Provides regular employment and livelihood to rural artisans and farmers who are engaged in traditional crafts. It bridges the gap between customer an Read mored artisan by marketing handmade products through exhibitions and online channels. Involves artisans in all stages of the production- from sourcing material and weaving and dyeing fabrics, developing the products to checking the quality of the final product. It functions in the form of a community owned company and ensures active participation and representation of members in Annual General Meetings, company board and council. 70 percent of artisans are women. The flow of money and work generated through their products has established them as independent members of their families, earning them a greater say in household matters. Many of these women are now heading their groups and also acting as inspiration to other women to follow suit. The artisans are promoted and sent for various workshops. The organization has been able to reach out global customer base. The aim is to empower rural artisans through necessary tools, skills and equipment for improving their craftsmanship and generating a sustained livelihood. The marketing activities emphasize on fair trade and creating awareness about India's local craft.