IKEA launches HANTVERK in India
With roots in Scandinavian handicraft design and inspired by local craft techniques from around the world, HANTVERK is not only a handcrafted collection – it also creates jobs for where it’s most needed!
IKEA, the world’s leading multichannel home furnishings retailer, today unveiled a new limited-edition collection named HANTVERK - meaning ‘handicraft’ in Swedish.
HANTVERK consists of cushion covers, throws, baskets, bowls, vases and more - all in natural, sustainable materials like banana fibre, handmade paper, ceramics and cotton. For HANTVERK, IKEA collaborated with various social enterprises based in India, Thailand and Jordan - all adding their unique touch to the products. Inspired by Scandinavian design aesthetics and designed by Iina Vuorivirta, the handicrafts tell the story of successful collaboration, niftiness, great quality, and life-changing new opportunities for the social entrepreneurs who worked on this collection, 85% of which are women.
The social entrepreneurs that IKEA collaborated with to create HANTVERK have several business ideas that are based on creating jobs in regions where they are most needed, and for people that need them the most. Through partnerships with social entrepreneurs, IKEA does not only get a chance to create jobs but also to contribute to increased inclusion, equality and women’s empowerment.
Speaking on this collaboration, Mia Olsson, communication and interiors manager at IKEA India added, “We are delighted to launch HANTVERK in India. The collection has helped us create sustainable livelihoods and provide economic empowerment to the local communities that we operate in. If IKEA can be a part of making social business mainstream and sustainable in the long run, it’s fantastic. IKEA actively collaborates with skilled artisans from social entrepreneurs regularly, because it not only brings the modern and the traditional together - but helps us to create a direct connect with our local customers, who have shown much interest in our Swe-desi (Swedish and Indian) range of products.”
In India, IKEA has collaborated with Industree Foundation, a Bengaluru-based non-profit organisation which builds sustainable livelihoods in the creative manufacturing sector and Rangsutra, a non-profit organisation that works to bridge the gap between rural artisans and global consumers in order to develop sustainable livelihoods and revive India’s rich craft heritage.
Industree has worked on the beautiful, handwoven baskets made of sustainable banana fibres and priced at Rs.399/-, Rs.499/- and Rs.599/-. The Indian range inspired by the traditional Scandinavian birch bark baskets are handmade by Kavitha Nagaraj, a basket weaving artisan working for Industree.
Rangsutra, on the other hand, has worked on handmade cushion covers which come with an interplay of warm, earthy shades of red, blue and white. The cushion covers are priced at Rs.799/- and Rs.899/-
Neelam Chhibber, co-founder and managing trustee at Industree Foundation, said, “It’s a great opportunity to work alongside IKEA in creating such beautiful collections. We got to work with an IKEA designer to come up with these unique products. This collaboration has helped our artisans to grow and earn a livelihood for themselves, which makes them financially independent. With IKEA, we have had a long-term association, this being the seventh collaborative collection. The best part about HANTVERK is how we got to marry modern Scandinavian design aesthetics with local Indian manufacturing sensibilities.”
Sumita Ghose, founder and managing director, Rangsutra, said, “The Hantverk collection enabled the handloom weavers and women artisans to get the much-needed work in their own villages. It was also an encouragement for other artisans who showed increased interest in working at the village centres instead of migrating to the city in search of work. The artisans feel proud and happy that products made by them are reaching homes around the world.”
Since 2013, more than 20,000 artisans and small-scale farm holders get a steady income through collaborations with IKEA. Over 5,100 people are involved in the production, creating the handcrafted products sold at IKEA – HANTVERK as well as INNEHÅLLSRIK cushion covers and HEMGJORD banana fiber tray.
HANTVERK also features products created by Doi Tung DP from Thailand and the Jordan River Foundation from Jordan. The collection will be available at the Hyderabad store from November 6th onwards.
For more ideas and inspirations, please visit: https://www.ikea.com/in/en/
For information on the collection, please visit: https://www.ikea.com/in/en/news/hantverk-made-by-hand-pub224c1831
ABOUT IKEA & IKEA INDIA
The IKEA vision is to create a better everyday life for as many people as possible through its well-designed, functional and affordable, good quality home furnishings produced sustainably.
The Ingka group currently has 367 IKEA stores in 30 countries with a sales volume of 37.1 billion euros. 838 million customers visited IKEA stores in FY18, and 2.35 billion people visited IKEA online. Their 1,58,400 co-workers from all over the world are the inner strength of IKEA, sharing fundamental humanistic values of togetherness, humility, simplicity, cost-consciousness and common sense.
The Ingka Group has been sourcing from India for over 35 years for its global stores. There are 60+ suppliers with 45,000 direct employees and 4,00,000 people in the extended supply chain in India today. The first IKEA store in India in Hyderabad completed a year in August. The group has now entered the Mumbai market with an online first approach even before setting up physical stores. It will extend its online presence to Hyderabad and Pune during 2019. The Ingka group plans to open many meeting points with a multi-channel approach across Indian cities with the ambition to reach 100 million people in the coming few years.