Etsy India launches digital initiative to promote Indian artisans
Multi-brand craft-based e-commerce platform Etsy’s Indian arm has launched a digital initiative to promote Indian heritage crafts in India and abroad titled ‘Desi for Pardesi’.
Through its new digital initiative and campaign, Etsy India is promoting Indian-made goods internationally, with a focus on Indians living abroad, the business announced on its India-specific Instagram page. The campaign is designed to encourage both makers and buyers to embrace Desi heritage and increase consumer demand and appreciation for Indian crafts.
The initiative includes a series of ‘conversations’ designed to explore topics surrounding Indian craft traditions and educate viewers and entrepreneurs alike. Etsy India has held a number of conversations on its Instagram page including ‘Empowering rural artisans’ with fashion designer Rahul Mishra and ‘Celebrating the legacy of India’s artisans on a global landscape’ with craft entrepreneur Maximiliano Modesti.
With the aim of inspiring people to engage in crafts themselves, the platform is also sharing a range of mini-tutorials on its Instagram page including how to make a paper bookmark and terracotta earrings. Etsy India is also sharing facts about Indian crafts as part of the campaign.
Some of the Indian businesses featured in the campaign include clothing brand Resha by Medhavini, which creates relaxed-fit menswear and womenswear with whimsical prints and Delhi-based jewellery brand Abhika Jewels. With online business becoming increasingly integral to the Indian retail landscape, Etsy India aims to encourage craft-based businesses to tap into this growth opportunity.
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