From The Hands of Rural India
‘Deshaj’ meaning indigenous, is an outcome of the successful revolution run by the people of rural India, most commonly known as ‘untouchables’ or the backward classes. These people of the deprived classes have been trained and nurtured to develop their craft skills and artistic abilities by the support of AIM-Art Illuminates Mankind; a social welfare organisation for artisans and West Bengal Scheduled Castes & Scheduled Tribes Development & Finance Corporation. This artisan led fashion and lifestyle brand has its production unit running in Moram Art, Craft & Wellness Centre near Shantiniketan, a place well known popular for its establishment by Nobel laureate Rabindranath Tagore.
Every individual artisan, specially women from the nearby villages are active members of the Deshaj family and growing entrepreneurs of rural India. Every product is purely handmade with utmost care, dedication and love by these artisans which has been widely appreciated by customers across India. This has led to a strong livelihood model and development for the women artisans in special. Deshaj is not just a brand but a ray of hope that shall keep the passion for art and craft alive in the hearts of thousands of rural artisans in India.
Brand Deshaj is an initiative of West Bengal Scheduled Castes & Scheduled Tribes Development & Finance Corporation and facilitated by AIM-Art Illuminates Mankind; a social welfare organisation for artisans in India has a network of almost 50,000 artisans all over India, working with various art and craft forms. This wide experience and learning about Indian art and craft has led to the development of brand Deshaj, which is a visionary project to generate livelihood, self-sustainability and financial growth for the rural artisans of India. The aim is also to revive and capitalise the diversified richness of Indian art, craft and cultural heritage.
Every month, specially designed training programmes are organised in collaboration with expert trainers and designers so as to develop more and more skilled artisans who eventually become part of the Deshaj family, creating a livelihood for herself and her family. This initiative inspires women of various villages to come forward and prove their ability on grounds of gender equality and social bonding. Also, every Deshaj product that sells, a part of its revenue goes for the development of the ‘I Love My Tribe’ project; an initiative to support the Backward Classes of India.