garvi gurjari

Mobile marketplace Paytm will be opening a branded store called “Garvi Gurjari” which will showcase products from the Gujarat State Handloom and Handicrafts Development Corporation, reports Business Standard. Paytm has signed an expression of interest (EOI) with the state-run handloom corporation and will help indigenous craftsmen and retailers of Gujarat to leverage the large country-wide customer base of Paytm and drive their business beyond their immediate geographical boundary.

The branded store on the Paytm marketplace will sell handloom and handicraft products of Gujarat like patola, mashroo, tie and dye, tangaliya etc. and printworks like Warli, Matani Pacchedi, Rogan etc. among other handlooms and handicrafts made by artisans affiliated with GSHHDC.

It’s also worth noting that Gujarat Handloom and Handicraft Development Corporation (GSHHDC) had planned to launch its own e-commerce portal to reach to a larger audience including overseas and had signed up with e-Bay for the same.

Other deals by online marketplaces to help rural economies and artisans

It’s worth noting that Flipkart has been quite active in this space and has signed up a number of deals to help promote the rural economy and artisans. Though whether it has translated for increased sales for the artisans remains to be seen. Here are some of the deals signed:

– Earlier in February,  Flipkart  signed a memorandum of understanding with the CSC e-governance India Limited to work out a mechanism to help Common Service Centers (CSCs) pan India to leverage Flipkart’s e-commerce platform. The MoU has emphasis on development of ancillary industries (packaging, logistics) and employment avenues in rural areas to help reduce rural migration and enhancing the revenue generation opportunities of CSCs.

– In August 2014, Flipkart signed a deal with the ministry of textiles to list products from rural Indian handloom weavers and craftsmen on its platform. The ministry mentions that weavers will sell their products under their brand name and Flipkart (or its business partners) will set up collection centers to collect theses products from the weavers and artisans.

– Flipkart also signed an  MoU with FISME (Federation of Indian Micro and Small and Medium Enterprises) and NCDPD (National Center for Design and Product Development) in June last year. Flipkart had mentioned that it will be listing products from 50,000 SMEs as part of this initiative. Besides this, it will also provide infrastructural support in data analytics, marketing and customer acquisition.

– Flipkart signed an MoU with the Director General of Employment and Training (DGET), Ministry of Labour and Employment to help Indian MSMEs scale their businesses by leveraging its platform. Through this initiative, Flipkart and DGET are expected to provide basic training regarding e-marketplaces, accounting, cataloguing, logistics, order and returns management, customer handling and warehousing, among other things.

– Similarly, Snapdeal.com had signed an MOU with the Footwear Design and Development Institute (FDDI) and the  Ministry of Commerce and Industry, for training design students. As a part of this deal, Snapdeal also let FDDI students under the social and artisan development program, sell merchandise through its website.