Jio Mart connects local artisans to transform lives, preserve heritage

Mumbai

Reliance Retail’s e-marketplace JioMart said it has roped in third-party vendors to empower small businesses, MSMEs and local stores.

These include local craftsmen from across the country who provide them a livelihood and preserve India’s heritage.

“During the pandemic, these local craftspeople were hit hard, just like most other enterprises. Some, however, were quick to adapt to the ‘new normal’ through e-business, which has helped them get back on track. Due to the ongoing festive season, demand has returned to pre-Covid levels,” JioMart said.

“I was surprised to receive my first order within 24 hours of launch. Since then, I have orders every single day”, said Mir Arif, one of the local craftspeople at JioMart, who handcraft eco-friendly non-toxic Channapatna Offers wooden toys.

“Domestic brands understand the needs of the nations. My decision to go online was driven by the platform’s authenticity, credibility, and massively significant potential. I currently have 200 products, which are doing well, and I want to add 100 more.”

JioMart said that its orders have increased by more than 2.5 times within the first week of the festive sale.

Channapatna toys have a long history dating back to Tipu Sultan, who invited Persians to come to India and pass on their knowledge to local craftsmen.

“Both my father and grandfather worked as artisans, this is a family-run business for over 100 years. On the Bengaluru-Mysuru highway, Channapatna is known for its unique wooden toys,” said Mr. Arif.

“This industry affects the lives of many artisans; At least 35 artisans, some of whom have been working for more than 40 years and are as young as 60, work with me. Online platforms have become a major source of livelihood,” he said.

Another regional handloom craftsman from Phulia, West Bengal, who successfully registered on JioMart to offer exquisite muslin hand woven Jamdani sarees, has a different goal.

“Although my primary business is offline, I sell online for two reasons: I want to make the centuries-old rich handloom textiles of the Bengal weavers of the Ganges Delta accessible to all and provide authentic goods from the weaving community directly to the consumer. Want. Good prices. It’s a win-win situation,” said handloom craftsman Deepak Basak, one of the top sellers of JioMart.

According to JioMart, local artisans are benefiting from the convenience of online sales, which include logistics, technical, on-site vendor support, market intelligence and promotions.