About SHRADDHA
SHRADDHA-a non-profit organisationWelcome To
Society for Development of Human Resources through Handloom and allied activities
Society for Development of Human Resources Through Handloom and Allied Activities, in brief
“SHRADDHA” (meaning affection with compassion, and commitment), was set up by a group of persons with long and varied experience in rendering public service, domain knowledge, and a keen interest in the promotion of handloom, handicraft, and other allied activities in the unorganized sector. It is a body registered under the Societies Registration Act vides Regn. no 19575/7 of 1994-95, driven by the noble intention of giving back to society. The organization seeks to empower the primary producer weaver/ artisans with self-confidence, skill, and appropriate technology to access the market, contact the consumers directly, produce goods as per customers’ choice, and sell online. This is expected to increase their earnings substantially and improve their social and economic status, which will in turn attract the younger generation to continue in their traditional occupation. In due course, it would catapult the traditional craft to greater heights within India and abroad. The organization believes in working with the Central and State Governments, autonomous bodies, Corporate in the discharge of Corporate Social Responsibility (CSR), and other Civil Society Organizations (CSO/NGOs) pursuing similar objectives for making a large social impact.
“To empower the Handloom weavers with awareness generation, skill upgradation, connecting with the buyers digitally along with other required support for making quality, defect-free products and marketing it directly online, which will increase their earnings substantially and attract the younger generation to continue in the traditional occupation.”
To empower the handloom weavers, and handicraft artisans with a view to increasing earnings substantially, through awareness, handholding, and provision of hard and soft skills, and appropriate technology for contacting the buyers within and outside the country, on the digital medium and undertaking their commercial transactions of production and sale in a cost-effective manner online on “D” to “C” (Direct to Customer). This will be supplemented by the provision of technical input on designing with fashion, dyeing, and product diversification,
producing defect-free, best-quality products as per the changing taste and liking of the buyers. This two-prong strategy would lead the primary producers to live a life with dignity and attract the younger generation to continue in the traditional occupation.
“To Promote Handloom Weaving on a sustainable basis.”
To promote the traditional craft sector covering handloom, handicraft, and allied activities on a long-term sustainable basis and restore its unique position in the heritage and socio-economic-cultural map of India.
“Promote handloom on a long-term & sustainable basis in general and Increase earning of the producer weavers substantially in particular”.
Two-prong approach-
Among the Consumers
Generate awareness about handloom, its diversity, and unique features in design, dyeing, and weaving, and assure about the quality of fabrics.
Among the Producer Weavers
Generate confidence, and provide skills for quality production and marketing online.
Based on the firm conviction that the Indian craft sector has a bright future; the organization endeavors to promote craft to an aspirational level by empowering the primary producer weaver/artisans to contact the customers having a taste for handmade products and disposable income to pay the right value for the product. The producers will be motivated to work in groups and provided skills and technology for making high-value products, with new designs, and colors, free of any defects free as well as a new range of products as per the taste of the consumers and sale online. The digital medium will bridge the geographical distance between the producers in rural areas and the rich consumers in the urban area and enable the rural artisan/weavers to get customers’ choices directly, produce and sell avoiding the middlemen. This approach will increase their income substantially, without looking for financial grants and subsidies from government sources. Higher-income will enhance the social status of the craft and craftsmen and make the traditional occupation attractive for the younger generation, ensuring its continuity as an integral part of the tradition and culture of India.