The discovery of e-commerce portals last year came as a boon to Himanshu. The 29-year-old’s family had been making door mats and wall hangings for the last three generations. But he was the first to break ties with the ancient practice of going door to door for selling rugs and to establish an online platform for his products.
The joy, however, seemed short-lived when the demonetization drive was announced just a few months later. Sales dropped significantly as many portals stopped the Cash On Delivery service. But lurking around the dark cloud was a silver lining. Soon, as people became more familiar with cashless modes of payment, Himanshu’s business started soaring like never before.
“My products are available online and the portal makes payments on a regular basis. The portal has helped me reach out to more customers and increase my earnings,” he said.
Like Himanshu, for hundreds of local artisans and weavers living on the outskirts of the city, the demonetization drive came as an opportunity disguised as a setback. The e-commerce portals even removed the scourge of middlemen, who used to eat into the earnings of artisans and weavers.
Chandan, 27, a resident of Seelampur, learned the art of weaving bags and purses in a factory where he was employed. His middleman Pranay, who owns online store RCI Handicrafts, introduced him to the world of technology, helping him promote his product.
“In the intial days after demonetization, online store TrendyBharat closed the Cash On Delivery (COD) service. But soon, all issues related to the mode of payment were resolved. E-commerce has given us more exposure. Now, we get orders from several locations from neighbouring states, besides the local market,” he said. The first in his family to go tech-savvy, Chandan hopes to set an example for the coming generations.
The Digital India campaign and the far reach of the Internet has turned things around for many. Harleen Kaur, CMO of online portal TrendyBharat, said: “The handicraft industry in India is growing at a steady pace. What is actually required to preserve this sector is the exploration of the right path. We believe in promoting the traditional market and want to serve as a medium to provide exposure to the work of local artisans.”
Source: dnaindia.com