Incredible textile heritage of India, over centuries, evinces the traditional weaving and intricate techniques and designs that have prevailed. From the fine muslin of Bengal to the sublime Kanchipuram silks, these hand-woven textiles are also an essential part of culture and sustain the livelihood of artisans. Although an important art, the artisans face challenges today with market access, fair pricing, and in danger of extinction from modernization. E-commerce, an incredible digital solution, thus emerges as a chance to revive the traditional weave, empower artisans, and preserve a culture.
The Indian handloom sector is vast, with over 3.5 million weavers making their presence felt in the textile industry. However, distressingly, there are several challenges confronting this sector. Many artisans work in isolation, depending on middlemen for marketing and selling their work; this results in unfair market prices and limited returns. The absence of modern design sensibilities often creates a conflict between the traditional product and the changing consumer preferences, especially among the youth. Also, with migration to urban centers, fewer artisans are practicing these crafts, thus pushing traditional techniques to the verge of extinction.
The e-commerce revolution has created a new path for products to be marketed and sold, with the specific purpose of saving the traditional artisans. Digital platforms break down physical barriers, enabling artisans to access the global markets that were historically out of reach. E-commerce gives artisans the option to sell directly to consumers, thus bypassing ever-exploitative middlemen who have witnessed their unfair profits carved out of artisanal labor, thus ensuring that artisans get their due compensation for their labor. The D2C model better empowers artisans with higher earnings, more visibility, and a close relationship with their consumers.
In the world of digital media, consumers want more than just products-they seek to be entertained. Today’s buyers want to know where the product came from and who made it, as well as the cultural stories associated with it. The artisans can tell the story of their process-from the raw material to the finished good-and give consumers an emotional purchase bond with the product. Storytelling can bring human warmth into the buying experience. Sustainable fashion consumers are beginning to find products that have compelling stories to tell. The products begin to mean something to them because they learn the story about the artisans’ craftsmanship, struggles, and passion behind it. That connection leads them from just being a purchase to a long-term relationship that fosters repeat business and word-of-mouth.
Virtual marketplaces, mobile-first interfaces, and vernacular content have made it quite easy for artisans to set up online businesses. Indeed, social media and e-commerce platforms not only showcase their work but also bring in audiences for nurturing constructive feedback. Digital literacy programmes are ramping up the readiness of artisans for the e-commerce milieu. Digital marketing, product photography, and online pricing are train-the-trainer initiatives giving artisans the skill set to establish themselves firmly in the digital domain. They would thus be in the position of negotiating the ins and outs of online retail efficiently and forming viable and sustainable businesses.
McKinsey’s report has shown that there is a developing trend of conscious consumerism among people, who, above all, search for products that reflect their values. According to the report, 67% of consumers consider the use of sustainable materials as an important purchase factor. For artisans producing handcrafted work by sustainable practices, this shift opens wide opportunities. For these artisans, e-commerce has presented significant opportunities to access the conscious market by providing consumers the opportunity to view products that connect with their own values of authenticity, ethics and sustainability.
Restoration of ancient weaves, be it for the economy or culture, is something that cannot be left behind. Artisans will not be required to shed traditional craftsmanship-their works will create a modern silhouette of what they’re doing along with its heritage. The solution to the perpetual puzzle of marrying the ancient practices with contemporary fashion is modernity in all its forms-fusion, hybridization, blending-traveling down e-commerce while maintaining the memories hence possible forms of cultural heritage through e-commerce.
By Aparna Thyagarajan, Co-Founder & Chief Product Officer of Shobitam,
