To create an experience/service for the various age groups of art/craft enthusiasts, focused on a wholesome experiential learning process which supports and elevates the traditional arts and crafts of India to become commercially sustainable and reach a much wider national and international audience; and introducing a set of product range, showcasing the amalgamation of traditional art with modern form and aesthetics. However, the project brief is multifold and also includes:
- Since the project was introduced at the time of a deadly worldwide pandemic, the focus is on generating employment opportunities for the artists living in various regions, during this period. The mode however, had to be a digital one. Thus, the initial strategy includes diluting the gap between our artists and the audience by well-designed digital/online presence of the art and craft forms.
- Strengthening the value associated with not only the traditional crafts but also the artisans and helping them understand the role of a teacher for such a wide range of audience.
- Introducing non-traditional ways to the artisans; of perceiving the product range that could be created according to the current market trends.
- Creating wholesome visual contents related to various indigenous art and craft forms around India, which would act as epitome awareness, learning platform, and also a constant revenue source for the artisans.