Gurugram (Haryana) [India], March 2 (HBTV): The BMW India Foundation is strengthening its commitment to inclusive and sustainable development by supporting and upskilling traditional artisans across India. With a focus on preserving indigenous art forms while connecting artists to contemporary resources and markets, the Foundation aims to enable sustainable livelihoods and promote upward social mobility within artisan communities.
Launched in 2025, the artisan empowerment programme addresses persistent challenges faced by traditional artists, such as limited access to structured training, contemporary design exposure, and organised market platforms. Through collaborations with experienced implementation partners, the Foundation is helping artisans refine their craft, adapt to evolving consumer demands, and build stable income streams.
Hardeep Singh Brar, President & CEO of BMW Group India, said, “At BMW India Foundation, we deeply respect the incredible craftsmanship and rich traditions of India's artisans. For us, this is not just about preserving beautiful art forms, it's about supporting the talented people who bring them to life. Many of these artisans face real challenges, from limited access to new skills to difficulty reaching bigger marketplaces. We want to help change that by giving them the tools, training, scope for experimentation and opportunities they need to grow and sustain their livelihoods. Programs like Project Chitravan and Project Phulkari are very close to our hearts. They allow artisans to stay connected to their roots while exploring new ideas and designs that appeal to modern customers.”
In central India, the Foundation has partnered with the Craft and Community Development Foundation (CCDF) to implement Project Chitravan. The initiative supports tribal artisans from Madhya Pradesh, Rajasthan, Jharkhand, and Maharashtra who practise indigenous art forms such as Gond, Warli, Bhil, Baiga, Sohrai, and Kohvar. Around 40 tribal artisans are currently being mentored under the programme, receiving structured guidance and contemporary design inputs while preserving the authenticity of their traditional narratives and techniques.
In Punjab, the Foundation has collaborated with the Delhi Crafts Council to revitalise the traditional craft of Phulkari embroidery. The initiative focuses on skill enhancement, revival of authentic techniques, and adoption of sustainable practices, including the use of natural dyes and responsible materials. Around 30 artisans are currently being supported, with efforts aimed at improving product relevance and market access through collaborations with textile designers and training in digital literacy and market readiness.
(ANI)
(ABNI)