Artisans associated with vulnerable clusters now typically earn Rs 12,000–15,000 per month, with some more established clusters reporting higher figures, says Nidhi Pundir

India’s handicraft sector provides a livelihood to over 7 million people, with more than 56 per cent of the artisans being women. In FY25, India exported handicrafts worth Rs 15,000 crore, according to Statista. “We are trying to contribute a bit and give access to remote clusters on the global forum,” said Nidhi Pundir at a media roundtable in My e-Haat Conclave.

She claimed that the HCL programme has linked 5,000 artisans from 40 clusters to buyers through a curated e-commerce platform, generating a cumulative income of over Rs 5 crore since its formal launch in 2021.

She added that the organisation’s handicraft initiative is evolving into a structured digital marketplace aimed at improving market access for artisan clusters across India. According to Pundir, the Foundation’s work with rural and urban communities highlighted persistent gaps — particularly in market linkages, quality standards and design inputs — that restrict craft-based livelihoods.

The initiative attempts to address these through an e-commerce model where clusters are quality-certified before their products are listed. The platform’s upgraded version is being launched at the conclave. “Communities have skills, but access and quality assurance remain challenges,” Pundir said.

Clusters Represented From Across India
The conclave features clusters from multiple regions — including Pochampalli (Telangana), Banaras and Barabanki (Uttar Pradesh), Maheshwar (Madhya Pradesh), Koraput and Mayurbhanj (Odisha), Jaipur (Rajasthan), and parts of the Northeast.

Many of these clusters work in textiles, terracotta, brassware, blue pottery, bamboo crafts, block printing and indigenous art forms such as Madhubani and Patachitra. Pundir stated that the geographical spread is intentional, noting that the Foundation works with clusters beyond HCL’s operational locations.

Digital Tools and Authentication
With concerns around imitation and the dilution of traditional crafts, the Foundation has been exploring ways to incorporate digital tools and AI to support authentication, particularly for textiles that face duplication risks.

Pundir described the approach as selective and context-specific. “AI is used only where it helps preserve the integrity of the craft,” she said, emphasising that the sector remains largely driven by manual expertise.

Income Patterns And Support Structure
Asked about earnings, Pundir said artisans associated with vulnerable clusters now typically earn Rs 12,000–15,000 per month, with some more established clusters reporting higher figures.

The Foundation’s support includes forming SHGs or community-based organisations, assisting with registration, market access, business planning, financial linkages, and connecting artisans with government schemes such as social security and SHRAM cards.

The duration of engagement varies by cluster, depending on existing capacities and market exposure. Some clusters require extended support, particularly in remote regions, while others transition more quickly.