Namaste
All About Our Story
It started with a simple observation — despite India’s rich heritage of craft, many artisans struggle to sustain their livelihood. Their art, passed down through generations, was losing relevance in a market driven by mass production.
During early field research, we spoke to artisans who spent months creating pieces that sold for less than the cost of materials. Many had never sold online. Some didn’t even own smartphones. At the same time, urban buyers we interviewed admired “handmade” products but found them either hard to access or too expensive.
KALADHAR: Connecting artisans and communities through design
Keywords - Artisans, crafts museum, ethnographic research, Delhi haat, service design, socio-economic development, comparative study
We often talk about sustainability in products, packaging, or consumption, but rarely in the stories of the people who create. Kaladhar was born from this gap, a service design project that set out to reconnect India’s traditional artisans with modern consumers through empathy, storytelling, and design.
Understanding the Context
We began with desk research and stakeholder interviews — speaking to artisans, customers, NGOs, and market organizers. What struck us was the artisans’ emotional attachment to their work, contrasted with the transactional nature of customer interactions.
Mapping the Landscape
To better understand this ecosystem, we defined primary stakeholders — artisans, customers, e-commerce intermediaries, government agencies, and NGOs. Each had different motivations, but all were connected by a shared challenge: sustainability.
A competitor analysis revealed that existing craft platforms often focused on commerce, not connection. They were efficient but impersonal. The emotional and cultural storytelling that made crafts special was missing.
Finding the Gaps
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Building transparency in artisan stories and product value.
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Improving financial literacy and digital access for artisans.
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Creating shared experiences (like workshops and exhibitions).
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Designing community-driven events that promote craft appreciation.
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Building long-term engagement rather than one-time purchases.
Stakeholder Mapping
We identified six major groups shaping the artisan ecosystem:
Artisans & Craftsmen – The heart of the service, rich in skill but limited by access.
Customers – Curious, but disconnected from the craft’s context.
E-commerce Platforms – Offering reach, but lacking emotional engagement.
Government & NGOs – Supporting livelihoods, yet operating in silos.
Trainers & Mentors – Bridging the skill and technology gap.
Delivery Partners – Managing logistics, often the invisible enablers.
Each stakeholder had different goals and pain points, understanding these helped define the opportunity spaces.
Competitor Insights
Platforms like Craftsvilla, Okhai, and Etsy had done well in creating visibility for handmade products. But they treated artisans as vendors, not storytellers.
We realized that commerce alone doesn’t create connection. What was missing was a sense of belonging, a way for customers to feel part of the artisan’s journey.
The Journey Mapping
For Artisans
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Onboarding through local craft hubs or NGOs
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Storytelling & product documentation support
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Training in digital tools and sustainable packaging
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Selling & connecting directly with customers
For Customers
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Discover artisan stories online or at pop-ups
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Participate in live workshops or exhibitions
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Purchase or commission personalized crafts
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Stay connected through updates and events
The Service Ecosystem
Every touchpoint was designed to feel human warm, transparent, and meaningful.
The ecosystem connects artisans, customers, NGOs, and government bodies in a mutually beneficial loop:
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Artisans gain visibility, fair pricing, and access to training.
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Customers receive authentic, emotionally resonant experiences.
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NGOs and Institutions facilitate funding and logistics.
It wasn’t just about buying a product — it was about belonging to a movement.
Outcomes & Reflections
Working on Kaladhar reshaped how I view sustainability and design. It taught me that real impact comes from designing for relationships, not just transactions.
Through this project, I realized that service design can preserve cultural heritage while adapting it for modern contexts.
Kaladhar isn’t just a service — it’s a story of people, pride, and purpose.
It celebrates the beauty of handmade things and the humanity of those who make them.