Vi, one of India’s leading telecom operators, has unveiled its latest initiative, “Artisans of India,” aimed at promoting and preserving the country’s rich artistic traditions. In collaboration with several NGOs, Vi is showcasing the work of over 60 artisans across its stores in 12 states, including Maharashtra, Tamil Nadu, West Bengal, and Gujarat. This initiative features an array of traditional crafts, from hand-painted bags and chikankari embroidery to decorated diyas, bringing these unique creations closer to urban consumers.
Vi has partnered with NGOs like Universal Smile, ESSCENT, and the Astha Foundation to support artisans from marginalized communities. For example, at the South City store in Kolkata, Universal Smile displayed hand-painted cloth bags made by women, with proceeds aiding an orphanage. In Gujarat, specially-abled children from the Astha Foundation showcased intricately decorated diyas.
The initiative resonates strongly in Siliguri, where demand for authentic, handcrafted products is on the rise. Vi’s platform provides artisans with an opportunity to tap into this growing market, potentially boosting local economic development.
