A new e-commerce platform seeks to offer hand-tooled products curated and sourced from sustainable ingredients and materials.
A new e-commerce platform, Earth Fables, promises to be a one-stop destination for the discerning shopper looking for traditional craft items, which are also eco-friendly. The platform claims to offer hand-tooled products curated and sourced from sustainable ingredients and materials. It is noteworthy that hand-tooled objects are environmentally sustainable as these take less energy than a mass production assembly line.
Earth Fables brings together handmade products from across the length and breadth of the country for crafts lovers from all over the world. Over 20 craft genres across more than 30 lifestyle product categories under home and living, fashion and textiles, décor and art, jewellery and accessories are currently available on the platform. The curated range includes Kutch weaves, Rajasthani blue pottery, Kashmiri papier-mâché, rugs from Mirzapur and handwoven silk from Benares.
The e-commerce platform has been launched by Teamwork Arts, producer of Jaipur Literature Festival, and Craft Maestros, which works with mater craftsperson to promote crafts and bolster livelihoods of thousands of artisans. In the process, the e-commerce platform seeks to ensure that traditional craft skills are kept alive, thereby also creating a demand for training of more craftspersons.
Commenting on the new initiative, Sanjoy K. Roy, Managing Director, Teamwork Arts says, “We believe that Earth Fables will be the perfect vehicle to consolidate all these crafts under a single brand. Through the e-commerce engine of Craft Maestros, we will ensure beautiful handcrafted products, created from the artisan’s unique vision, will reach people across India and the globe.” With this milestone initiative in these post-COVID times, he adds, they hope they can help this gifted and skilled community in need of work to sustain themselves.
Akansha Dixit, CEO of Craft Maestros, adds, “We work with National Awardee master craftspeople from across the country, deploying unique models to work on the fundamental levels of the supply side to ensure great quality even at large volumes. We are also implementing innovative ways for integrated online and offline channels of demand management, using technology.” Saying that Earth Fables is an endeavour to bring high-quality and curated handmade products to homes, she adds, “It’s our movement towards a more sustainable and conscious way of living.”