Shibani’s HFH initiative includes artisans, master craftsmen, producer organisations, designers, design studios, retailers, e-commerce platforms, NGO’s, craft institutes, design schools and colleges, media, and other stakeholders.
HFH is working for the resurgence of the craft and handmade sector during COVID crisis and beyond. Shibani believes that making craft a subject in education will enable millennials and future generations to have an appreciation for craft. With this thought process, Hand for Handmade is working towards education, design intervention, market campaigns and repository.
What inspired you to create HFH?
As I sat one afternoon in April, wondering about how the Covid pandemic situation was going to impact my own business, an epiphany happened. I reflected, that I need not think about this problem all by myself. It would be a great idea to understand what others in the industry were thinking. On an impulse, I set up a WhatsApp group of about 40 designers and architects who were from this industry. But, in no time, something incredible happened- the group grew spontaneously to over 250 members. Interior and craft designers, architects, not for profits, members from corporate houses, educationists and media specialists from all corners of India, joined the group to share the same concern and ideate on what we can do collectively. It was as if people were just waiting for this initiative to happen!
Hand for Handmade came together at this moment of crisis. It has taken a life of its own. What was created in April ‘20 as a short-term group, to discuss business issues, can now be termed as a collaborative movement to help the industry. Thanks to the effect of a pandemic and the power of social media!
Ashok Chatterjee, Ex-Director, NID and Advisor to Crafts Council of India and Jaya Jaitley, Founder DastkaariHaat have been involved as mentors in this project so far.
What would be your favourite project done with the artisans so far and why?
We recently created a 12ftx12ft map of India using copper enamelling at the statue of equality in Hyderabad. It is made with glass enamelling on copper with fine wirework which shows all the monuments, animals and rivers of India. This was an interesting project as artisans had never worked on such a big scale and it was a complex process to create the map part by part. It was quite challenging and we did it in 10-12 days’ time.
What were some challenges you have overcome in your journey so far?
I didn’t face many challenges as such but sometimes you have to be an alpha and take on the leadership role to get things done. Most labour and men artisans find it easier to listen to a man than a woman. So you have to push your agenda ahead with certain assertiveness. Being a woman sometimes they take you a little bit for granted. But by being assertive, taking a leadership position and counselling people– you can make them listen to you.
Another challenge faced as a woman is maintaining a work-life balance– looking after your children and managing work at the same time. Sometimes people also question how serious you are regarding a project and do not pay much heed to your ideas. So being a woman entrepreneur comes with its own set of challenges.
Do you recall your first big break in the design space?
I am grateful for the opportunity which allowed us to work on 9 floors of Axis bank with our cultural art. They had an interesting theme of talking about their own corporate culture, community, bonding and creating a culture that is inclusive. So we worked around those ideas and incorporated art from different parts of the country and customised it for office interiors, complementing their multicultural ethos. We innovate and add a modern contemporary touch to the art so that people can relate to it quite well.
What advice would you give for female entrepreneurs, such as yourself, who are just starting out?
I would tell them to persevere and not give up. It is really challenging to balance work and personal life, especially if you are a woman entrepreneur. So I would say just don’t give up, stay on your course and sooner or later you will get there.
Any exciting projects/product lines in the pipeline to watch out for?
Yeah, we have an excellent collection for the export market created with an Italian artist. So that range is coming out soon in Baaya. We have also started to bring out our own furniture and light range offering a lot of customised options in our stores and experience centres.
About the founder:
Shibani Jain, an alumnus of NID Ahmedabad, has worked extensively with Indian arts and crafts for over two decades and is associated with craft groups across the country. Shibani co-founded the Hand for Handmade (HFH) initiative movement, a formalized collective group of over 500 and growing professional individuals and organisations passionate about the craft and handmade industry in India.