Contemporary style Indian fashion designs from decentralized rural artisan network and self help groups - Innovation @ E2Expo
Updated : November 2020
Contemporary Indian fashion designs from rural women self help groups
Mother Earth is a lifestyle brand for people with an Indian design sense. Mother Earth promotes products made by rural artisans which represent Indian designs in a contemporary sense. It manages a network of decentralized artisans from villages across south India, empowering women artisans by encouraging them to form SHGs and providing constant financial support.
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Women traditionally are the producers involved in the production, and MOTHER EARTH has helped to increase the value of this work through design innovation and the reduction of drudgery. It helps in maintaining flow of purchases from artisans by stabilizing the demand for artisanal products. It works both at the production and market ends of complex supply chains to help artisans living below the poverty line to participate in India’s booming retail industry.