Weaving Art and Empowerment Sufiyan and Juned KutchiBazaar

In the enchanting land of Kutch, known for its ethereal beauty and the mesmerizing Great Rann of Kutch, a different kind of magic unfolds. Here, artisans skillfully craft exquisite treasures rooted in centuries of tradition. Among these artisans’ staunch advocates are Sufiyan Khatri and Juned Khatri, the visionaries behind KutchiBazaar, an online marketplace dedicated to preserving the rich heritage of Kutch’s crafts.

Land of Timeless Crafts

Kutch is renowned for its Great Rann, a vast salt desert that stretches as far as the eye can see. Yet, beneath this natural wonder lies another treasure trove—the artisanal crafts of Kutch. These crafts have garnered global acclaim but have also been mired in challenges, particularly during the COVID-19 pandemic.

The Artisanal Struggle

The life of Kutch’s artisans is far from easy. While their intricate creations find their way to big brands and markets worldwide, these artisans often toil for daily wages, struggling to secure a stable livelihood.

Sufiyan Khatri hails from a family with an illustrious legacy in Ajrakh block printing, spanning an astonishing 11 generations. Ajrakh, an ancient craft, is deeply ingrained in the cultural fabric of Kutch. Sufiyan’s journey involves collaborating with a group of artisans in Ajrakhpur to supply hand block printed fabrics and products from Kutch to companies across India.

Setback amidst Success:

In January 2020, Sufiyan’s business was thriving. However, when the COVID-19 pandemic hit India in March 2020, it brought commerce to a standstill. Orders worth lakhs remained unclaimed, posing dire consequences for Sufiyan and the 150 artisans who depended on this income.

During a fortuitous encounter at a family wedding in December 2020, Sufiyan met Juned Khatri, a family friend. Conversations kindled their shared passion for Kutch’s crafts and the hardships faced by artisans. This meeting sowed the seeds of KutchiBazaar, a platform dedicated to artisans’ empowerment.

Celebrating Kutch’s Crafts:

KutchiBazaar, launched in March 2021, is an e-commerce platform that showcases the diverse crafts of Kutch. From Ajrakh and Bandhani to Batik, Shibori, and Bhujodi, the platform offers a wide array of products, including fabrics, suits, stoles, sarees, accessories, and home furnishings.

KutchiBazaar doesn’t just sell products; it provides artisans with due recognition for their craftsmanship. By sharing the stories behind each creation, the platform helps consumers make informed choices, boosting artisans’ confidence and ensuring that customers appreciate the creators behind the crafts.

Blossoming Venture:

In a short span of nine months, KutchiBazaar has seen encouraging results, with approximately 900-950 orders per month. The return rate among customers is a mere 10-15 percent, significantly lower than industry standards, a testament to the platform’s authenticity and quality.

KutchiBazaar’s impact extends beyond India’s borders, with its products being sold internationally. The founders leverage digital media and marketing to educate customers about the intricacies of handwoven fabrics and block printing.

The Road Ahead:

KutchiBazaar’s monthly revenue hovers around Rs 20-25 lakhs, an impressive feat for a bootstrapped venture. The founders have invested Rs 50 lakhs of their capital and are now exploring opportunities to list their products on platforms like Amazon and Mirraw.

The Ajrakh craft, with its roots dating back centuries, faced a decline in the 1950s. However, Sufiyan’s family played a pivotal role in reviving and diversifying it. Today, Ajrakh finds expression in sarees and dupattas, a testament to its enduring legacy.

 Challenges in the Digital Age:

One of the challenges Sufiyan faces is conveying the value of handmade products to customers in a market flooded with digital prints. Distinguishing handmade creations from mass-produced alternatives is essential, but it often comes at a higher cost.

The presence of counterfeit products in the market adds to the artisans’ burdens. Additionally, logistical challenges hinder timely deliveries, impacting customer satisfaction.

Striving for Global Reach:

Sufiyan and Juned envision KutchiBazaar as a global ambassador of Kutch’s crafts, aiming to onboard more artisans and expand the reach of these exquisite creations.

As KutchiBazaar continues its remarkable journey, Sufiyan and Juned Khatri are set to scale greater heights, fueled by their unwavering commitment to empower artisans and celebrate the timeless crafts of Kutch.