Amazon is an American multinational company based in Washington that focuses on e-commerce, artificial intelligence, cloud computing, and digital streaming. It is one of the top five companies in the information technology industry in the U.S. and is considered one of the most influential cultural and economic forces in the entire world. Amazon is also considered as world’s most valuable brand.
Amazon Karigar is an initiative taken by Amazon to promote India’s rich handicrafts that are sourced locally from different parts of the country. It is a program that enables artisans and sellers making authentic handmade products to become successful on Amazon. The handmade products will be displayed on the Karigar store on the Amazon website which will help the sellers in getting more customers. The Karigar was launched by Amazon India in 2016 to make the communities of artisan and weavers benefit from the e-commerce and help them grow their business in the process. This initiative has helped more than 10 lakhs sellers and today more than 60000 products from 20 different states are made available in the Karigar store on Amazon.
Amazon Karigar has recently launched a campaign called ‘Handcrafted With Love’ as a tribute to the hands that created numerous products. The campaign was created by Ogilvy India-south with the thought to create a film that represents poetry. So, they studied Karigars and the idea was to tie up the visuals with storytelling. The campaign will help every individual understand the details about every craft and its importance. The artistry which was shown has been collected from different parts of the country. The campaign aims to shed light on craftsmanship by providing them Karigar platform to exhibit their products for people across India. ‘Handcrafted With Love’ is a tribute to the undying spirit and skills of artisans, karigars, and weavers, and many others who are keeping various forms of arts alive in the era of technology. Campaigns like these will bring awareness among people about various types of arts and their importance. The arts depict the culture and thus through the campaign, people will know the importance of craftsmanship.
