The Hindu Business Line : United colours of craftspeople

A poor peasant, Bhagyadhar Maharana, contemplated suicide. Young Dhritiman had to don the mantle of a breadwinner even before he finished school. Dilip earned a paltry wage after days of hard toil in a leather factory. Today, however, they lead productive lives as craftspeople thanks to SASHA (Sarba Shanti Ayog), a value-driven, non-profit organisation that promotes self-reliance amongst disadvantaged sections of the crafts community.

Founded in 1979 by the late Subhasini Kohli, and spearheaded by committed people such as Swagata Ghosh (who has been with the organisation since its inception and is currently director of Product Support Service), SASHA's primary aim is to preserve and promote traditional crafts as well as develop new designs and techniques for the artisans to keep abreast of competition from cheaper mass-produced goods. SASHA realised that encouraging the growth of craft-making is a convenient way to provide jobs to a large number of people under one umbrella. On the other hand, the traditional crafts of India languishing for want of entrepreneurship and marketing opportunities would get a new lease of life.

Debasish Ray Choudhuri, CEO, Enterprise Development Forum, says the organisation works at the grassroots level, identifying need-based individuals or groups, imparting training in product manufacturing and development, and managing and marketing finished goods. Says Nitish Gharey, a representative of Mamanosha, a producer group of 30 families specialising in bamboo weaving in a West Bengal village, "The association with SASHA has given us a sense of dignity and economic independence. The wages that we earn today are more than what we used to earn by selling our goods locally." At the end of FY 06, Mamanosha's annual turnover was Rs 2 lakh, with an average monthly income of Rs 2,000 per member.

Dilip Das, representative of Shanti Handicrafts, a producer group specialising in embossed leatherwork, is proud that his work is sold in Austria, Germany, UK and Spain. As the technician and group leader, Das oversees the making of wallets, mirror holders, designer frames, piggy banks and so on. SASHA not only helped Das establish a factory but also provides continuous support with product design, machinery and so on. He believes the training provided to his staff by SASHA's Enterprise Development Forum has helped increased his turnover from Rs 6 lakh to Rs 20 lakh. "We work only for SASHA as it has solved our problems materially," says Das. His group members earn Rs 1,500-3,000 a month.

Sometimes members introduce other producer groups to SASHA. The Panchannagram Tiljala Mahila Sangithi, a shelter for flood victims founded by Mother Teresa in 1978, came into contact with SASHA in 1983 in this way.

The group specialises in kantha embroidery and tailoring of women's garments. In the last financial year, the group recorded a turnover of Rs 3 lakh.

Says Sumita Biswas, secretary and founder-member, "Over the last two decades, SASHA has become like a family to us, and some of our members are solely dependant on it." She is proud of the fact that some of their products are now treated on par with branded labels in the international markets.

SASHA pays special attention to assisting women entrepreneurs. Nalini Kanta Mahapatra, an executive with the Producer Support Group, says handicrafts is a trade that women can easily attend to from home. As domestic chores take up a significant amount of women's time in rural areas, many find it difficult to work away from home. SASHA helps such women form groups and work from their homes.

It also helps women from conservative sections of society to give expression to their hidden talent. And the family benefits from the additional income.

In 1991, SASHA founded the Ruro Agro Services to help women from needy communities achieve economic independence. The Rasa range includes body and hair care products, gourmet spices, tea and preserves.

SASHA also helped revive the fortunes of Amar Kutir, a crafts society in Shantiniketan that had done well initially but had gradually fallen on bad days.

Apart from exhibitions and retail chains, SASHA alsoshowcases its products at a shop in Mirza Ghalib Street (Free School Street), close to New Market, Kolkata's shopping hub. To most first-time buyers, SASHA products may appear a tad high-priced but Ray Chaudhuri points out that SASHA is one of the founder members of the Fair Trade Forum. "Our remuneration for artisans is fixed according to the work they put in unlike many other commercial organisations," he explains. "SASHA also adheres to all non-toxicity norms like Azo-free dyes, lead-free ceramics or nickel-free jewellery. We also opt for organically produced farm goods. All these consequently increase the basic cost factor." SASHA members are confident about the quality of their products and unwilling to lower prices to capture market share.

In addition to entrepreneurial and trade-related skills SASHA also imparts members with guidelines on healthy living and community development. "Our field workers encourage them to adopt basic cleanliness and health measures," says Mahapatra. "Once the people realise that we are helping them earn more and giving them adequate credit for the work done, they trust us on all matters," he adds. As Roopa Mehta, Executive Director, puts it, "To me, SASHA demonstrates the fact that given resources, opportunities, respect and support, our highly skilled artisans can create livelihood options for themselves."

More Stories on : Arts & Crafts | Gender | Rural Development

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Oman's better half

Evergreen auto city

Gentlemen's mean machines

High on money power

United colours of craftspeople

Richie rich

Sinned against