Reinventing sustainable art in a contemporary style


10/19/2021 12:39 PM IS

Mumbai (Maharashtra) [India]October 19th (ANI / PNN): Guddee, a nonprofit that works with artisans across India to revitalize the craft and generate sustainable income for the artisans, announced its Diwali campaign from October 18, 2021 through December 3, 2020. November 2021.
This Diwali campaign aims to create awareness and consideration among consumers in India to opt for authentic handicrafts directly from the artisans instead of machine-made products. India is the second largest sector of employment in craft and hand weaving with 7 million official artisans, but these sectors have been badly affected due to Covid.
That is why Guddee is running a Diwali campaign to support the artisans. We must all try to buy crafts and handlooms to help them revive and make a living. This campaign is a small effort by the brand to support this ancient Indian art form that must not fade.
Guddee, a young and vibrant craft organization, was founded in June 2021. The aim of the foundation was to concentrate on the preservation of both traditional art and the livelihood of the craftsmen. The founder, Haritha Singh, always had an eye for creativity and stayed in contact with artisans from different regions of the country during her travels and smaller assignments. She had worked with various artisans in urban, semi-urban and rural areas for nearly four years. In the early days of the pandemic, many craftsmen contacted them to give them jobs and help them earn a living, and that’s how Guddee was born earlier this year.
Under the direction of Haritha, artisans create unique, exclusive and versatile handicrafts with a contemporary design that fit the modern home. The focus is on generating exclusively customizable handicrafts / handlooms off the shelf. The product categories they offer are gift items, decoration and lifestyle.
Some products such as tealight holders from the 3-in-1 Chisel collection, tealight holders made of artificial leather as well as wall decorations and brooches are the most important highlights of the Diwali campaign. The organization recently started working with generations of artisan families from Channapatna, Andhra Pradesh, Saharanpur, Jaipur and Kutch.
Commenting on the Diwali campaign, Haritha Singh, founder of Guddee said, “I have always been enchanted by traditional crafts and my connections with the artisans of Pan-India have led me to focus on both the traditional arts and the artisans’ livelihoods to obtain. But through Guddee, I wanted customers to experience conventional craft in a modern way, so we’re creating new designs and products that are versatile. The team is working to create variations in a single design and the possibility of customization. We work more collaboratively where we plan to bring hobbyists and designers on board to make unique handicrafts. The goal is to create a community that will buy, design, contribute, and literally create a string revival plan for needlework and handlooms.

She added, “Guddee doesn’t use the drop shipping model. Every product that we list or manufacture with our craftsman is quality checked by our design house. Craftsmen love to develop new designs and products as this opens the horizons of their creative minds. We want customers to have crafts that appeal to them and fit the key quality, functionality and affordability matrix of this Diwali campaign. My goal is to reach at least five artisan families in each traditional art form and make them part of Guddee’s ever-growing family. “
To date, over 35 families of craftsmen have been actively working for the organization. At the same time, the brand is bringing in more from different parts of the country to expand this family.
In the years to come, we aim to build strong marketing alliances and strategies to increase online and corporate sales and make the entire process a cycle of constant growth for the brand, the craftsmen and their families, and our satisfied customer base. We currently have a platform ability to choose colors and designs in a product by having variations of the same which increases the customization options. Every product is quality checked and has a simple right of return.
To shed further light on the Diwali campaign, famous TV stars such as Jaya Bhattacharya, Rushad Rana, Jyoti Gauba and many more have expressed their keen interest in supporting the campaign and join in to use the word ‘yeh Diwali’ Guddee’ness wali, apno. to spread se tohfa Karigari Wali. ‘
So buy your very own handicrafts this Diwali and make your home bright and your artisan’s life brighter!
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This story is provided by PNN. ANI assumes no responsibility for the content of this article. (ANI / PNN)

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