Kaivalya Jute Creations Sucess Story

Jessy SHG, Kaivalya Jute Creations, Agiripalli village, Andhra Pradesh.

Jessy SHG was established by Mrs. Kalapala Amareshwari in 2015 with 10 other members who have similar skills and mindset, promoted by SERP-AP. Jessy SHG manufactures 50 varieties of jute products (personalised jute bags) under brand name ‘Kaivalya Jute Creations’ and used to market around Agiripalli. Most of the sales happen through local retail outlets and in festive exhibitions organised by the Govt Departments. These exhibitions generate sale enquiries as well, but Jessy SHG don't have a clue of how to handle logistics, payments, etc. At times, faced with shortage of raw materials forced to buy raw material at high rate which impacted their profits as well. Jessy SHG was aware of the fact that their products are purchased by end customers at very high prices and it is the market intermediaries who are getting benefited through this. Being a low tech micro entrepreneur, Jessy SHG can’t afford high marketing costs and also don’t have the technical know how on how to sell online.

Kalgudi team met Jessy SHG at Agiripalli to understand more about their products, prices and their unique selling point. Kalgudi team registered Jessy SHG on Kalgudi, collected all the statutory details required to trade online. In a short span of time, their brand “Kaivalya Creations” was created, digital catalog was ready with products, detailed product descriptions, images and customisation options like colour, size ,model etc. in case of bulk orders on the Kalgudi store.Jessy SHG was trained them on how to handle online sales like receiving order online, updating & tracking order status, updating prices and discounts, interacting with customers online, seeing product reviews, payment settlements, etc. Kaivalya Jute Bags Creations is now a label with global visibility reaching geographic locations which was unthinkable earlier. Now Jessy SHG is receiving orders on mobile, ordered products undergo quality checks, packed professionally, delivered to customers doorsteps. No worries about payments, they are settled directly to bank account. With a very little effort, Jessy SHG got more customers from far of locations, started earning more with orders on regular basis. Now, Jessy SHG team able to conduct business professionally, feels more empowered and proudly says “I have an online store.”

                 Your Purchase contributes & encourages
                                                  empowerment of rural women entrepreneur

Jute Bags, Jute Bags Online, Jute Handbags                www.emahila.org

Crochet/Crosia Clothing

Crochet fabric is a process of creating fabric by interlocking loops of yarn, thread, or strands of other materials using a crochet hook. The name is derived from the French term crochet, meaning 'small hook'. The art of creating a fabric with the hook is called crocheting and the fabric is called crochet. This skill of making crochet started in the 17th century. It was considered as a home art and a hobby.

Crochet today is no longer just a hobby. It’s so much more stylish and wearable and, with so many new designers banking on crochet to incorporate this to everyday looks. They’re light, airy and they are in trend.

We all know that cotton has been used from times immemorial and despite the arrival of more complex artificial clothing fabrics, it continues to be used today as well. The crochet thread is made of thick cotton threads. They are weaved with bigger spaces between the threads to give an authentic look.

The rural women SHGs (Self Help Groups) supported by SERP-AP (Society For Elimination Of Rural Poverty) are into making crochet garments. Their products have many variants ranging from clothing to home furnishings. In clothing, they cater to all age groups (Skirts, Frocks, Long skirts, Jackets ) and many more. In home furnishings, they have Table Cloths, Bed Spreads, Cushion Cover etc.

Kalgudi in collaboration with SERP-AP lists and stages all SHG’s products online thus creating an alternate stream of income through digitalization. Their products are reasonably priced. Let’s empower and support rural women by purchasing them.

#Crochet #Clothing #Skirts #Jackets #Bedspreads #TableCloths                     www.emahila.org

Lakshmi's Kondapalli Toys' Story

Kondapalli toy making is a 400-year-old art form that is indigenous to the quaint village of Kondapalli. These toys are often made to represent aspects of rural India, Hindu deities or much simpler things like birds, animals, fruits, and vegetables. They are iconic with their brightly painted surfaces and they have an earthy and rustic aesthetic which is characteristic of such carefully handmade products.

The toy making process is elaborate. Firstly, a very specific wood called Tella Poniki is used. The wooden blocks from the tree are then carved into rough shapes. These shapes are covered in a special paste made of tamarind, wood, and sawdust. Once the correct shape is given and the paste has dried up, they are coloured in vibrant hues. The colours are made entirely with natural materials like marigold flowers for yellow, pomegranate for deep red and palm leaves for peach. The entire process uses natural materials which are locally sourced. In the recent past, enamel paints are also being used to make the colours more intense.

The art has survived for so long because it has existed as a family business and the skill to make these toys is still a matter of pride today. Parents would teach the kids and the roles were traditionally decided by gender. Boys and men would do the wood chopping, carving and smoothening. The girls and women would do the priming, painting, and finishing.

Although the toys themselves are endearing, the fact that this art form has survived for more than four centuries is an achievement in itself. The present generation of toy makers enjoys strong support from the government and TATA Trusts who are investing to promote the art. Not too long ago, a toymaker would have to struggle to get three square meals a day. Children would often have no choice but to forego school and help their parents to make more toys. As a consequence, toy making was the only skill in which the children were trained.

These toys which look so vivid and cheery came from the hands of people who have suffered generations to keep the trade alive.The recent push from the Andhra Pradesh government means that the toy makers no longer have to worry about being able to afford basic necessities. In 2007-2008, the Kondapalli toys were granted a Geographical identification tag which meant no other entity outside Kondapalli can make these products and claim originality. This paved the way for higher exports. The recent eMahila initiative, which is a combined effort of the Andhra Pradesh Government and TATA Trusts, has made their beautiful toys available on an e-commerce platform. This platform has successfully increased the demand for the toys by engaging a wider audience. Sri Kanakadurga DWCRA is the women Self Help Group (SHG) that makes the toys that are sold on this platform. These women who were once timid and unsure about themselves now see themselves in a different light. They are entrepreneurs, pioneers of a new generation of toy makers.

The recent push from the Andhra Pradesh government means that the toy makers no longer have to worry about being able to afford basic necessities. In 2007-2008, the Kondapalli toys were granted a Geographical identification tag which meant no other entity outside Kondapalli can make these products and claim originality. This paved the way for higher exports. The recent eMahila initiative, which is a combined effort of the Andhra Pradesh Government and TATA Trusts, has made their beautiful toys available on an e-commerce platform. This platform has successfully increased the demand for the toys by engaging a wider audience. Sri Kanakadurga DWCRA is the women Self Help Group (SHG) that makes the toys that are sold on this platform. These women who were once timid and unsure about themselves now see themselves in a different light. They are entrepreneurs, pioneers of a new generation of toy makers.

Kondapalli Toys, Kondapalli Dolls, Kondapalli Bommalu                www.emahila.org