In the past few years, as consumers become more aware of their purchasing power and its impact, questions arise like, "How can we be conscious consumers while supporting handmade products?" and "In the current economic scenario, it's not just the sellers but the buyers who are struggling, so what should we expect?" These crucial questions highlight a significant challenge: the handmade industry was not flourishing even before the pandemic. The economic upheaval has only made these challenges more apparent, especially on social media platforms.
"Conscious consumerism is not about buying less; it's about choosing better."
There are several ways to navigate this complex landscape. One approach is to buy less but pay more, prioritize local shopping, support small businesses, engage with the makers by asking questions, and truly understand the craft. Simple actions like liking, commenting, and sharing posts from your favourite handmade brands can make a difference.
The other approach involves some mathematics. According to the recent government handloom census, there are about 31 lakh weaver households in India. While the accuracy of these numbers can be debated, if these households can weave an average of 6 meters a day and work for 25 days a month, the annual textile production amounts to 558 crore meters.
If just 10% of India's population, roughly 13,80,00,500 people, supported the "Vocal for Local" movement, each person would need to buy 3.5 meters of fabric monthly. This seems achievable, yet the reality is different.
"Supporting handmade is a commitment to preserving culture, sustaining livelihoods, and creating a more equitable world."
Here are some of the challenges we face:
1. Overestimation of Support: The 10% is likely inflated. Despite the rallying cry of "Aatmnirbhar Bharat," most people do not support locally hand-woven products. Even the institutional purchases from government departments fall short.
2. Misunderstanding True Costs: Consumers are not accustomed to the "true cost" of handmade products. They often opt for subsidized fabrics from larger retailers. In times of financial strain, the government withdraws support from what it deems non-essential sectors, further damaging the struggling handmade industry.
3. Lack of Funding for Essential Needs: While significant funding exists for large-scale rural livelihood projects, little goes towards documentation, advocacy, digital literacy, or marketing. This lack of support hampers the industry's growth and visibility.
4. Lack of Consumer Involvement: Designers, co-operatives, and NGOs often reduce consumers to mere purchasers rather than engaging them as part of the journey. This approach creates a gap in awareness and appreciation for the value of handmade products.
5. Policy Gaps: The absence of proper policy implementation allows machine-made fabrics to masquerade as handmade, misleading, well-intentioned consumers. This confusion undermines the authentic handmade industry.
As conscious consumers, our role goes beyond simply buying more. We are responsible for educating and influencing our family, friends, and neighbours about the value of handmade products. We must strive to create a ripple effect, fostering a broader appreciation for these unique crafts.
"Our choices today shape the world we live in tomorrow. Let's choose to support the hands that weave our cultural tapestry."
Our responsibility towards handmade products does not end with a purchase; it is merely the beginning. As our democratic duties extend beyond voting, our support for the handcrafted industry should involve ongoing engagement and advocacy.
The pandemic has taught us the importance of community well-being. Now is the time to reevaluate our priorities and restart our efforts to support the handmade industry. By doing so, we preserve our rich cultural heritage and ensure the livelihoods of countless artisans who rely on these crafts.
Together, we can create a more sustainable future for the handmade industry, where every piece of fabric tells a story of tradition, dedication, and resilience. Let us embrace the journey of conscious consumerism, supporting handmade with every choice we make.
