Anita Dongre is
one of the fashion designers of India who has played a major role in helping
the craftwork of women artisans of the country thrive. She has actively
promoted them. One of the major steps that she has taken in this regard has
been starting a project named Grassroot in August 2015. This project can be
called a veritable conclusion of all the values that she enshrines as an
individual and as a business entrepreneur. These are the principles that she
has staunchly adhered to all her life and she believes in them with all her
being.
Qualities of Grassroots
All the products
manufactured under the banner of Grassroot are earth-friendly, animal-friendly,
and eco-friendly as well. In fact, as Dongre has said time and again,
Grassroots remains the closest to her heart. She has openly expressed her
desire to be able to do some work with traditional Indian craft forms.
According to her these are steeped in tradition apart from being “real, earthy
and rich” in her own words. She has always wanted to bring back the importance
of the heirloom and handicraft tradition of India and with Grassroots she wants
to be able to do just that.
Why was it necessary?
Speaking about
Grassroot, Dongre has said that the critical state of Indian handicraft and art
has forced her to take such a decision in the first place. According to her the
craft industry in India is dying a slow death with every passing day. This is
why she feels that it is very necessary to have fashion houses to save it. Even
though she has taken a right step in this regard with the creation of Grassroot
she feels that more such entities need to come around and establish
partnerships with the local artisans.
Giving them a platform
She feels that
these entities can give these artisans a platform where they can showcase their
work. This she feels will be a scenario where everyone involved will be
significantly benefited. This will also help these artisans sustain their work
over a longer period of time. Grassroot is already playing a major role in
supporting these artists carrying on with their work. The design teams working
for Dongre travel to various villages with NGOs and study their work. They then
create a design language that is based on that and has a global appeal as well.
What are the areas of work?
Grassroot has so
far worked with eight weaves and 12 craft styles and forms. Some of them may be
mentioned as below:
·
Banaras
·
Ikat
·
Khadi
·
Bhagalpur Silk
·
Chikankari
·
Block Prints
·
Bandhani
·
Warli paintings
The organization
has also worked in a number of states of India such as Gujarat, Punjab, Madhya
Pradesh, Andhra Pradesh (AP), and Uttar Pradesh (UP). It has collaborated with
organizations such as SEWA Trade Facilitation Centre in order to make sure that
the women artisans from villages in Gujarat have at least 100 days of work.
Benefits
This has
benefitted a number of women artisans in villages across the state. Normally
the NGO is responsible for payment, which is decided on the basis of hours devoted
to creating the piece. Also taken into account in this case is the level of
complexity associated with the work created. The final product is priced in a
competitive manner so that more demand can be created for the same. In fact, it
is this thought process that has made the entire project sustainable in the
first place. Dongre feels that with Grassroot she will be able to give some
dignity back to the artisans that they need so much.
