Promoting Eco-Friendly Crafts like Kalamkari

4

Design Innovation and Product Diversification

While preserving traditional designs is important, innovation can open new markets. Artisans and designers should collaborate to diversify product ranges – beyond sarees and panels, Kalamkari motifs could adorn handbags, footwear, stationery, or apparel like jackets that appeal to younger consumers. Introducing contemporary color palettes or abstract designs using the same natural dye technique could attract global fashion brands. Such innovation must be done carefully to respect the craft’s integrity, but when done right (as some brands have), it can greatly increase demand. Design workshops and residencies that bring young designers to work with Kalamkari artisans (and other craft clusters) can spark fresh ideas and foster mutual learning. This keeps the craft dynamic and adaptable.

5

Capacity Building and Youth Engagement

Many artisans are older, and younger generations may be hesitant to continue craft work if it’s not sufficiently profitable or “aspirational.” To address this, provide capacity building – training in not just craft technique, but also in business skills, digital literacy, and language skills for dealing with clients. Mentorship programs could pair veteran artisans with young apprentices in a structured way that also includes education about entrepreneurship. Showing viable income examples (like artisans earning a good living) will encourage youth to see a future in crafts. Additionally, incorporating craft education into school or college curricula (e.g., design institutes working with artisan communities) can elevate the status of these skills. Recognizing master artisans with awards and media spotlight also gives the craftsperson due respect in society, which can inspire the next generation.

6

Community Tourism and Experiential Marketing

Promoting craft tourism can both increase sales and provide supplementary income. Srikalahasti, for instance, could be marketed as a heritage crafts village where visitors can watch the Kalamkari process, take workshops, and buy directly. Eco-tourism tie-ins (given Kalamkari’s environmental angle) might attract international tourists interested in sustainable living. When consumers directly experience the effort and natural process behind the craft, they develop a deeper appreciation, leading to word-of-mouth promotion. Storytelling through short documentaries, YouTube videos, or social media series featuring the artisans, their village, and the environmental benefits can similarly create a connect with global audiences. Such experiential narratives often resonate more than plain advertising.

7

Linking Crafts to Sustainability Goals

Finally, reframe and promote traditional crafts as part of the solution to climate change and sustainable development. Policymakers and industry leaders should consider channeling CSR (Corporate Social Responsibility) funds or green funds to artisan clusters that use eco-friendly practices. Fashion brands aiming for sustainability can be incentivized to source from crafts (for example, a brand replacing synthetic prints with Kalamkari panels on their garments). International bodies and NGOs working on climate action can include crafts in their programs – e.g., training other communities in natural dyeing techniques, or funding research into improving natural dye yield. By explicitly linking crafts to the green economy, they can attract new forms of support and recognition. The British Council-Fashion Revolution study (2022) on crafts and climate resilience in India advocates integrating the craft sector into broader climate action plans​– an approach that would both preserve cultural heritage and advance environmental objectives.

PC : Malini Divakala