00:00Women, on average, wear clothes only 7 times and then discard them.
00:15Only 10% of the clothes that are donated to charities or thrift stores are sold.
00:20The rest goes to the landfill.
00:22Globalization has had a negative impact on the culture and industries of many Indian artisans.
00:28More than 50% of rural people still rely on natural resources and traditional knowledge for their needs.
00:35There are around 4000 traditional handicrafts and handloom clusters in India
00:40which employ more than 7 million artisans.
00:43Some estimates say that this number can reach up to 20 million.
00:47This sector is the largest employer after agriculture and also contributes significantly in exports.
00:53In 2021, they earned 35,000 crores.
00:57But the All India Handloom Census of 2019-20 states that
01:0266% of handloom weavers earn only Rs 5,000 or less than that.
01:06After COVID, e-commerce has seen a growth
01:09where 22% footwear and 55% mobile sales are online.
01:14But only 0.2% of handloom sales are online
01:18and less than 1% weavers sell online handicrafts.
01:22Diwali doesn't just mean light and sweets.
01:25It also means strengthening your relationships.
01:27This time, let's make this festival of happiness in a new color.
01:31In a color that makes our society even stronger.
01:35That's why in this episode of H2O Fashion, we will look at 5 brands
01:40that promote artisans and sustainability.
01:43Gulmehar
01:44This brand is trying to create a dignified livelihood for the waste picker women of Ghazipur, Delhi.
01:51They make eco-friendly products from discarded flowers, fabric waste and recycled paper.
01:56An average waste picker woman earns Rs 6,000 to Rs 8,000 per month there.
02:01But this comes at the cost of their health and safety.
02:05Gulmehar's aim is to improve the quality of life of those 350 waste picker households,
02:10empower them and show that a lot of value can be generated from waste materials.
02:16Majid Ahmed Mir is a master weaver.
02:19He weaves nature-inspired kani shawls and sozne embroidery shawls.
02:23His family has been doing this for 600 years.
02:26He supports 30 families with this project.
02:29Waseem Akhtar is a specialist in Banaras silk and mixed cotton suits and sarees.
02:33Ajay Jaiswal sells fine chikankari suits and lehengas.
02:37All these master weavers are associated with the Weaver Resource Bridge,
02:41which is a volunteer group of 6 women,
02:44helping artisans find buyers for their beautiful creations.
02:47Let's know a little more about these fabrics.
02:49Pashmina, which is known as soft gold.
02:52It is a luxurious fabric of Kashmir.
02:54The finest fabric is made of Pashm.
02:57It is famous for its warmth, lightness and elegance.
03:00With a weaving tradition that has been going on for 3000 years,
03:04Pashmina shawls and sarees have been loved by royalty and fashion lovers all over the world.
03:10Banarasi saree, which is made in Varanasi, is one of the finest sarees in India.
03:15It is known for its rich gold and silver brocade, intricate designs and finely woven silk.
03:21Its motifs like Kaalga, Bel, Jhallar and Meena work make it a favorite of brides and special occasions.
03:28The art of Banarasi weaving has been going on since the Mughal period and is still thriving today.
03:34Chikankari is a traditional hand embroidery technique of Lucknow.
03:39It is associated with the Mughal era, which was introduced by Jahangir's wife Noor Jahan.
03:44This needlework, derived from Persian word Chikin, creates delicate patterns.
03:48And this entire work is done by hand.
03:50This art is even more flourishing in Nawabs of Awadh.
03:54And even today, it is the main source of income for thousands of artisans in Lucknow,
03:58who are bringing new innovations while maintaining their heritage.
04:01Now let's talk about other brands.
04:06This brand works with more than 2000 artisans across Andhra Pradesh, Bihar, Puducherry and Ladakh.
04:13Here you will get everything from dhuris, oil lamps and piggy banks.
04:21Keshav Kutir is helping tribal artisans and farmers by buying bamboo from them.
04:26He has trained more than 300 tribal artists from 10 villages to make bamboo products.
04:32In Diwali, his bamboo lanterns are the most popular.
04:35If you want miniatures, trays or table lamps, do contact him.
04:44He saw the exploitation and pollution of the fashion industry.
04:47And he became the leader of Zero Waste Fashion.
04:50Since 2012, his brand is creating unique garments from unused sarees and women's wardrobes.
04:55Like Sherwani made from Tussar Curtain.
04:58His Send Us Your Saree project encourages women to transform their unused sarees into stylish garments.
05:04Srinagar Lift is also giving scholarships and fees rebates to those students who belong to artisan families.
05:11Imagine, if all of us and government institutions support our artisans,
05:16their Diwali will be filled with so much light.
05:19If you have ever bought from an organization that uplifts artisans,
05:24do let us know their name in the comments.
05:27We wish you a very happy Diwali.
05:30See you soon.
Comments