Gaatha.com gets around 450-600 orders each month on a normal. From particular journals to wonderfully cut wooden brushes, design, and home-style things like earthenware adornments, silk stoles, and Madhubani works of art, Gaatha.com is a mother lode of Indian handiworks from Gujarat, Madhya Pradesh, Rajasthan, and Kashmir.
So, let’s learn more about this mind-boggling startup!
The art of ‘Handicraft’
Handicraft: The demonstration of ‘hand-crafting’ an item to do an everyday task; to appease a need of confidence; as an imaginative articulation; or maybe to sharpen the skill of a couple of hands.
The art of handicraft not only represents the inner beauty of an artisan but also the occasion it is being made for. One can easily comprehend the motive behind making a certain piece of art. This is how the artisans communicate with other people.
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The objective of ‘Gaatha Project’
The objective is to produce exquisite designs which depict the reason and the motive behind making the craft. The stories should reflect and the objective should be clear.
Moreover, these stories should not just assist the spectator with valuing the specialty but also assist the craftsmen to earn a humble living. It is this framework which is the ultimate objective of the ‘Gaatha’ project.
Handicrafts have endured numerous tempests on account of expanded industrialization and generally outlook changes in the specialties’ creation and utilization environment.
With the progressive environment all over the world, people are now ready to pay respect and hear the stories of these artisans. It’s not just about buying craft but also about knowing the craft. This influence is creating a positive and empowering impact on the craft industry.
The ‘Gaatha Project
The ‘Gaatha’ project is woven around storytelling behind each craft along with giving social and business advantages to the craftsmen. They want to make an ecosystem through which the craftsmen can connect and build an association with the worldwide consumers.
Moreover, they want to be the asset that not only assists with the creation and selling of crafts but rather stories and philosophies too. The Gaatha team is open to make deals with the craftsmen and empower the ‘co-creation’ form of craft.
Lastly, they are focused on keeping all the great practices flawless, empathetic, just and ecological.
The Thought Process
- Reopen dialogue & Educate masses: Take handicrafts to work back to debate and public memory, such that they remain a part of strategy making.
- Sell handcrafted produce: Open the doors of opportunity for skilled workers and improve their monetary circumstances.
- See Beyond the artifact: Continue the art of storytelling associated with the craft to give the consumer insights into the history.
- Research and Archive: Assemble an extreme online self and individuals-sourced information asset for makes. An asset that is just partially observed.
- Co-create with buyer and artisan: Managing the current demand and at the same time maintaining the rich work. Assist the craftsmen with making modern-day designs that are a mix of contemporary and ethnic.
- Maintain Transparency: Keep all the great practices unblemished and all cycles empathetic, just, and biologically offset with ordinary revelations.
Exclusive Campaigns of Gaatha
1) Know Your Native
The name ‘Know your Native’ itself depicts that one should know about their cultural heritage, their tribe, etc. It’s good to stay connected with your roots and educate yourself about your native tribe. So, this promotes a sense of belonging towards your own people.
Moreover, to safeguard and praise our local Indians, Gaatha brings you “Know Your Local”, where they help you hold hands with different distinctive ancestral networks in India and recognize one clan from another by understanding their way of life, ornamentation, attire, hairdos, and other different practices.
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2) Hands Of Handmade
Short movies on Indian crafted works, find out about the wonderful history, cultural stories, customs, importance, traditional plans, and the process of making crafts. Below are some tales which are a part of this campaign.
a) A Tale Of Matka: ( How to Make a Clay Pot? )
One probably won’t have had “Ghat, Ghat ka Pani”, yet everybody more likely than not drank water from the Matka which not only works wonders during summer time but the taste makes us feel connected to mother earth.
In any case, has anybody at any point thought how extraordinary the basic-looking Matka is? It is claimed that the potter was a making of the Heavenly Hindu Trinity.
b) Tale of Ajrakh
The derivation of “Ajrakh” may derive from the Sanskrit word “a-jharat”, which implies something which doesn’t fade. Since indigo is one of the main shades of this textile, it is conceivable that Ajrak got its name from “Azrak”, which signifies “blue” in Arabic.
3) Uncommon Sense
This campaign talks about how everyone perceives a particular thing in a common way. It focuses on the fact that humans weren’t born with common inclinations. Instead, they started developing them in the later stages.
Due to this common trait, people are being refrained from creating some extraordinary magic. This could be better explained from the examples given below.
As kids, you don’t have the foggiest idea of how to make straight lines. As you grow up, you are encouraged that straight is simple, that it is awesome, that it is ideal. In nature, there are no straight lines.
However, humans have made everything straight and easy. In this cycle, they have lost their own artistic expression and have as a whole turned into the same people. The idea of common sense spread so fast that the ability to think out of the box is somewhere lost.
Gaatha believes that normal is not the new cool, sensible is the new cool. Think out of the box, if it makes sense, then go for it!
Join the Club!
A few centuries prior when humankind was all the while discovering its traction on earth, crafts rose up out of a union among humanity and nature. Further, when the replacements of these artworks are thinking that it’s extreme to support and proceed with their customary practices, Gaatha has begun with a point of making a group of the beneficiaries and defenders of the information, across the globe.
Their excursion so far has filled them with more energy to proceed. In the event that you feel that you are/ want to be a part of their family, go to their website and suggest your ideas. Be the change-maker!
We want to identify and recognize the faceless artisan.Team Gaatha
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