Breaking News and Creative Dignity Launches Artisan Direct Campaign in West Bengal


This 15-Day Campaign enables artisans from West Bengal to sell their products on the brand’s ecommerce platform 

Kolkata; October 13, 2020: – Jaypore, from the house of Aditya Birla Fashion and Retail Limited, has partnered with Creative Dignity to launch the Artisan Direct Campaign: West Bengal Edition. Artisan Direct is a 15-day campaign enabling artisans to reach customers digitally. The brand is offering its wide-reach and a pan-India customer base through its ecommerce platform to artisans from the state, giving them access to new markets and sustained livelihood opportunities.

Jaypore has partnered with Creative Dignity, a zero-margin voluntary platform, to provide relief to artisan community severely hit due to COVID-19 pandemic. The ‘Artisan Direct’ campaign of Creative Dignity will feature work of over two artisan clusters from West Bengal on Exclusive products such as madurkathi mats, handcrafted embossed leather bags and accessories are being showcased under this campaign. The campaign will be live until October 15, 2020, giving these artisans from the state a platform to sell their products to customers across the country. 

Creative Dignity and Jaypore will help the artisans boost their business further, by providing training in the field of ecommerce including templates for catalogue making, photography, pricing, and logistics management. These sales campaigns are being promoted by FICCI FLO at the national level. The brand will not only provide an online marketplace to these artisans for marketing their products but will also engage with them to train on making the products more attractive, appealing, and sellable across the ecommerce platforms. These training programs are backed by the volunteers from premier design institutes in India as well as designers and NGOs. Continuous training is being given to the artisans by expert volunteers in their villages, which usually has limited facilities.

Rashmi Shukla, Brand Head, Jaypore says, “Jaypore as a brand has always been vocal about local since its very inception. India’s rich crafts and craftsmen are at the heart and soul of our brand. We have always taken pride in providing a platform to the Crafts and Artisans community to showcase India’s exquisite craft heritage. The ongoing pandemic has posed a severe challenge of sustenance to craftsmen across the nation, endangering their talent and livelihood. To remedy this situation, we have partnered with Creative Dignity to support the craft community, by doing a non-profit engagement so that these artisans get the maximum benefits. This collaboration will help us stimulate the handicraft environment in the country and ultimately strengthen our collective national motto of ‘Make in India’.

The campaigns held for the artisans of Gujarat and Rajasthan were successfully conducted and have been of immense interest to Jaypore’s audience, the product being artisanal and completely in line with what our customers look for. We have showcased products like ajrakh printed sarees, zardosi artwork, lac jewelery, gemstone craft, and more. Through the campaign in West Bengal, we aim to benefit numerous skilled artisans from the state by providing them our platform without taking any incentives and enabling them to earn a sustainable livelihood”, Rashmi Shukla added.

Jaypore is an important partner of the Artisan Direct Campaign. The campaign enables artisans to become digitally aligned, while online partners voluntarily reduce margins to create attractive offers for consumers during the campaign slots. It becomes a win-win for all, as consumers shop with a benevolent hand to help the artisans and also end up getting a good price on their handcrafted special products.

Jaypore will be bringing a positive impact on about 250 artisans with this initiative over a period of time. The brand has tried to reach out to smaller enterprises, who lack their own supply chain backend; women-led enterprises and artisans, which had built-up inventory and those who were most vulnerable owing to their financial condition. Jaypore is planning to engage with these artisans on continuing basis even post the campaign and plans to extend support to the artisans across the country in the near future. 

All products of the artisans are available for purchase through the ‘Direct to Artisan’ page on 



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