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