Innovation

Jharcraft has created a whole ecosystem where they support the whole value chain of producing and marketing including, providing the raw materials, training, design and marketing support. The training of the craftsmen and the artisans is undertaken in collaboration with designers from the top design institutes in India like National Institute of Fashion Technology and National Institute of Design. The locals are also paid a premium for their efforts and skills. For instance, previously the handloom artisans were paid $3 for a saree they wove in a day, but after the establishment of Jharcraft they are paid $12 for the same saree.

Mr Haque emphasizes "The initiative promotes artisans practicing handicrafts, handlooms & tassar silk production, woodcrafts, bamboo works, Dhokra art, Terracotta products, Lac Bangles, Cotton handloom, Applique work and Zardozi work. It is the only company in the whole world manufacturing organic Silk, thus contributing to the environment in its own manner. The artforms like Sohrai and Khowar that were on the verge of extinction were brought back to life by us and today have regained their popularity all over Jharkhand".

The organization has been awarded with the ‘Udyog Rattan and Company of Excellence Award’ from the Institute of Economics and have set ambitious goals for themselves like making Jharcraft a listed company and achieving a turnover of more than $25 Million.

Inspiration

When Jharkhand separated from Bihar in 2000, the dream was to have a state with opportunities for the tribal of the land to flourish. Jharcraft was a small step towards that dream which was a brain child of the then chief minister of Jharkhand. It was created with the sole purpose of providing employment to the tribal people and to promote the talent of the land.

Overall impact

Jharcraft is also involved in a lot of CSR activities, collaborating with corporates and providing them with a direction towards the path of women upliftment and employment generation. They have several MOUs with the corporates like Steel Aauthority of India Limited, National Thermal Power Corporation, Central Coalfields Limited, HDFC and Tata group, wherein they provide training programme to the tribal people of Jharkhand and they also give stipends and meals to the participants of the programme.

They are also collaborating with the central government initiative of Tribes India to cross sell merchandise coming from all the corners of India and promoting all the tribal art forms within India. Having a lot of success stories and testimonials from people who have been affected and have been befitted from the initiative and they are committed towards taking it forward.

Business benefit

The first outlet started in Ranchi and Jharcraft has since then grown throughout the country and now has outlets in almost all the major cities in India, in addition it exports the goods to countries like Turkey, Indonesia, U.K and the U.S.A.

Social and environmental benefit

This substantial increase in their wages has had a two-pronged effect, the lifestyle of the tribal artisans has improved substantially, and the future generation of the artisans is now more inclined towards conserving the art form, having seen the benefits of commercializing it. Jharcraft considers each artisan as a stakeholder in the company recognizing the human effort that goes behind a piece of art.

Interview

Mr Inamul Haque, Sr Manager Marketing