Over 2,300 artisans and entrepreneurs to showcase 1.8 lakh handcrafted products as Flipkart celebrates India’s cultural heritage
Flipkart will bring India’s rich artisanal heritage to the forefront this Republic Day with the eleventh edition of its flagship Samarth sale event, ‘Crafted by Bharat’ 2026, scheduled for January 26.
The curated sale will feature a dedicated Crafted by Bharat storefront across Flipkart’s app and website, showcasing more than 200 traditional art forms and 1.8 lakh unique handicraft products created by over 2,300 artisans, weavers, NGOs, self-help groups (SHGs), emporiums and women entrepreneurs from across the country.
Anchored in Flipkart Samarth—its flagship inclusion programme launched in 2019—the 2026 edition places a special focus on women-led enterprises from Tier II and Tier III regions such as Kannauj, Bhuj, Bhadohi, Hathras, Hisar, Madurai, Chitrakoot, Ramanagara, Ghazipur, Ujjain, Churu and Ratangarh. The initiative aims to celebrate Indian craftsmanship while enabling sustainable livelihoods through e-commerce.
The sale will spotlight culturally significant art forms including Warli, Patachitra, Madhubani, Pichwai and terracotta, alongside handloom products, regional paintings, wooden crafts and toys made from soft ivory wood. Products on offer span categories such as furniture, furnishings, home décor, kitchenware, apparel and lifestyle goods.
According to Flipkart, the event will see participation from both government-backed and private brands, as well as local businesses, with the potential to positively impact more than 1.9 million livelihoods. With over 300 new sellers joining this year, the Republic Day edition is expected to provide customers with a wider selection of authentic, handcrafted products from across India.
As part of Flipkart’s broader strategy to empower MSMEs and artisans, the platform will offer participating sellers pan-India market access, optimised pricing support, platform-led promotions and dedicated onboarding and account assistance to help them build long-term digital businesses.
Aprajeeta, founder of CraftcartIndia and a seller on the Flipkart platform, said the Samarth programme had helped level the playing field for small, bootstrapped entrepreneurs. “In an online world flooded with mass-produced replicas, the Samarth tag assures customers that they are supporting a genuine homegrown business and purchasing authentic handmade products. The programme’s reduced commissions, cataloguing assistance and dedicated account support have allowed us to focus on creating unique décor items and handmade jewellery,” she said.
Launched in 2019, Flipkart Samarth is a nationwide initiative designed to create growth opportunities for MSMEs, artisans and underserved communities through e-commerce. The programme currently supports over seven million livelihoods, with beneficiaries reporting business growth of up to 300 per cent, as it works to build inclusive, sustainable digital enterprises across India.
