National, 11th December 2024: – Genius Foundation, the CSR wing of Genius Consultants Limited, has successfully signed a Memorandum of Understanding (MoU) with Ascensive Edu Skills Foundation to launch a groundbreaking CSR initiative titled Entrepreneurship Development & National and International Market Linkage Programme – Hand Embroidery & Art of Kashmir & Banjara Embroidery of Maharashtra Artisans. The program aims to empower artisans specializing in the hand embroidery and art forms of Kashmir and Banjara embroidery of Maharashtra by fostering grassroots entrepreneurship and developing national and international market linkages.
The project places a special emphasis on training the artisans with modern product marketing techniques and modern packaging techniques, facilitating them to directly sell their products through e-commerce platforms on the local and global market. The program will tackle critical issues faced by artisans, including the lack of proper up-skilling ecosystems and over-dependence on middlemen, which significantly reduce their profit margins. Artisans often struggle with limited knowledge of market-driven products and designs, inadequate infrastructure development, and the absence of direct market linkages through e-commerce platforms. Additionally, insufficient exposure to international markets further restricts their ability to compete globally and achieve sustainable growth.
Genius Foundation will fund the program as per the MoU’s provisions, while Ascensive Edu Skills Foundation will implement the initiative, ensuring comprehensive support for artisan development.
The MoU was signed at the prestigious Biswa Bangla Convention Centre in the presence of several eminent dignitaries. Key attendees included Mr. R P Yadav, Chairman & Managing Director of Genius Consultants Limited; Mr. Abhijit Chatterjee, Chairman of Ascensive Group of Companies; Shri. Bikram Das, SEO, NSDC, Ministry of Skill Development & Entrepreneurship, Government of India; and Shri. Sudharshan Das, Assistant Director (H), Office of DC Handicrafts, Ministry of Textile, Government of India. The event also saw participation from other distinguished personalities from the industry, industry associations, and representatives from print and television media.
Several embroidery artisans from Kashmir joined virtually to share their experiences and voiced the urgent need for such initiatives. They expressed their excitement and gratitude, recognizing the transformative potential of this program.
Mr. R P Yadav, Chairman & Managing Director of Genius Consultants Limited, highlighted the importance of this initiative, stating, “Artisans are the custodians of our rich heritage, but they face significant challenges that hinder their growth and recognition. Through this program, we aim to empower them with the skills, resources, and market access they need to thrive. This initiative reflects our commitment to preserving traditional art forms while enabling artisans to compete in global markets.”
The distinguished guests and delegates emphasized the need for innovative programs like this to support artisans and promote local heritage globally. This collaboration between Genius Foundation and Ascensive Edu Skills Foundation aims to build an ecosystem where artisans can evolve into entrepreneurs, collectively manage their businesses, and sustain their craft for future generations.
This initiative marks a significant step forward in preserving India’s cultural heritage while ensuring sustainable livelihoods for artisans across regions.
