How Google Arts & Culture is doing its bit for Indian crafts traditions

A new online repository reminds us about the rich crafts traditions in our backyard, thereby helping artisans too, says Ritwik Sharma

Most of us are aware of the all-round benefits of neem or bamboo, and even buy them in various forms from food to furniture. A lesser known entity, the Ramie crop, may well become a similar household name as its fabled properties are tucked into an online project launched by Google Arts & Culture to promote Indian crafts.

If you flip through the images and stories of the "Crafted in India" exhibits, the detailed information — such as how the grass plant's stalk is used to make fibre (used worldwide to make parachutes) and its leaves consumed as local delicacies — about a successful community project in Meghalaya will perhaps tempt you to add the Tura and Garo Hills to your must-visit list.

Jaya Jaitly, president, Dastkari Haat Samiti, pointed to the Ramie grass example at the launch of the platform in New Delhi this week. Google Arts & Culture has partnered with the Dastkari Haat Samiti and the tourism ministry's Incredible India! campaign for the project that stores more than 280 online exhibits, with over 11,000 images and videos that tell the stories of craftspeople from across India.

The platform, a part of the Google Arts & Culture website (https://artsandculture.google.com/project/crafted-in-india), has rich user-friendly content with features such as being able to view all the art and craft available in a common shade by clicking on a colour palette. Emphasising that we ourselves are ill-informed about our crafts heritage across the country, Amit Sood, senior director, Google Arts & Culture, said the project aims to open up India to Indians before reaching out to potential tourists worldwide.

Channapatna toys - traditionally known as keel kudure

Jaitly, the creator of the crafts bazaar Dilli Haat in South Delhi, confessed that she used to believe that technology was gradually killing traditional handicrafts. But, she added, artisans can be reassured that Google is featuring their work on a huge platform and taking forward a promotional campaign that she has been part of for over four decades.

Success for artisans is manifold, she says. Citing the example of the centuries-old Sozni embroidery of Jammu and Kashmir, she says the intricate craft embodies a search for excellence where even knitting a single shawl takes months. One also needs to have faith in our heritage and community support, reflected among the bell metal artisans of Payyanur in Kerala.

"When you find the market, there is innovation in products," she said, giving the example of the decorative ants, bees and butterflies made of iron by the Gadhiya Lohars, itinerant blacksmiths from North India. "Tourists want to know about our way of living, crafts, cuisine, language, dressing. These are what constitute culture," she added.

For artisans, the Google initiative promises a direct connect with the tourist/buyer and a wider market. Hazari Lal, 35, a Gadhiya Lohar from Jaipur, said his family traditionally made farming tools. But metal craft meant for household décor has picked up gradually. These are available in Dilli Haat, besides stalls in other cities. 

Kauna grass craft - women selling kauna basket at ima market

 

“We are hopeful that the Google project will popularise us further in India and abroad,” he said.

Some artisans are not looking for recognition of their arts so much as a push for better quality and standardisation. For instance, Channapatna in Karnataka is well-known for its toys, conceptualised by Mysore ruler Tipu Sultan back in the 18th century. However, improvement in product quality is vital, pointed out Salma, an artisan from the toy town. Only then will customers pay a good price without complaints, she added.

 

Channapatna receives many buyers who may not always approach the right vendor, she said. “There are a lot of stores, but 80 per cent of the products are from China. We try to tell this to tourists.”