Established in 1975 in the vibrant town of Beawar, Rajasthan, the Artisans Alliance of Jawaja (AAJ) began as an association of talented weavers and leather craftsmen. Supported initially by IIM Ahmedabad, AAJ has been a hub of creativity, showcasing exceptional designs crafted in collaboration with students from prestigious design schools such as NIFT.
However, the COVID-19 pandemic brought unprecedented challenges. The loss of major high-paying clients, coupled with the economic downturn, left the weavers and artisans associated with AAJ grappling with a significant decline in business. In this period of uncertainty, the DISHA initiative emerged as a beacon of hope for the artisans.
Under the guidance of DISHA, AAJ underwent a remarkable transformation. Recognizing the importance of a robust online presence, the initiative provided valuable mentorship and support. Leveraging the expertise of the program, AAJ crafted an enhanced branding strategy, accentuating their unique designs and traditional craftsmanship.
One of the key achievements was the establishment of a dynamic online presence. With the assistance of DISHA, AAJ created a dedicated website and strategically utilized platforms like Indiamart, Justdial, and Trade India. These efforts enabled the artisans to seamlessly transition into the digital realm, connecting with a wider audience beyond geographical boundaries.
Today, the Artisans Alliance of Jawaja stands as a testament to the power of adaptability and resilience. Through effective branding and strategic online management, they have not only revived their sales but have also unlocked new avenues for growth. The weavers and craftsmen are now fully leveraging online platforms, ensuring the sustainability of their artistry in the digital age.
The collaboration with the DISHA initiative has not only empowered AAJ to weather the challenges posed by the pandemic but has also positioned them for a brighter, digitally-driven future.
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We’re driven by a powerful mission to create a world where everyone, regardless of their background, can shape their own future through entrepreneurship.
We’re driven by a powerful mission to create a world where everyone, regardless of their background, can shape their own future through entrepreneurship.
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