HeartforArt Trust

The artisans in and around Puducherry and Tamil Nadu belong to some of the finest art and craft traditions of South India.

India’s diverse folk art traditions are more than just an important part of our culture. They are a link to India’s past and traditions, and several organisations, individuals, and initiatives are working to preserve them in recognition of their role.

The ‘Make in India’ programme is an ambitious nation-building initiative to encourage more multinational and overseas companies to invest in manufacturing in India. However, there are several small and large arts & crafts setups in India that will also benefit from the support of this movement.

India has a rich history and heritage of arts & crafts from different regions, and a growing tourism industry. Combining the two can provide a unique opportunity to help empower livelihoods in parts of rural India while giving India’s crafts heritage the visibility it deserves.

As more and more Indian corporations and businesses grow and expand, the culture of corporate gifting is also seeing increased adoption. Through a simple decision to buy handcrafted products, corporate houses can turn this gifting culture into income and employment opportunities for rural Indian artisans.

Many traditional Indian arts and crafts have been lost due to lack of support for the artisans. Now, a family from a small village in Kutch is trying to keep the rapidly dying handicraft of Khavda Pottery alive, despite a lack of external support.

India has a long and unique history of art, with several indigenous crafts and practices passed down across generations of artisan communities. It is time modern industry helped these artisans claim their rightful share of the global market.