Guiding Philosophy

Vision

To contribute to the preservation, development, and promotion of India's craft, to increase general awareness about the process and culture of various crafts, and to co-create an environment to support the existence and elevation of traditional crafts and the holistic development of craftsmen.

Mission

In celebration of the creative process and to revive, sustain, and share the craft traditions of Gujarat, India, with the world. Our mission is to work with our partner members to develop a sustainable and scalable model for craft development. As there are too many dying crafts in our region, we hope to bring people together and revive our traditional craft eco-system values.

We value the deep connection between a craftsman and his or her craft. We believe this connection is part of a universal creative process that is divine. We place the holistic development and happiness of all craftsmen first.

Aims and Objectives

  • To provide a platform to strengthen the economic prospects of the artisans of India.
  • Expanding and updating the items produced under a craft to meet changing market trends and preferences.
  • To induce greater revenue generation for the artisans through participation in Craftroots.
  • To reduce the gap between the customers and the traditional craftsmen in terms of the constantly changing choices of customers and the efforts and time invested to produce a craft.
  • To facilitate direct interaction with niche customers and artisans, alter the attitude and create feedback mechanisms directly impacting product quality.
  • To assist in strengthening innovation in craft production, design, and marketing processes.
  • To provide a fair-trade marketing platform to support and empower artisans, from which they can interact with consumers and position their products in a more suitable way for the contemporary market.
  • To increase global awareness about India's craft and artisans and contribute to celebrating, appreciating, and sharing the art with the world.