The Importance of Small Craft Brands

For the land to be fertile and for it to have a good yield, one of the key components is water. Some of the general sources are: river, tube-well and rain.

While the lucky few cultivate closer to the river, many others depend on river-canals or bunds for the water to reach them. Of course, this manmade system is not fool-proof. Wastage of water in transit, excessive use, hoarding of it, and even its inability to reach the far-away small landholding farmers are of concern. This mammoth task also requires abundant use of money, land, and manpower.

Underground/tube-well is sometimes the only main source of water for irrigation in many places. Though not very efficient, it serves the purpose. It’s decentralised yet owned and either self-funded or funded by financial institutions. Despite the high input cost in digging the well and in pumping the water thereafter, the water resource itself is finite. Hence unviable in a longer period.

Majority of our farmers still depend on rain. It’s free and does not discriminate, it’s seasonal yet enough if used cleverly. The land and the sporadic rain work cohesively, the excess is always channelled to underground, river, or ponds. That is the understanding of ‘enough’ without entitlement. All the various modes of irrigation are essential and important. We guess, there is no one right way of farming, it entirely depends on the geography, what is being cultivated and by whom.

By now, you know that we are not agriculture scientists or a farmers. But hang-on, we are trying to make a point here.

Just like irrigation, for any craft to flourish, as much as we need direct government intervention or any NGO’s and co-operatives, we also need many small craft brands like ours. We all have a purpose and a place. While the government (Like a River) plush with funds, resources, and system of network, often gets the purpose and integrity diluted by the time it reaches the rural-India. Nevertheless, they are trying to make a difference by using age-old systems and a huge number of officials by offering subsidies, buyback policies, loans, and free market places to name a few. We have been seeing the results. Many NGO’s and co-operative societies (Like underground water) dispersed all over the country are subjected to work under some draconian law. Sometimes the challenge in their geographical boundary and the scope of work is not only limited because of how they have been funded but also in creating relevant products and subsequently marketing it. The battle to be self-reliant still goes on.

Meanwhile, the self-funded small craft brands (Like raindrops) like ours work with many craft clusters all over the country without any bias. Even in case of the work being seasonal, it’s always with a single focus of making craft sustain beyond the scope of work and time. Small brands like ours, narrate stories, create utilitarian designs, spend time on documenting, try reaching the right audience, produce less, pay better, are conscious, create consumer awareness, collaborate with other brands, invest our own money, and pay taxes. Still, underrated.

It’s time we not only enjoy the benefit of rain but also give credit to each of those raindrops, as anything rain-fed is naturally wholesome.

We remember many of our friends in this industry who have always braved against many abnormalities. The parched craft sector needs all of us to get back to ‘the new normal’, focus on work, and support each other as #EveryDropCounts
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Post inspired by Ravi Kiran from Metaphor Racha.

We are eager to hear from you what you think about small craft businesses like ours. Do share your thoughts in the comments below.

Support Small Craft Businesses like ours on http://www.ziveli.in

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