Rajesh Verma is the Secretary and Executive Director of Akhil Bhartiya Garmin Utahan Samiti (ABGUS).
Traditional customs in India are more than just a means of earning a livelihood; they represent dignity, cultural identity, and a powerful vehicle for change. They grant a woman dignity and a sense of identity within society. Supporting and nurturing women’s creative expressions can pave the way for our society to move in a positive direction and transform the lives of rural women while preserving India’s rich cultural heritage.
India has an invaluable heritage of traditional arts and crafts, passed down through generations. These crafts, which reflect the soul of our history, are not only a source of income but also a means of cultural pride for women in rural areas. As our society moves towards greater gender equality, it is vital that we empower women to leverage these artistic talents, allowing them to thrive in a world where they are claiming their rightful freedoms.
Empowerment is a journey, not a destination. It is not a single achievement, but a series of breakthroughs in multiple dimensions. For rural women, economic empowerment is key to self-reliance. When a woman earns an income, she enhances her family’s quality of life, fosters personal growth, and becomes a valuable economic contributor.
This transformation goes beyond money; it leads to increased self-esteem and respect within her community.
A great example of this empowerment model is the work done by various NGOs and institutions across India. Many of these organisations have successfully guided rural women, providing them with the tools needed to navigate both domestic and international markets. Through art exhibitions and fairs, rural women can showcase their work, gain recognition, and grow their businesses. This visibility not only boosts their income but also reinforces their self-worth and confidence.
Along with providing economic self-reliance, art also plays a significant role in the social empowerment of women. A woman’s confidence is bolstered when she displays her artwork, altering the perception that society has of her. Talent can serve as a powerful channel for women to express themselves in a culture where they often struggle for significance and identity.
A great example of this empowerment model is the work done by various NGOs and institutions across India. Many of these organisations have successfully guided rural women, providing them with the tools needed to navigate both domestic and international markets. Through art exhibitions and fairs, rural women can showcase their work, gain recognition and 
grow their businesses. This visibility not only boosts their income but also reinforces their self-worth and confidence.
In today’s digital age, the role of e-commerce platforms is extremely important. They provide an unprecedented opportunity for rural women to reach global audiences, transforming them into global entrepreneurs and opening new revenue streams that were previously unimaginable.
Success stories from rural India are shining examples of what can be achieved when women are given the opportunity to thrive in their craft.
Madhubani District, Bihar
Women in this district have embraced traditional Madhubani painting, turning it into a source of significant income. Some have earned lakhs of rupees by selling their art, both in national and international markets. Beyond financial gain, this craft has provided these women with a global platform, empowering them to share their cultural stories with the world.
Patola Weaving, Gujarat
Female artisans in Gujarat are reviving the intricate art of Patola weaving, where their handmade ikat silk sarees are now being exported across the globe. This is more than just a craft revival—it is a demonstration of how traditional arts can create economic independence for these artisans but has also given them a global platform to showcase their craft.
Jaipur’s Blue Pottery
If we examine a few of the numerous achievements, a few well-known women who empower women in India through traditional arts have emerged. In 2021, around 10,000 women contributed to the Blue Pottery industry in Jaipur, representing a 30 per cent increase over the past five years. This surge is a testament to how traditional arts, when supported by the right infrastructure and market access, can dramatically improve the livelihoods of rural women.
These stories are not isolated. In 2022, an estimated 20,000 women achieved financial independence through Madhubani art alone. By 2023, India’s handloom industry, which employs a majority of women, supported 1.6 million.
NGOs Leading the Way
Several organisations are at the forefront of this movement. For instance, SEWA (Self-Employed Women’s Association) empowers women in Gujarat’s handloom and handicraft sector. With over 2.9 million women members, SEWA has facilitated a variety of trades, providing financial support, training, and market access.
Another leader in the sector is Dastkar, an NGO that has supported women artisans since 1981. Through Dastkar’s training programmes, many women from remote areas have been able to sell their crafts, allowing them to re-enter the economic mainstream. These efforts have been instrumental in a country where the craft sector ranks second only to agriculture in terms of employment.
Rangsutra, another notable organisation, focuses on fair wages for rural artisans, ensuring their work is valued above market rates. By doing so, Rangsutra directly contributes to the long-term economic well-being of women artisans.
The Self-Help Group (SHG) initiative is another key programme helping women in rural areas develop entrepreneurial skills. SHGs provide not only craft training but also market research and pricing strategies, equipping women with the knowledge they need to sell their products at fair prices.
Traditional art is more than just an art form; it is a source of new hope for women, strengthening them economically, socially, and psychologically. In an era focused on women’s empowerment, we must provide opportunities for them to fully utilise their skills and creativity. NGOs and government projects have provided women with training and support in this field, as well as campaign work in local communities.
Stories of Empowerment
The power of these programmes can be seen in the personal stories of women who have risen to success through traditional crafts.
Manpreet, a phulkari artist from the small village of Patti in Amritsar, faced the challenge of limited job opportunities after completing her education. With few options and a desire to improve her family’s financial situation, she turned to the traditional craft of phulkari, a skill passed down from her mother and grandmother. In 2015, she founded Praveen Phulkari 
House, collaborating with other local artists to revive the fading art of handmade phulkari, which was being overshadowed by machine-made alternatives.
Shanti Devi, who hails from Laheriaganj in Madhubani district, Bihar, started her journey in Mithila painting, overcoming the challenges posed by her Dalit heritage. She played a significant role in the development of the Godna style, working alongside her husband, Shivan Paswan, to preserve this traditional art form. Together, they have trained over 20,000 artists, ensuring the continuity of this ancient craft.
G20 summit in New Delhi, earning her recognition on a global platform. As a vocal advocate for Dalit artists from the Mithila region, Shanti Devi has become a cultural icon, using her art to empower her community and address social issues. Through her efforts, she has not only improved her family’s life but also secured a future full of opportunities for her daughter. Shanti’s paintings have become a means of sharing her heritage while achieving economic independence and uplifting others.A New Era of Hope through Traditional Crafts
Traditional art is more than just an art form; it is a source of new hope for women, strengthening them economically, socially, and psychologically. In an era focused on women’s empowerment, we must provide opportunities for them to fully utilise their skills and creativity. NGOs and government projects have provided women with training and support in this field, as well as campaign work in local communities.
As global leaders, we must recognise that true empowerment takes time and deliberate investment in infrastructure, education, and market access. Government policies and corporate partnerships are essential for scaling these initiatives. By supporting traditional crafts, we create livelihoods and a future where women are respected as cultural custodians and economic contributors.
