Amazon India’s bi-annual celebration of traditional craftsmanship, Karigar Mela, is set to return with its 2024 edition, themed ‘Thriving Sustainability with Handmade.’ Scheduled for 11 April 2024, the event aims to spotlight India’s diverse crafts and artisans while promoting sustainability, eco-friendly materials, and recycling techniques within the handmade industry.
With over 2000 sellers participating, showcasing a diverse range of over 2 lakh products, the Mela provides a significant platform for artisans to reach a wider audience.
The focus of this year’s Karigar Mela is on honouring handmade goods and the rich cultural heritage of India in a sustainable manner. Through the support of Government and Social Enterprise Partners such as NRLM, NULM, GAME, Deasra, among others, artisans are encouraged to utilise natural and eco-friendly materials, prioritise local production, and champion livelihoods within artisan communities.
By employing renewable and biodegradable materials like cotton, wool, linen, and silk, grown or harvested without harmful chemicals, artisans uphold centuries-old traditions while contributing to environmental conservation and social welfare.
This emphasis on sustainability underscores Amazon India’s commitment to empowering skilled artisans and preserving India’s cultural heritage.
Gaurav Bhatnagar, Head of Seller Acquisition and Development at Amazon India, expressed the company’s dedication to supporting India’s artisans, stating, “Karigar Mela is a testament to our unwavering support for these talented artisans, providing them with a platform to showcase their exceptional craftsmanship to a global audience.”
Launched in 2017, the Amazon Karigar programme facilitates small businesses and specialised micro-entrepreneurs, including weavers and artisans, to benefit from e-
commerce and grow their businesses. Today, the program impacts over 1.8 million artisans with a selection of over 200,000 unique handmade products, spanning handloom, handicraft, hand-processed beauty & gourmet products, and over 470 unique arts and crafts from across the country.
As Karigar Mela continues to promote sustainable craftsmanship and empower artisans, it not only fosters economic growth but also plays a crucial role in preserving India’s cultural identity for generations to come.
