Focused skill and design development training to 1000 women artisans over a period of one year
Initiative by YES Arts & Culture, Concern India Foundation (CIF) and Jaypore.com initiative
Jaipur, May 8, 2018: YES BANK announced the launch of ‘From Rural Cluster to Urban Market’, a cluster development program in Barmer, Rajasthan to provide skill and design development training to 1000 women artisans over a period of one year. As part of the initiative, the women artisans will receive support in the creation and sustenance of market linkages, with on-boarding of retail partners such as Jaypore. Spearheaded by the YES Arts & Culture wing of YES Global Institute, the project has been developed in association with Concern India Foundation (CIF) and Jaypore.com.
With initiatives such as these, YES BANK continues to work relentlessly on establishing Sustainable Livelihood models across the country with tenets in preservation and promotion of India’s rich heritage, art and culture. Barmer, the fifth largest district in India, is known for rich crafts, folk dance and music. The arid weather makes agriculture a seasonal occupation and embroidery work, practiced by women, has proved increasingly difficult given market challenges. The ‘From Rural Cluster to Urban Market’ project will work on improving livelihood sustenance via a two-pronged approach of –
Equipping women with the latest skills in stitching and designing. The project entails an intensive design programme, wherein a professional designer will steer artisans and assist them in developing new products with the traditional technique of appliqué.
Developing key market linkages via marketing partner for the project - Jaypore.com. The new product lines, relevant to urban customers, will be introduced to new markets as well be sold on Jaypore.com.
Women artisans from Barmer display their work. Image: YES Arts & Culture
Rana Kapoor, MD & CEO, YES BANK and Chairman, YES Global Institute said, “We are committed to the revival, preservation and sustenance of India’s rich cultural heritage. We need public-private engagement in this segment more than any other, such that the original and historical ‘Make in India’ products can be revived. Integrating disciplines like fashion, design and craft is an ideal way to foster ‘Craft in India’ through quality innovation. Artisans are the custodians of indigenous craft, and training efforts must be pushed at the grassroots; Crafts are not only our heritage, but also our global comparative advantage”.
“Four years ago we launched a project to upgrade the skills of the women of Barmer, who have been producing appliqué work for generations. The social outcomes of this program have been amazing – women who were earlier isolated are now working in clusters, they are learning and upgrading skills, are free from the clutches of middlemen, and are economically empowered. It is a program that has changed the lives of not only the women, but the entire community, and we are delighted to have YES Arts & Culture partner with us to extend its reach even further”, said Kavita Shah, CEO, Concern India Foundation.
Shilpa Sharma, Co-founder and Head, Jaypore.com said, “It is important to be able to create a new aesthetic that will showcase traditional crafts in a whole new language, to keep them relevant to changing tastes. We are happy to partner with YES Arts & Culture and YES BANK to present to the market a contemporary sensibility in application for fashion and a collaborative design project which will enable traditional appliqué to come out of its limited role as an ethnic craft form. This is a wonderful way to channelize CSR for handicrafts sector in India for corporates and large organizations. Sustained initiatives such as these will strengthen the development trajectory in handicrafts in India.”
About YES Arts & Culture
YES Arts & Culture, the cultural arm of YES BANK is housed within the think tank of the Bank, YES Global Institute. It is dedicated to the promotion, development and conservation of India’s cultural heritage and is working to drive inclusive socio-economic development. YES Arts & Culture collaborates with diverse players in the cultural field such as government, industry and academia to foster a sense of exchange between different stakeholders. On ground initiatives focus on public engagement with heritage sites to promote the need for conservation, facilitate cluster development programmes at grassroots in the crafts sector for sustainable development as well as develop entrepreneurship through traditional knowledge systems in culinary arts. It also promotes research on cultural issues and policies through convening forums around these issues.
About YES BANK
YES BANK, India’s fourth largest private sector bank is a high quality, customer centric and service driven Bank. Since inception in 2004, YES BANK has grown into a ‘Full Service Commercial Bank’ providing a complete range of products, services and technology driven digital offerings, catering to corporate, MSME & retail customers. YES BANK operates its Investment banking, Merchant banking & Brokerage businesses through YES SECURITIES and its Mutual Fund business through YES Asset Management (India) Limited, both wholly owned subsidiaries of the Bank. Headquartered in Mumbai, it has a pan-India presence across all 29 states and 7 Union Territories in India including an IBU at GIFT City, and a Representative Office in Abu Dhabi.
For more information, please visit the Bank’s website at http://www.yesbank.in/
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