Traditional crafts have been an essential part of Indian history, culture and life. This handbook looks at craft as both a cultural artefact that reflects peoples worldviews, indigenous practices and traditions, as well as a source of income generation and development that is inclusive.
Indias rapid development has meant a break-down of traditional economies, and including craft production-to-consumption systems. Meanwhile, there is a call to action from different factions to protect, revive and reinvent craft, because the inherent sustainability of the systems that underpin it are essential for the sustainability of India and her people. Against this backdrop, this book examines the current landscape of craft in Indiaits production and marketing in different parts of India, the incorporation of innovation and technology, the push for sustainability and equitability in the handicraft ecosystem and promising government policies that have proved beneficial for craftspeople. It also discusses various challenges that artisans, micro-entrepreneurs, and marketers face working in the space. With contributions from leading experts in the field of design, activism, policy, education, cultural heritage and entrepreneurship, this volume provides a comprehensive and in-depth picture of the history, economics and future of craft and its relationship with sustainability.
An authoritative resource on Indian craft, this handbook will be useful for scholars and researchers of sustainable development, development studies, architecture, design, heritage studies, cultural studies, political economy and public policy.
Traditional crafts have been an essential part of Indian history, culture and life. This handbook looks at craft as both a cultural artefact that reflects peoples worldviews, indigenous practices and traditions, as well as a source of income generation and development that is inclusive.
List of Figures ix List of Tables xi Notes on Contributors xii
Acknowledgements xxi 1 Introduction 1 Rebecca Reubens and Tanishka Kachru
PART I Policy Discourses 11 2 Crafting a future: Indias Artisanal Heritage
and the Quest for Sustainable Development 13 Ashoke Chatterjee 3 A Brief
History of Craft Policy (19472020) with a Prescription for the Future 36
Ritu Sethi 4 A Crafts Market as the Essence of a Socio-economic and Cultural
Universe 50 Jaya Jaitly PART II Craft Histories 63 5 Rewriting the History of
Indian Crafts and Why That Matters 65 Tirthankar Roy 6 Craft and Its
Representation: Thinking Through the Pre-Colonial Histories of Craft
Practices in India 75 Sudeshna Guha 7 Chronicling Craftspeople in India: The
Journals, Archives, Records and Documents that Construct a History 89 Sarita
Sundar PART III Craft and Education 103 8 Toward a Sustainable Future for
Craft Traditions: Education for Artisans of Kutch 105 Judy Frater 9 Lessons
of Design Empowerment 121 Lokesh Ghai 10 14 Years of Design and Business
Education: Artisan Graduate Reflections 136 Judy Frater PART IV Craft and
Technology 153 11 Super-Sustainability: An Ecology of Cotton Cloth for a
Future World 155 Uzramma and Annapurna Mamidipudi 12 Encounters of Craft and
Digital: Recent Directions in India 167 Aanchal Sodhani 13 Reviving
Vernacular Crafts in India Through Additive Manufacturing 181 K.V.S. Likhinya
PART V Craft and Marketing 193 14 Do You Have It in Other Colours?: Insights
Into Handloom Saree Sales 195 Suresh Bhagavatula and Zuber Ahmed 15 Craft
Retail: Omnichannel 213 Shilpa Sharma and Rebecca Reubens 16 The Landscape of
Indian Craft Marketing 228 Bhavna Yadav and Anita Raghav PART VI Craft and
Certification 241 17 Legal Protection of Handicrafts under Geographical
Indications (GI) Act to Prevent Imitation and Misuse: Case Study of Kashmir
Pashmina 243 Yaseer Ahmad Mir 18 Holistic Sustainability Certification for
Indias Craft Sector 263 Rebecca Reubens 19 Complexities of Applying
Certifications in the Indian Handicraft Industry 281 Madhura Dutta PART VII
Craft and the Development Sector 301 20 A New Paradigm for Creative
Manufacturing in the Next Regenerative Economy: Business Not As Usual 303
Jacob Mathew, Claire Simpson, and Neelam Chibber 21 A Successful Sustainable
Craft Business Practice (in Medium-Skilled Clusters) 317 Payal Nath 22 The
Trajectory of Kala Cotton 330 Ghatit Laheru, Durgalakshmi Venkataswamy, and
Meera Goradia PART VIII Craft Documentation and Representation 343 23
Documentation of Craft in India: A Historical Overview from Early 20th
Century to Present Day 345 Tanishka Kachru and Deepika Srivastava 24 Crafts
in India: Representations and Reflections through the Lens of Applied
Research 360 Jay Thakkar and Mansi Sathyanarayan Rao 25 Crafts: Evolution of
Narratives and Perceptions in India 377 Falguni Patel PART IX Craft Futures
391 26 Fibres in Peril: Revival of the Indigenous Cotton and Wool Traditions
in Kutch 393 Sushma Iyengar 27 Toolkits As An Emerging Framework for Engaging
with Craft 404 Rishav Jain 28 Design by Proxy 421 Anaka Narayanan Index 435
Rebecca Reubens is a sustainability designer, educator and independent academic who spent the first decade of her career working with international development-sector institutions centred on sustainable livelihoods for bamboo-working communities in Asia and Africa. Following this, she completed her PhD at Delft University of Technology on the links between craft, sustainability, and design. She currently practices in the same space, through her sustainability design studio Rhizome in Ahmedabad. She remains connected to academics through her teaching and writing. She is the author of a number of publications including, Bamboo: From Green Design to Sustainable Design and Holistic Sustainability through CraftDesign Collaboration. She is an ambassador for the World Bamboo Organization.
Tanishka Kachru is a design historian and educator at the National Institute of Design (NID) in Ahmedabad, India. Her research interests focus on the intersections of design histories from postcolonial perspectives, national identity, exhibition histories, and design for development. She was co-convenern of the Design History Society 2013 Annual Conference, the first to take place in a non-Western geography. Her practice includes curation and cultural communicationn produced from collections, archives and living heritage. She has contributed to several publications including, Nakashima at NID, The Routledge Companion to Design Studies, and the forthcoming Women Graphic Designers: Rebalancing the Canon.
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