Unique venture of Indian entrepreneurs for rejuvenating ethnic crafts eco system earns global accolades
New Delhi: Graamyam is an artistic and entrepreneurial endeavor by an IT professional Biju George and his spouse Rakkee Thimothy, an eminent labour economist. They discovered the traditional art, craft and rich traditions of Kerala in this arena and brought global awareness to it. Graamyam is expanding to other regions of South India and also promoting the ethnic cause and craft internationally by negotiating agreements with world renowned lifestyle chains in the USA.
The significance of Graamyam is integrating neo modern designs with traditional handicrafts. The designs done with a modern global consumer in mind and taking lot of inspiration from nature, are then converted to craft by traditional artisans without affecting their traditional crafting rhythm. This way, they retain their traditional knowledge and their livelihoods and also incorporate modernity. Finding a market and helping the communities to earn livelihood for sustaining their traditional knowledge is the USP of this organisation.
The journey of Graamyam is of empowerment and upliftment of marginalized communities to continue their sustainable and eco-friendly crafts. Their handcrafted product portfolio covers a vast range, from cotton dupattas and sarees, tableware, kitchenware, and home decor. The natural fiber home decor and other items made from kora grass, bamboo, and coir, preserve the authentic artistry of the communities. Graamyam, true to its name, is of the village, respectfully keeping the spirit and integrity of traditional craftsmanship through eco-friendly and sustainable products.
Graamyam work with seven craft communities in Kerala, God’s own country. Graamyam is now diversifying into more craft categories by working with more craft communities. Rakkee, driven by her immense experience and insight as a labour economist, want to enhance the standard of living of women craft persons in the region. She was moved by the sad plight prevailing in the working conditions of the communities and decided that they want to inspire transformation.
Interventions by Graamyam has helped revive dying crafts like the Kannadipaya made by tribal communities. They provide them with needed resources, working capital and training facilities to upskill and update those working in this arena. This famed initiative has become a boon for the ethnic communities by helping them set up shops and guiding them into modern market practices.
Graamyam through its e-commerce platform, makes its unique handcrafted products available globally. Following a strict quality assurance process ensures products are made without using harmful chemicals. Since all products are handmade, there is uniqueness in each product.
Their handicraft product portfolio covers a vast range, from handloom cotton dupattas, sarees, and table mats. The natural fiber home decor, baskets, and other items made from kora grass, bamboo, and coir, preserve the authentic artistry of the communities. Interventions by Graamyam has helped revive dying crafts like the Kannadipaya made by tribal communities. They provide them with needed resources, working capital and training facilities to upskill and update those working in this arena. This passionate initiative has become a boon for the ethnic communities by helping them set up shops and guiding them into modern market practices.
Rakkee and Biju tells about their journey – “We were on a journey through the villages of the state of Kerala, India to discover the soul of the land and enjoy the natural beauty. It soon become a discovery of treasures that could transform the lives of indigenous communities. The journey which began by curiosity became a commitment to help our culture and communities to thrive and flourish in the modern age.”
Graamyam, true to its name, is of the village, respectfully keeping the spirit and integrity of traditional craftsmanship through eco-conscious and sustainable products.
