Case Studies

sectors > Off Farm Sector
From Artisans to Entrepreneurs
HARYANA

THE INITIATIVE

  • Support for the handicrafts sector

THE BENEFICIARIES

  • Rural artisans in and around Haryana

THE CHALLENGE

  • Marketing was a major challenge for craftsmen
  • Market access for handicrafts was limited mostly to rural areas
  • Combating the ‘low demand, low output, low quality’ cycle

THE SOLUTION

  • NABARD sanctioned a project to support market interventions at the Surajkund International Crafts Mela, Haryana
  • Rural artisans were provided with the opportunity to sell their products directly to urban clientele

THE IMPACT

  • Artisans aware of the need for professional marketing skills
  • Direct feedback from clientele which has improved product design and enhanced business
  • Sales turnover of artisans participating in the Surajkund Mela in the range of Rs 25 - Rs 60 lakh each year