for contemporary Products
The traditional textile skills of rural communities are truly unique, but due to industrial textiles and changed consumer preferences, the returns on this craft have plummeted over the years, discouraging younger generations from taking up textiles as a livelihood option. Avani has worked towards upgrading the skills, materials and tools to revive this dying traditional craft and make it a viable livelihood opportunity.
To scale up this programme, Avani organized the artisans into a cooperative named the Kumaon EarthCraft Self Reliant Cooperative in 2005, more commonly known as EarthCraft. EarthCraft’s work has involved creating contemporary products with traditional skills, natural dyes and materials like wool, silk and pashmina while introducing new color palettes and new materials like linen. EarthCraft’s range of products includes shawls, stoles, mufflers, home furnishings, in addition to garments for men, women and children. All EarthCraft’s products are hand woven and naturally dyed. Many of the yarns are hand spun.
Earthcraft markets its products under brand AVANI and the kids products under the brand GORAIYA. Earthcraft became a self sustaining business in 2009 and is now upscaling to increase its outreach.