Ensures fair living wage for producers
Discloses the community being impacted
Reduces the environmental impact
Focusses on women producers
Created using handcrafted methods
Reduces/Reuses/
Recycles resources
Recycles resources
Made out of responsible materials
Biodegradable or environment friendly
Craftpotli is an Indian tribal-focused enterprise that offers deeper access to India's diverse tribal communities through authentic content, multi-medium products, and immersive experiences. In February 2022, the enterprise commenced its operations, introducing the inaugural product, the "Koraput Turmeric bar," crafted by the Particularly Vulnerable Tribal Group (PVTG) known as the "KONDHA" tribe in Odissa's Koraput district. Craftpotli's engagement with adivasi communities now extends across four states, collaborating with six key tribal groups in Odissa, Arunachal Pradesh, Rajasthan, and Madhya Pradesh, boasting over 25 SKUs handcrafted in remote regions. Furthermore, Craftpotli has partnered with the UN Foundation for the Koraput Turmeric Bar, which has become a prestigious case study at TISS, Mumbai, showcasing their groundbreaking work with adivasi communities.
Purpose
Craftpotli’s vision is to establish a global adivasi-led brand. Tribal communities, often referred to as the "first citizens" of the world, are rapidly losing their cultural and traditional way of life due to the impacts of technology and urbanization. In India, their interaction with outsiders has predominantly revolved around tourist photography, lacking meaningful engagement. Through their initiative, the goal is to safeguard the intangible heritage of these indigenous groups. They seek to achieve this by empowering them with financial independence, offering gainful employment opportunities, and drawing attention to the newer generations within these tribal clusters. This approach not only aims to preserve their rich cultural legacy but also to create a sustainable model that extends the reach of adivasi culture to a global audience.
People
Their collaboration with the Kondha tribe has earned recognition as a case study at TISS Mumbai and was featured in a TEDx talk delivered by their founder, Ms. Kavya, focusing on the establishment of an adivasi-centered enterprise in India. Currently, they are actively engaged with several tribal communities in Odissa, including the Kondha, Dongria Kondha, Bathudi, and Mirigan tribes in districts like Koraput and Rayagada. Their work spans various domains such as textiles, wellness, brass, and kansa products. They have also ventured into a unique partnership with the Meghwal tribe, producing Pattu (unisex shawls) along the Indo-Pak border in Barmer, Rajasthan. Customized collaborations are underway with the Gondi tribe from Dindori district in Madhya Pradesh.
Their expansion continues with initiatives involving the Adi and Monpa tribes of Arunachal Pradesh, particularly focusing on loin loom textiles. Looking ahead, they are exploring opportunities to work with additional native communities, including the Santhal tribe in Jharkhand and the Vaghari community in Gujarat, as they diversify their product portfolio and extend their support to more indigenous groups.
Planet
The foundation of Craftpotli's bottom-up approach can be traced back to the recognition of an underutilization of natural resources and skills within the tribal clusters of their operational areas. A standout example of this approach is their signature product, the Koraput Turmeric Bar, which emerged in response to the surplus turmeric production in tribal villages situated in the Eastern Ghats' uphill. In a bid to adopt a glocal perspective, their packaging strategy incorporates raw materials sourced in proximity to the respective tribal communities. For instance, in the eastern region, they employ materials like Sal leaves, Sayali leaves, and banana husks for packaging. In Rajasthan and central India, they utilize hay for packaging, leveraging their warehouse operations in Jaipur, Rajasthan, and Odissa. This thoughtful integration of local resources not only reduces environmental impact but also empowers the tribal communities they work with.
