Apparel August 2019 Apparel August 2019 issue | Page 88

UNIQUE INITIATIVE
THE HUGE BODY OF WEAVERS,
DYERS, PRINTERS, AND
EMBROIDERERS (AMONG
OTHERS) IN THE TEXTILE SPHERE
IS IN TREMENDOUS NEED OF
MARKETING ASSISTANCE.
MYRIAD MODELS
Bina explains that broadly, there are three
different business models for working with textile
artisans. “One business model is of NGOs, who
do wonderful voluntary work. They interact with
artisans, may also give design inputs and create
products, and have their retail outlets. However,
they often face a resource crunch for working
capital and publicity budget.”
She elaborates, “The second involves trained
designers who have their own studios—this
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has been a trend for the past two decades.
These designers interact with artisans, provide
design inputs, and create collections. As long
as the artisans are compensated fairly and given
sustainable work for the long term, this is a
good model. The third model is the multichain
retail companies that hire designers to create
collections for each season and somewhat
customise their handloom production. This is one
of the most prevalent models today. However, it
consists of some sort of vacuum as it lacks direct
connect between artisans and retailers.”
THE IMPORTANCE OF MARKETING
The huge body of weavers, dyers, printers, and
embroiderers (among others) in the textile sphere
is in tremendous need of marketing assistance.
“The biggest challenge faced by artisans is
marketing their products. Rural artisans, some
of whom live as far as 50 kilometres from a town
or city, find it difficult to market their products on
their own. It requires effort and time for them to
travel to a town or city. Many artisans, especially
women, cannot leave their homes to promote
their textiles. So they are invariably dependent on
others for marketing,” Bina avers.
Here is where she hopes Kabir will play an
important role as the retailer buys directly from
artisans without any intervention whatsoever, and
provides them with 100 per cent down payment.
There is basic quality check for the products and
informal feedback on them. However, the work is
truly a reflection of their skills and aesthetics. This
also helps in preserving the traditional skills of
artisans in their original form.
After years of deliberation, Creative Bee
launched Kabir as an affordable handloom
brand that brings together artisanal works
straight from the creators to consumers.
“Keeping profit out of the equation and focusing
entirely on impact, the products at Kabir carry
just the smallest of markups to help us to cover
marketing expenses (and nothing else). In doing
so—and eliminating middlemen—we are able