GI Heritage is a unique online marketplace for traditional art and crafts that have been handed down through generations of skilled artisans across 18 different states of India.
With a Doctorate in Environmental Science and over two decades of experience in the fintech sector, its London-based Indian entrepreneur founder and CEO is passionate about traditional skills and is on the verge of expanding across the Commonwealth and other countries. In this interview, Vineet Kumar offers insights into his mission to empower ethnic crafts and artisan communities in India through the concept of geographical indicators (GI) that spotlight their origins.
How and when was this idea of GI Heritage born?
In 2020, during a journey to Tirupati Balaji, we decided to explore Kalahasti – a town celebrated for its rich tradition of Kalamkari sarees. Known globally for this intricate art, Kalahasti is a place where generations of artisans have perfected the technique of hand-painting and dyeing these beautiful textiles.
However, our excitement quickly turned to concern when we saw young girls, some not even 15 years old, hard at work on these sarees. We discovered by working there and earning a small income, these girls were protected from the dangers of human trafficking that plague many impoverished communities. We also learned the artisans and their families, who put their hearts and labour into creating these masterpieces, were earning only a fraction of what the sarees would eventually sell for in the market because of unscrupulous middlemen.
Traditional art forms like Kalamkari, with their rich cultural heritage and generations of knowledge, were at risk of disappearing. This reality became a call to action for us. We couldn’t stand by while these artisans, the torchbearers of such a profound cultural legacy, faced such overwhelming challenges without support.
What is the central mission of GI Heritage?
Our mission grew from this first-hand experience. It wasn’t only about protecting the crafts but also about empowering the artisans and their communities. We wanted to create a way for them to reach a global audience directly, ensuring fair compensation and building a sustainable future that honours their talent and heritage.
Our platform was born from this vision, designed as a space where artisans could showcase their work to the world without the barriers and exploitation of middlemen. Through our zero-commission model and hands-on support, we assist artisans in product listing, marketing, and fulfilment, removing the technological and logistical obstacles that often discourage them from online selling.
Every step of our journey is rooted in our dedication to these artisans and their art — our aim is to provide a stable income, nurture traditional skills, and help these communities thrive. By doing so, we hope to ensure that the beauty of these crafts continues to enrich the world and that future generations of artisans find the support they need to carry their heritage forward.
How do the local artisans and craftspeople benefit from this venture?
We are committed to empowering artisans by offering them a platform that gives global exposure and sales opportunities, addressing a common challenge faced by these skilled individuals who often lack the technical skills needed for online selling or feel unsure about navigating digital marketplaces.
Many artisans, despite their incredible craftsmanship and talent, miss out on wider markets and revenue opportunities due to these barriers, limiting their ability to thrive and grow economically. To tackle this issue, we have launched a zero-commission platform with a fully assisted model that makes the entire process easier and more accessible.
On our platform, artisans receive dedicated support from our team at every stage, from helping them list their products to managing customer inquiries and handling logistics for order fulfilment. Our team takes care of the technical and operational aspects, allowing artisans to focus on what they do best – creating. This hands-on assistance ensures that artisans who might otherwise be excluded from the online market can showcase their products to an international audience without the worry of navigating the complexities of e-commerce.
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What is the impact you have observed of this platform?
By reaching global markets, artisans are able to significantly expand their income streams, which directly impacts their economic growth and the well-being of their families. Moreover, this platform serves as a source of inspiration and motivation for artisans to continue practicing traditional crafts that are often at risk of disappearing as younger generations pursue other livelihoods. Our goal is not only to provide immediate sales opportunities but also to contribute to the long-term sustainability and preservation of these crafts, which are a vital part of our cultural heritage.
In bridging the gap between artisans and the digital world, we aim to build a model that both supports artisans financially and promotes the rich cultural legacy that these art forms represent. By fostering this connection, we ensure that these invaluable crafts reach a wider audience and continue to be appreciated and celebrated by people around the world for generations to come.
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What are the kind of items that have proved most popular so far?
Home décor items and traditional paintings, particularly Mysore Inlay artworks, have captured significant attention among customers, blending cultural heritage with modern aesthetics. Each piece is meticulously crafted to reflect the skill and dedication of artisans, making it a timeless addition to homes or offices.
Coconut shell crafts, for example, showcase the innovation of artisans who transform natural materials into decorative and functional items. From bowls and vases to candle holders and jewellery boxes, coconut shell art pieces embody sustainability and creativity, providing eco-friendly décor options that appeal to environmentally conscious buyers.
Bastar Dhokra art items are another favourite, celebrated for their rustic, tribal designs crafted using ancient lost-wax casting techniques. Originating from Chhattisgarh, these bronze and brass figurines often depict folk stories, deities, and animals, making them unique, storytelling pieces that add an element of cultural heritage to any interior.
Moradabad metalwork, often called "Peetal Nagri" (brass city), is renowned worldwide for its high-quality brass products. Saharanpur wood carvings, known for their intricate details and high-quality craftsmanship, have also become a staple in the home décor sector. Channapatna toys, especially tea coasters, have emerged as a delightful addition.
Jodhpur metal craft, with its unique blend of traditional and contemporary styles, has also garnered popularity. Gulabi Meenakari from Varanasi, known for its delicate enamelwork in vibrant pink hues, has also proved popular, to name just a few.
Together, these artefacts not only enhance the aesthetic of living spaces but also allow people from around the world to connect with India’s diverse artisanal heritage.
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What are some future growth plans for the venture?
GI Heritage's expansion into countries like the US, Canada, and Australia is a powerful step to connect with the large Indian diaspora and promote traditional Indian crafts globally. Establishing offices in these regions will allow closer engagement with customers and retail partners, making it easier for those passionate about India’s rich heritage to access authentic, artisan-made products.
Moreover, GI Heritage’s plans to partner with major retail chains like Bamford and John Lewis could significantly elevate the reach and visibility of these crafts. By positioning artisan products in well-established, high-traffic stores, GI Heritage not only broadens the market for these products but also raises awareness and appreciation for traditional Indian art forms among diverse audiences.
The initiative to work directly with artisans on skill enhancement and to introduce designs that are well-suited for international markets ensures that the artisans are not only preserving traditional skills but are also evolving their crafts to appeal to a broader audience.
*Info: GI Heritage