Samoolam, meaning 'collective roots' in Sanskrit, was founded as a grassroots social movement in Gaya, Bihar (India) with the vision to use design as a powerful tool for social change. Samoolam promotes the dying art of 'Crochet'. It has helped rural women from over 110 families who had little or no knowledge of the craft, earn their pride and livelihood through the creation of Craftmark-certified authentic handmade fashion.
As social entrepreneurship, it wishes to enhance the way women become changemakers while earning money and becoming self-reliant using their long-forgotten or newly-learned skill set. It uses simple, handmade product design and a ‘give back to their roots’ philosophy to actualize its purpose. The business model and brand system also encourage social and emotional collectivity, connections, and communication that most of these women miss when they are working from home. Samoolam gives them that sense of power and control over their lives without losing their feminine identity.