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Kruti By Maahuaa- Designing with a purpose

Kruti By Maahuaa- Designing with a purpose

As I write this inaugural blog for our website www.krutishoppe.com I
feel its appropriate to kickstart by sharing, in brief, the journey of Kruti
so far.
"Kruti" is an initiative based on C K Prahlad’s “Fortune at the bottom of
the pyramid” model, which is empowering numerous self-help group of
women and men engaged in farming, weaving, art, and crafts in various
known and unknown territories of rural India, especially in tribal areas. 
The ultimate aim is to bring livelihood security in an inclusive manner
by minimizing the involvement of multiple layers of the traders and
maintaining principles of “Fair Trade” in the entire value chain.
There was a deep desire that Dr. Amol Jadhav and I had from our TISS
days that we should create a sustainable model that can change lives of
people in rural and tribal areas of India. We found support for our ideas
from my friend Dr. Saswat Das and that’s how we established “Kruti”.

(Team of Master Pattachitra Artist Mr. Brajeshwar Pattnaik painting a Pattachitra Silk Saree for Kruti By Maahuaa)

During our journey, we the founders of Kruti realized that there are
certain inherent challenges associated with rural products (both farm
products and artisan creations) which require immediate attention
failing which it would be difficult to create a sustainable market for
this rural produce. The Kruti team spent almost 5 years working on the
entire value chain to device a model that led to the creation of two retail
solutions “ “Krutishoppe” (www.krutishoppe.com) and Kruti
Coffee” through which we intend to ensure that maximum commercial
value of the produce reaches the primary producers.
Kruti in association with career designer Ms. Maahuaa Roy creates
amazing merchandise by giving a contemporary design touch to rural
weaves, art and craft that makes these rural produce adorable to
discerning urban crowd. Maahuaa Roy is a professional fashion
graduate with specialization in Clothing Production Technology (CPT)
from NIFT - Kolkata. The products created are merchandised under
the brand name “Kruti By Maahuaa -KBM”.KBM, not only wanted to
showcase the rich Indian culture to the Globe but also wanted to uplift
rural mass with magical talents in art and craft. It’s this vision of KBM
 that fosters a creative culture, encouraging people of all backgrounds,
ages and skill levels to explore, participate and experiment with the
visual arts. 
KBM provides training to the rural artisans by conducting workshops
from time to time thus increasing economic opportunities for them. 

(Tribal Warli Artist Mr. Dayanand from Maharashtra has painted this beautiful Warli Saree for Kruti By Maahuaa)


KBM also understands the importance of conserving environmental
resources and shares those ideas with its workforce. KBM’ design
philosophy is to make clothing and accessories with minimal
environmental impact and maximum social impact. 
KBM supports traditional artists, craftspersons, weavers and farmers
from seven Indian states(Odisha, Bihar, Rajasthan, Maharashtra,
Telangana, Weste Bengal and Madhya Pradesh). KBM panel’
Madhubani artist Shri Uttam Paswan got National Award in 2015 and
KBM Panel’ weaver Shri Bidyadhar Mahanta from Kotpad got National
Award in 2016. Kruti consciously directs its empowerment towards the
weaker/underprivileged (women, Dalits, tribals and minority). 
KBM procures all materials directly from producers (artists, weavers,
craftspersons, farmers, etc) or through extremely reputed Gandhian
organizations to minimize if not eliminate multiple layers of the traders

All products developed for KBM are designed and incubated by Ms.
Maahuaa Roy and primarily retailed through their online
portal www.krutishoppe.com
 
Through our partner brand Kruti Coffee (www.kruticoffee.com) we
intend to create a brand for coffee grown in Koraput, a tribal district in
Odisha by building a retail chain of coffee houses in India which would
create magical coffee drinks from Arabica coffee grown in Koraput.

 

(Team Kruti Celebrating 50th Birthday of Master Rajasthan Miniature Artist Mr Panchulal)


The first coffee shop by Kruti Coffee was established in Navi Mumbai in
2013 which followed with a coffee shop close to the farms in Koraput in
2015 and finally a grand coffee shop has been set up in Patia,
Bhubaneswar at the beginning of February 2018. The Bhubaneswar
Coffee shop is a cultural café where the set-up has been carefully
curated to combine coffee, art and craft and music along with best in
class continental food and bakery spread. Unlike regular Coffee Shops,
Kruti Coffee also serves Organic Coffee grown by Koraput Organic.

About the author: Dr. Kamakhya Das is the Co-Founder of Kruti By
Maahuaa and Kruti Coffee. He splits his time between his role as a social
entrepreneur and insurance expert.

April 30, 2018 by Kamakhya Das