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Page 70 - HAND EMBROIDERY ARTISAN_TT
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    Craft fairs, art galleries, or international trade expos  3  Wider reach through online platforms
           Personal contacts and custom orders                  Social media (Instagram, WhatsApp Business, Facebook)

           Advantages of direct marketing for sozni artisans    allows artisans to reach global buyers.
           1  Better earnings for artisans                      Platforms like Etsy, Okhai, Gaatha, and Itokri support
                                                                direct-to-consumer craft selling.
           No middlemen mean artisans keep a larger share of
           profits.                                             4  Control over branding and presentation
                                                                Artisans can decide how their work is displayed, priced,
           They can price fairly for the time and effort Sozni requires.
                                                                and marketed.
           Helps sustain their livelihood and attract younger artisans   They can share behind-the-scenes processes, which
           to the craft.
                                                                adds value to handmade products.
           2  Stronger connection with buyers
                                                                5  Market feedback and growth
           Buyers understand the story, technique, and culture   Direct feedback helps artisans:
           behind Sozni embroidery.

           Artisans can customize designs or colors based on client   Understand buyer preferences
           preferences.                                         Improve quality and design innovation
           Builds trust and appreciation for the craft.         Scale smartly based on demand
           Artisans problems and solutions

           Objectives: At the end of this lesson you shall be able to
           •  know the problems and their solutions.

           Basic problems faced by artisans & practical         Solutions
           solutions                                            Set up raw material banks or government-run stores for
           1  Low or unstable income                            fair pricing.
           Problem                                              Bulk purchasing through cooperatives to reduce costs.
            Artisans often earn less than fair value for the time and   Promote natural, local alternatives where possible (like
           effort they put into their work, especially when middlemen   local Pashmina, vegetable dyes).
           dominate the supply chain.
           Solutions                                            4  Lack of skill upgradation or innovation
           Promote direct marketing and fair trade models.      Problem
           Provide minimum support price (MSP) or government    Many artisans haven’t had access to modern design
           procurement through Khadi Board or Handicrafts       trends or new techniques, leading to reduced appeal in
           Departments.                                         the market.
           Create artisan cooperatives or SHGs (Self-Help Groups)   Solutions
           for better bargaining power.                         Conduct design development workshops with NIFT, NID,
           2  Lack of market access                             or craft councils.

           Problem                                              Partner with young designers to co-create contemporary
           Artisans,  especially  in  rural  areas,  struggle  to  reach   products.
           customers both locally and globally.                 Provide digital design training (for packaging, branding,
           Solutions                                            etc.)
           Support artisan access to e-commerce platforms (like   5  No formal recognition or certification
           Etsy, Amazon Karigar, Okhai).                        Problem
           Organize craft fairs, exhibitions, and international trade
           shows.                                               Without artisan ID cards, GI tags, or skill certification,
                                                                artisans miss government benefits or cannot prove their
           Provide training in digital literacy (WhatsApp business,   skill level.
           Instagram, product photography).                     Solutions
           3  Poor access to quality raw materials
           Problem                                              Register artisans with the Ministry of Textiles for official
                                                                recognition.
           Artisans  often  get  low-quality  or  overpriced  threads,
           fabrics, dyes, and tools.                            Promote GI-tagging (Geographical Indication) awareness
                                                                for crafts like Sozni, Pashmina, Kani.

           60                H & C: Hand Embroidery Artisan : (NSQF - 2024) R.T. Ex.No 1.9.52-58

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