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Our Story

Road Trip Across India

Road Trip

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The story starts with a series of road journeys to some of the most remote rural outposts of India. We travelled in and with our faithful travel partner – the ambassador.

Across villages in North, West and South India, we met artisans, farmers, small entrepreneurs, cooperatives who worked tirelessly to earn a living despite odds and serious challenges. We were humbled by their talent, skills and resilience. It also convinced us that markets had failed our small producers, artisans, farmers and weavers. This journey marked the birth of Earthy Goods….and many more have joined us since!

Rest of IndiaThe ‘Rest of India’ Reality: Born and brought up in the city, most of us are unaware of life beyond our urban periphery. Nearly 12 million artisans and micro-entrepreneurs in India’s villages make handcrafted products to earn and support their families. Their livelihoods are under threat today. Distant and invisible to buyers and markets, they find themselves trapped in exploitative conditions as middlemen transact on their behalf and pay them inadequately. Our practicing artisans typically work individually and hence lack an organized identity, negotiating strength and resources to scale. This further compounds their inability to earn a fair and remunerative income from their unique skills. With farm-based jobs saturated, urban migration is their only unhappy recourse.

Bottom Up vs Trickle Down:  Very little of India’s 8% GDP growth has actually trickled down to its villages. Our cities cannot afford the large scale of urban migration that is already taking place.

The need of the hour is to demonstrate that India’s village based handcraft enterprises can be recharged as engines of employment and a source of a life of security and dignity for many rural families.

A Conscious new MarketA Conscious new Market: On a positive note, as the Indian economy is growing, so is domestic demand and consumption of quality lifestyle products for home and personalconsumption.

As consumers in this economy, today we are in a stronger place to support handcrafted products and the livelihoods of our artisans.

These are great products made with amazing wisdom and talent. They define our cultural identity, tell us who we are and can be a source of immense positive change.

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