Telecom operator Vi has launched a new initiative, “Artisans of India,” to celebrate and support local artisans across the country. Partnering with NGOs, Vi showcased the unique creations of over 60 artisans at its stores in states like Maharashtra, Tamil Nadu, Uttarakhand, Uttar Pradesh, Kerala, West Bengal, and Gujarat.
The initiative features a variety of handicrafts, including hand-painted bags, chikankari embroidery, toys, and decorated diyas. In Kolkata, Universal Smile showcased hand-painted cloth bags at Vi’s South City store, with proceeds supporting an orphanage. In Gujarat, specially-abled children from the Astha Foundation displayed beautifully crafted diyas.
Vi’s initiative aims to preserve India’s rich artistic heritage while empowering local communities. The telecom giant’s stores became vibrant hubs of culture, bringing traditional crafts closer to urban customers. By partnering with NGOs like ESSCENT, Shwwas Samiti, and Disha Shakti Swayam Sahayta Samooh, Vi underscores its commitment to social responsibility.The Artisans of India initiative also resonates in Guwahati, where the market for traditional crafts has been growing. Vi’s collaboration could further boost local artisans by providing a platform that connects them to wider audiences, thus enhancing the market’s vibrancy and reach.
