With the aim of boosting livelihood and reviving dying crafts of the state, the Kudumbashree is launching ‘Charutha’, a venture to promote souvenirs and handicrafts of Kerala, targetting the high-end market.
The scheme would be formally launched on Thursday, as part of the 14th anniversary celebrations of Kudumbashree. The scheme is being launched in collaboration with the ‘Responsible Tourism’ initiative, to market the products in five-star hotels, boutiques, airports, IT
firms, international market and also cater to foreign tourists.
“Charutha is our new venture, to revive our craft forms that are on the verge of extinction and to provide better livelihood to artisans. The products will be displayed in the trade fair,” said Tany Thomas, Ernakulam district coordinator of Kudumbashree.
Souvenirs from Kerala are usually limited to ‘kathakali’ figurines, elephant and canoe forms. Realising the demand for further
variety in this field, the proposal was mooted to add a distinct and hitherto untapped Kerala flavour to the products. The artisans will get two to three times the money they are presently earning as their products will be sold at high-end markets. The new range of products is likely to include mural paintings as magnet stickers, clocks set in brocade background, houseboat forms, hay art, ethnic coasters and bamboo products, to name a few, all designed with professional guidance from the Local Economic Development Society (LEDS). “We’re
providing professional support to around 18 enterprises across the state, comprising about 100 artisans, in developing and designing the products. In time, more artisans will be roped in.
For the marketing end, we have already initiated tie-ups with brands such as CGH Earth, Wipro and several lifestyle stores in Dubai and London.“We aim to improve the lifestyle of women entrepreneurs through higher remuneration and at the same time, revive the dying crafts of Kerala,” said Anoop Nair, CEO, LEDS