Fabindia takes Odisha’s handicrafts to the world, takes decade-long journey further
From the first cluster formed in Gopalpur in 2011, it has now grown to 16 clusters in Bargarh, Cuttack, Bhubaneshwar, Keonjhar, Boudh, Sonepur, Gopalpur and Nuapatna, among others.
Bhubaneswar: Celebrating its decade-long journey in taking Odisha’s handicrafts and handloom to the world, Fabindia Limited has announced the company’s aim to take accelerate its journey by deepening its engagement with artisans, and continuing to develop and procure a rising range of handicrafts from the State.
The 62-year old consumer lifestyle platform, which focuses on authentic, sustainable and Indian traditional lifestyle products, has strengthened its regional footprint across Odisha and boasts a network of over 3600 artisans in the State.
Through an MOU with the Government of Odisha (Handloom, Textiles and Handicrafts department), Fabindia Group set up community-owned companies and constituted Orissa Artisans and Weavers Limited (OAWL) – a public-private partnership company. This community
demonstrates how a common purpose and aligned values can bring about equitable and inclusive
growth and impact.
From the first cluster formed in Gopalpur in 2011, it has now grown to 16 clusters in Bargarh, Cuttack, Bhubaneshwar, Keonjhar, Boudh, Sonepur, Gopalpur and Nuapatna, among others.
The development process of each cluster can take 2-3 years to (a) identify crafts in the state, (b) upskill artisans on design, quality, business financials, digital literacy, (c) create market avenues, (d) map development through a 12-step ladder Craft Cluster Development and Livelihood Impact (CDLI) programme.
KP Rajendran, Market Regions Head, Fabindia Limited, said, “We dedicate the success and
growth of Fabindia to the thousands of artisans, weavers, and communities who have been a part of
our mission to keep Odisha’s handicrafts and traditions alive and relevant. Fabindia is committed to
ensure that as it grows, all of its stakeholders grow and prosper.”
Sharing his experience, artisan Makardhwaj Meher from Bargarh said, “I have been associated with OAWL (Fabindia) for last 10 years and the experience has been nothing short of empowering. Earlier I used to travel a lot outside the State to sell my products but thanks to Fabindia, I could cut down on travel and time while also being able to market my items better. My livelihood has improved and so has my craft.”
Echoing similar sentiments, another weaver from Bargarh Chaturbhuj Meher said he too has been associated with the company for over a decade now and his products have better sale and market value now. “My income prospects improved a lot after Fabindia incorporated us into its network. I look forward to more years of upgrading my craft as well as my skills.”
Some distinct handicrafts procured from Odisha include Ikat Sari, Ikat Dupatta, Ikat Stole, Tussar,
Tussar Ghicha, Korea China, Cotton Ikat fabric, Cotton Woven Fabric, Paper Mache, Sabai
Grass/Date Palm craft, Golden Grass, Palm leaf with Pattachitra, Wood Pattachitra/ Wood Stone
Pattachitra, Stone Products, Saura Painting, Dokra Casting/Dokra Jewellery, Filigree Jewellery, etc.
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