.
As part of a 6-member craft cluster team from NIFT Delhi, I had the opportunity to travel to the remote regions of Kutch and empower local artisans with the knowledge of Facebook Marketplace. We recognized the potential of this platform to connect them directly with a wider audience and expand their reach. Through workshops and individual sessions, we demystified the digital world for these skilled individuals, guiding them through the process of creating accounts, listing their unique handcrafted products, and engaging with potential customers. Witnessing their initial apprehension gradually transform into confident online sellers was incredibly rewarding. The joy in their eyes as they received their first orders and secured financial independence was a testament to the positive impact of our initiative. It was a humbling experience to be a part of their journey and contribute to unlocking new opportunities for these talented artisans.
As a craft cluster initiative, our role in Kutch yields multifaceted impacts. By preserving indigenous crafts, we empower local artisans, facilitating skill development and economic stability. Additionally, our collaborative efforts foster community cohesion, while our digital interventions amplify visibility, expanding market reach and ensuring the sustainability of these invaluable crafts for generations to come.
The impact of Our role as a craft clusture initiative
Key Findings
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