Future Group ropes in rural artisans for Ethinicity in Guj

Ethnicity store, part of the Kishore Biyani-led Future Group, has brought together 20 craftsmen and artisans from across Gujarat to showcase their skills and provide a platform for rural art and craft. Once the exhibition concludes, the store plans to continue getting orders for the rural artisans.

The mall's 'Aari Ane Karigari' festival showcases rich Indian craft of embroidery, thereby giving the rural artisans from different parts of the state including Bhuj, Nadiad, Vadodara and Ahmedabad a feel of the mall culture, and thus earn better money for their art and craft.

"The exhibition displays work by local artisans and craftsmen, who are household talents and have never had a platform to showcase their talents. For instance, a Warli painting at the exhibition fetch the artist Rs 40,000 from an individual. This kind of exposure is new to the artist and we continue to provide such orders to them even after the exhibition is over. On the other hand, the customer also gets an opportunity to reconnect with India's cultural heritage, colours, arts and craftsmanship, festivals, fabrics and handicrafts. On display are a variety of products like handmade chocolates, Madhubani paintings, pottery, paper mache work, jewellery, footwear and items of home decor, which are specifically hand made," said Hemang Chawla, concept head of Ethnicity.

Ethnicity store located at Gulmohar Park in Ahmedabad, offers the widest collection of ethnic and fusion wear, jewellery, handicrafts, home decor, beauty products, accessories and gifts.

While retail forms the core business activity of Future Group, group subsidiaries are present in consumer finance, capital, insurance, leisure and entertainment, brand development, retail real estate development, retail media and logistics.

Led by its flagship enterprise, Pantaloon Retail, the group operates over 12 million square feet of retail space in over 63 cities and towns and 65 rural locations across India.