“There was a time when orders stopped coming. The demand vanished, and I believed I had no selection however to depart my artwork behind. With out work, how might I feed my household or preserve the custom alive?” says Sanjay Sangle, a Warli artist from a small village in Maharashtra’s Raigad district.

His story will not be distinctive. Throughout India, hundreds of tribal artisans have confronted related hardships lately. The rise of mass-produced items, shifting client preferences, and altering city tastes have pushed many conventional crafts to the brink of extinction.

Generations of heritage, preserved via affected person handwork, appeared prone to disappearing. For artists like Sanjay, whose Warli work embody the tribal heritage of Maharashtra, this era was particularly grim. The intricate patterns and symbolic imagery that when adorned houses and festivals light into obscurity as monetary struggles mounted.

But, amid these challenges, a brand new story started to emerge — considered one of resilience and hope, pushed by people decided to maintain historic crafts alive. On the coronary heart of this story is Shweta Menon, founding father of Really Tribal.

Roots in Chhindwara: Heritage and goal

Shweta hails from Chhindwara in Madhya Pradesh, nestled in considered one of India’s largest tribal belts and as soon as the capital of the Gondwana kingdom. For her, tribal life was not unique however an on a regular basis actuality. “We noticed tribal life not as one thing distant however as a lifestyle,” she displays.

Although Marwari by heritage, her household lived alongside tribal communities, naturally absorbing their tradition. She says, not like the stereotype of Marwari households, her household positioned a robust emphasis on schooling.

“Training was every thing to us. The elders in our household all the time inspired us to check and excel. It gave me a broad perspective and the boldness to dream past the quick,” she tells The Higher India.

Nonetheless, her coronary heart was drawn to the humanities and crafts round her. A dialog together with her father, Ramnarayan Maheshwari, gave her readability. “My father as soon as instructed me — anybody can increase their very own youngster, even a cow can try this. But when I may also help another person to boost their youngster, assist individuals exterior my family, then I can deliver an actual distinction.”

“That modified how I noticed enterprise,” she says. “I didn’t wish to solely promote merchandise, I needed to construct a platform that genuinely helped individuals, giving them dignity and financial independence.”

Her husband, Ranjit Menon, has been a strong supporter of this imaginative and prescient from the start. A fellow IT skilled, he supplied strategic steerage and ethical assist all through this journey. “His perception within the trigger and sensible insights have helped form Really Tribal into what it’s at the moment,” she shares gratefully.

Figuring out the artisan world: Harsh realities

Shweta’s entry into tribal crafts was not unintentional; it was a revelation. Early on, she purchased a handcrafted piece from a tribal artisan neighborhood, captivated by its intricate magnificence and cultural depth.

Nevertheless, her preliminary pleasure quickly turned to disillusionment when she learnt the darkish reality behind the craft’s journey to market.

“The artist who created that piece was paid solely a tiny fraction of the ultimate promoting value,” she remembers. Middlemen dominated the provision chain, leaving artisans with little for his or her immense labour.

Artisans confronted delayed funds, inconsistent orders, and undervalued gross sales. “Shopping for a craft or two was not sufficient. There needed to be a greater method, one which revered the dignity and abilities of the artisans,” she says.

Thus, Really Tribal was born in July 2015 — a platform connecting artisans instantly with shoppers, eliminating exploitative intermediaries, and creating consciousness about vanishing artwork types.

“Whereas we’ve got made progress, many artisans nonetheless face these challenges. Our mission continues to construct sustainable livelihoods and revive pleasure in these timeless crafts,” she admits.

Leaving expertise behind

Earlier than Really Tribal, Shweta constructed a profession in laptop engineering at TCS. However she needed to attach her work with individuals and heritage. “Know-how is fascinating,” she explains, “however I realised I needed to attach my work with actual individuals and heritage.”

Her resolution was deeply valued by artisans. “Outsiders usually view our crafts as mere merchandise, failing to recognise the sweat and talent concerned,” says Sanjay. “Shweta ma’am’s option to work with us confirmed her respect for our artwork and lives. This encouragement has impressed me to pursue Warli artwork with renewed ardour.”

The exploitation hole

She remembers one incident that uncovered the hole between market worth and artisan earnings. “Round 2013 or 2014, throughout a go to to a museum, I purchased a few work from an artist. Later, I noticed related items on-line being bought for round Rs 15,000 every. Curious, I requested the artist in regards to the distinction.”

“He instructed me with a smile {that a} large purchaser had bought his work, however he had acquired Rs 2,500 per portray. That second was a stark revelation,” she says.

Though entry and earnings have improved, she admits exploitation persists. “It stays an ongoing problem that we’re dedicated to addressing, regularly making an attempt to advertise larger transparency and equity.”

Altering attitudes in direction of craft

Initially, many artisans didn’t need their kids to inherit the commerce, associating it with poverty and hardship. However as Really Tribal grew, perceptions began to shift. “Now, many need their kids to be taught and carry the legacy ahead,” says Shweta.

Yogesh Malakar, a 26-year-old younger Pichwai artist from Rajasthan, agrees. “I need the younger individuals in my village to know the worth of our conventional artwork. It warms my coronary heart to see them, each ladies and boys, some as younger as 19 years, come to me with real curiosity and enthusiasm to be taught.”

Greater than a market

After scuffling with exhibitions and direct gross sales, Really Tribal pivoted in 2018–19  in direction of  B2B partnerships to construct extra sustainable and long-term progress with corporates, Occasions, export homes, social organisations, and enterprise networks. Because the founder explains, “We realised that reaching out to corporates, occasions and export homes would create regular demand and extra alternatives for our artisans. Exhibitions have been vital, however constructing lasting partnerships was the important thing to actual affect. This mannequin additionally helps in increasing the attention of the Indian craft within the  massive cities, which is in any other case very much less.”

Her in depth travels to artisan hubs, from Nirona village in Kutch to museums and craft centres throughout India, helped construct trusting relationships with craftspeople. She shares, “Each time I journey, I make it some extent to go to native artisans and their workshops. These connections are the center of Really Tribal; they assure our work stays rooted in authenticity.”

The platform collaborates intently with artisans to design and develop new items, balancing innovation with custom.

Transparency is central to the platform’s ethos. “We by no means negotiate with artists under honest charges. I imagine in full transparency; artisans know precisely what they earn and the way merchandise are priced. That belief retains our neighborhood robust and dedicated,” she says. Many artisans who joined years in the past proceed to work with them, benefiting from each stability and the liberty to tackle extra work.

Really Tribal helps over 150 artisan clusters, comprising greater than 500 artisans throughout 18 states in India. These artisans characterize over 25 conventional Indian artwork types — together with Warli, Pichwai work, terracotta pottery, bamboo crafts, tribal jewelry, and lots of others. Many of those artwork types have origins courting again a minimum of 300 years and even hundreds of years, preserving centuries of cultural heritage.

Impression At Scale: 

Artisans are paid on a mission foundation, with earnings various based on the complexity and scale of labor. Some artisan clusters now earn between Rs 1–10 lakh yearly, with a couple of crossing Rs 10 lakh.

One notable latest achievement was fulfilling a bulk order of over 1,00,000 pens and keychains, every adorned with intricate tribal motifs. This huge order, positioned with Sanjay Sangle and his group, marked a turning level for a lot of artisans who had struggled to seek out regular work.  This order helped Sanjay Sangle kind a cluster of 15–20 ladies artisans in his village and practice them on this artwork. “Monetary stability is one facet, however the social affect is even larger. When ladies artisans earn their very own revenue, they achieve respect of their households and communities. They develop into decision-makers and changemakers,” Sanjay provides.

In FY 2024-25, Really Tribal income crossed Rs 1.25 crore collectively, instantly bettering entry to livelhood, schooling, healthcare, and vitamin for artisan households.

Custom meets innovation

Sanjay, who started Warli artwork in 2002, discovered renewed goal via Really Tribal, particularly throughout COVID-19, when Really tribal educated related artisans in conducting on-line artwork masterclasses. He started on-line workshops, increasing the craft’s attain.

Yogesh tailored Pichwai work for contemporary houses, creating utility coasters, trays, and keyholders, to décor for contemporary houses. “Custom doesn’t imply standing nonetheless. With the fitting assist, we will innovate and develop,” he says.

Company companions like Vulkan India have been essential. “For over 5 years, we’ve got chosen Really Tribal for our gifting,” says Rajesh Mishra, MD of Vulkan India. “Our international guests, particularly from Germany and the USA, recognize these handcrafted objects. Many show them proudly of their houses.”

A collector himself, Mishra owns 125 handcrafted items. “These crafts carry tales, heritage, and id. Giving such items uplifts the communities behind them.”

“My spouse and youngsters love the handicrafts at house. Every time guests come, they all the time discover and ask in regards to the origins, the place in India these items come from, and who the artisans are,” he provides. As Shweta says, “That is exactly what Really Tribal is aiming to attain, the place these artwork items develop into the dialog level at house and workplaces.”

This curiosity displays a broader pattern amongst acutely aware Indian patrons who search not simply stunning objects but in addition significant connections to the craft and its makers. Mishra additionally remembers selling Indian artwork as items for his daughter’s marriage ceremony, an instance of how these crafts are being woven into private and cultural celebrations.

He praises Really Tribal’s comfort, noting immediate supply and simple ordering from pictures, encouraging ongoing collaborations.

A shared accountability

For Shweta, preserving crafts begins at house. “COVID-19 made me mirror severely. India is the most important client market. If we devour and present our personal handicrafts, we maintain livelihoods and strengthen neighborhood id, whereas retaining enterprise helpful on the similar time.” ”

The story of Really Tribal highlights that preserving India’s tribal and folks heritageis a shared accountability. When shoppers, companies, and communities worth handmade items, they honour tradition and uplift artisans.

From hardship to hope, the journeys of artisans like Sanjay, Yogesh, and lots of extra, and entrepreneurs like Shweta, show that custom can thrive at the moment.

Edited by Pranita Bhat