Published
Jul 17, 2017
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Anita Dongre says Whatsapp will revitalise the Indian craft market

Published
Jul 17, 2017

Speaking at a panel on innovation and entrepreneurship at the Ficci- IIFA Global Media Forum on Friday, Anita Dongre spoke about how technology helps her to work with local artisans.


Anita Dongre is using Whatsapp to work with traditional weavers in rural India - Anita Dongre


As a designer that champions local Indian made textiles and often uses them in her garments, Anita Dongre has had a lot of experience working with rural weavers and textile producers. These workers often live in remote areas and so it is challenging to oversee the work they are contracted to do. However, she said that with the increased popularity of messaging services such as Whatsapp, it is now far easier to monitor their work and keep in contact through the exchange of photos and messages. She believes that this shift will help the market to grow and even create more employment opportunities.

“Weavers from Benares… just show me samples at a click over Whatsapp while I am sitting in New York,” said 
Dongre, who recently opened a store in New York for her Grassroots label. This enables her to run her operations remotely, calling Whatsapp a “saviour.” Dongre mentioned that she wants to help create employment through her brand, especially in rural India, and sees technology as the way to make that happen. This follows the trend of an increase in traditional textile production due to increased demand online which could lead to a renaissance in the struggling traditional weaving industry.

Anita Dongre has been designing for over 30 years and opened her first flagship store in America in New York this month. Dongre is from Mumbai and studied at SNDT Women’s University. 

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