Lockdown became a catalyst for change in the world of Crafts. This project outlined a marketing model for makers, developed through necessity during the COVID 19 crisis. RAV placed the explanation and thus the ownership of the creative process firmly in the hands of the makers. This British Council India project set out to support female crafts makers in Gujarat to improve their livelihoods through new forms of marketing.

It was a three-way exchange of knowledge between academics from Manchester Metropolitan University and Pearl Academy and craftswomen in craft clusters in Kutch. Working in collaboration with female artisanal designers we developed a road map for the women and their families to build economic and cultural impact. We worked in partnership to develop, recognise, promote, and communicate the value of their heritage crafts skills, addressing the needs of a contemporary and discerning consumer.