This post has been self-published on Youth Ki Awaaz by Youth Ki Awaaz. Just like them, anyone can publish on Youth Ki Awaaz.

Fusion Craft: An IIT”ians Stint At Selling Craft

More from Youth Ki Awaaz

By Ankit Singh:

In the last couple of years many ventures selling Indian handicraft have come up. Selling the art and craft from all over the country after bringing them at a common platform has proved to be a good venture. Some of these ventures were started by successful professionals who had tried their luck in corporate world and had made a space for them but chose to leave all and venture in the business of selling Indian handicraft. Most of them are the aggregators of different art and crafts of India and have used the online platform to sell these. Most of their sales come from foreign buyers. All of them started with the same or almost similar ideology, to lift the Indian handicraft sector and give it its true stature.

Fusion Craft was started on the same lines by IIT-Kanpur grads when they were still in their undergrad days. Started on similar ideology, the execution was totally different which makes Fusion Craft different from the rest. The other difference was that its founders chose to skip their placements and pursue their dream.

How it Started?

The idea of Fusion Craft was born out of a research project on Indian handicraft to assess the market and reality of the Indian handicraft sector vis-à-vis the handicrafts of other countries. Instead of taking down analytical data’s and working out theoretical values we took to the ground to  find empirical results. The survey was the turning point and it was in the hinterlands of India that the idea of Fusion Craft was conceived. We found that the ground reality is completely different from what is projected.

The biggest setback was when we found the Indian handicrafts standing in the World market compared to the handicraft of other countries. The highly skilled labours, subsidy and cash drawback provided by the government of India have transformed this sector into a manufacturing unit for the Designers and International brands. The sector has been reduced to a manufacturing process, outsourcing for the world. This has created more problems for the sector rather than solve any. The subsidy and cash drawback allows the exporters to work at near zero profit margins in order to bag contracts from the companies and designers. The brunt is bore by the craftsmen and the working class who can barely make their ends meet. As most of them are not registered thus they cannot avail any benefits given by the Government of India. A lot many NGO’s and SFG have been working in this direction but the situation of the working craftsmen has hardly improved. Most of them still live a life of abject poverty, work in the most dangerous situations often leading them to catch incurable diseases.

We thought of starting an NGO for the purpose, but we saw that there are already so many and hardly the life of craftsmen has improved. We went deep into the cause of the problems and devised a few solutions to tackle the problem and bring the craft to its true stature. The solutions formed the building block of Fusion Craft. We worked on the most basic theory of economics “Create Demand and Create Supply”. In the survey we had found that out of the whole production, less than 5% is bought by the Indian domestic customers. Another survey told us that the domestic market refrains itself from buying the Indian Handicraft owing to varied reasons starting from traditional design to lack of transparency in quality and manufacturing. This causes a lot of dependency on the export market which does not do much good to the Indian craftsmen.

How does Fusion Craft work?

In Fusion Craft we look to incorporate the products at different avenues instead of the traditional avenues like retail market. A different avenue like Corporate gift sector, Hospitality industry and gifting industry. We have a design team that comprises of designers from reputed colleges of the country who design products based on the industry and requirements. These products are then manufactured by the craftsmen of Fusion Craft using their art and craft. The final product is a rare fusion of design and art. The products are given elegant looks by doing electroplating of different materials based on the usage and requirement. The product not only has design and aesthetics but also has a utility quotient. The products are certified for their material and the artwork. They are manufactured by the craftsmen and since we do not involve any middlemen, the products of Fusion Craft are really cheap. If we were to sum up the whole working of Fusion Craft, I would say that Fusion Craft is trying to bring the manners and accessories of the Royal Courts of India to the houses of the Indian customer.
Fusion Craft spent more than one and a half years in product designing and development and came up with its first range of products which comprise of products from home accessories and décor to some very unique gifts for various occasions.

Socially Responsible

During the course of survey and development, Fusion Craft found that the real hands responsible for manufacturing these gems of art and craft have been caught in the vicious cycle of poverty due to their zero exposure to the market and the world. This makes them totally dependable on the exporters or export firms which get them work. In absence of proper working conditions they work from their homes and most of the family is involved in it. This causes very acute health problems for the whole family. Children are deprived of education to contribute to the family income. This has often led to a lot many craftsmen to quit their work and look on to other means of livelihood.

There are a few art forms which have very few craftsmen left and if proper steps are not taken then it would become a piece of History. Fusion Craft in its least effort to give back to the society, and strengthen these craftsmen takes care of the social life of the craftsmen and education of their children. This effort is creating a crop of educated and well informed craftsmen who realize the value of this incredible piece of culture and history. This generation of craftsmen will take the Indian Handicraft to its true stature that it deserves.

You must be to comment.
  1. Mrityunjaya Shukla

    Awesome work.. keep it up!!

  2. Shashi

    good job

  3. muzzaffar

    ossum products….

More from Youth Ki Awaaz

Similar Posts

By Saurabh Nanda

By Pradeep Maurya

By Mythili Kamath

    If you do not receive an email within the next 5 mins, please check your spam box or email us at

      If you do not receive an email within the next 5 mins, please check your spam box or email us at

        If you do not receive an email within the next 5 mins, please check your spam box or email us at

        Wondering what to write about?

        Here are some topics to get you started

        Share your details to download the report.

        We promise not to spam or send irrelevant information.

        Share your details to download the report.

        We promise not to spam or send irrelevant information.

        An ambassador and trained facilitator under Eco Femme (a social enterprise working towards menstrual health in south India), Sanjina is also an active member of the MHM Collective- India and Menstrual Health Alliance- India. She has conducted Menstrual Health sessions in multiple government schools adopted by Rotary District 3240 as part of their WinS project in rural Bengal. She has also delivered training of trainers on SRHR, gender, sexuality and Menstruation for Tomorrow’s Foundation, Vikramshila Education Resource Society, Nirdhan trust and Micro Finance, Tollygunj Women In Need, Paint It Red in Kolkata.

        Now as an MH Fellow with YKA, she’s expanding her impressive scope of work further by launching a campaign to facilitate the process of ensuring better menstrual health and SRH services for women residing in correctional homes in West Bengal. The campaign will entail an independent study to take stalk of the present conditions of MHM in correctional homes across the state and use its findings to build public support and political will to take the necessary action.

        Saurabh has been associated with YKA as a user and has consistently been writing on the issue MHM and its intersectionality with other issues in the society. Now as an MHM Fellow with YKA, he’s launched the Right to Period campaign, which aims to ensure proper execution of MHM guidelines in Delhi’s schools.

        The long-term aim of the campaign is to develop an open culture where menstruation is not treated as a taboo. The campaign also seeks to hold the schools accountable for their responsibilities as an important component in the implementation of MHM policies by making adequate sanitation infrastructure and knowledge of MHM available in school premises.

        Read more about his campaign.

        Harshita is a psychologist and works to support people with mental health issues, particularly adolescents who are survivors of violence. Associated with the Azadi Foundation in UP, Harshita became an MHM Fellow with YKA, with the aim of promoting better menstrual health.

        Her campaign #MeriMarzi aims to promote menstrual health and wellness, hygiene and facilities for female sex workers in UP. She says, “Knowledge about natural body processes is a very basic human right. And for individuals whose occupation is providing sexual services, it becomes even more important.”

        Meri Marzi aims to ensure sensitised, non-discriminatory health workers for the needs of female sex workers in the Suraksha Clinics under the UPSACS (Uttar Pradesh State AIDS Control Society) program by creating more dialogues and garnering public support for the cause of sex workers’ menstrual rights. The campaign will also ensure interventions with sex workers to clear misconceptions around overall hygiene management to ensure that results flow both ways.

        Read more about her campaign.

        MH Fellow Sabna comes with significant experience working with a range of development issues. A co-founder of Project Sakhi Saheli, which aims to combat period poverty and break menstrual taboos, Sabna has, in the past, worked on the issue of menstruation in urban slums of Delhi with women and adolescent girls. She and her team also released MenstraBook, with menstrastories and organised Menstra Tlk in the Delhi School of Social Work to create more conversations on menstruation.

        With YKA MHM Fellow Vineet, Sabna launched Menstratalk, a campaign that aims to put an end to period poverty and smash menstrual taboos in society. As a start, the campaign aims to begin conversations on menstrual health with five hundred adolescents and youth in Delhi through offline platforms, and through this community mobilise support to create Period Friendly Institutions out of educational institutes in the city.

        Read more about her campaign. 

        A student from Delhi School of Social work, Vineet is a part of Project Sakhi Saheli, an initiative by the students of Delhi school of Social Work to create awareness on Menstrual Health and combat Period Poverty. Along with MHM Action Fellow Sabna, Vineet launched Menstratalk, a campaign that aims to put an end to period poverty and smash menstrual taboos in society.

        As a start, the campaign aims to begin conversations on menstrual health with five hundred adolescents and youth in Delhi through offline platforms, and through this community mobilise support to create Period Friendly Institutions out of educational institutes in the city.

        Find out more about the campaign here.

        A native of Bhagalpur district – Bihar, Shalini Jha believes in equal rights for all genders and wants to work for a gender-equal and just society. In the past she’s had a year-long association as a community leader with Haiyya: Organise for Action’s Health Over Stigma campaign. She’s pursuing a Master’s in Literature with Ambedkar University, Delhi and as an MHM Fellow with YKA, recently launched ‘Project अल्हड़ (Alharh)’.

        She says, “Bihar is ranked the lowest in India’s SDG Index 2019 for India. Hygienic and comfortable menstruation is a basic human right and sustainable development cannot be ensured if menstruators are deprived of their basic rights.” Project अल्हड़ (Alharh) aims to create a robust sensitised community in Bhagalpur to collectively spread awareness, break the taboo, debunk myths and initiate fearless conversations around menstruation. The campaign aims to reach at least 6000 adolescent girls from government and private schools in Baghalpur district in 2020.

        Read more about the campaign here.

        A psychologist and co-founder of a mental health NGO called Customize Cognition, Ritika forayed into the space of menstrual health and hygiene, sexual and reproductive healthcare and rights and gender equality as an MHM Fellow with YKA. She says, “The experience of working on MHM/SRHR and gender equality has been an enriching and eye-opening experience. I have learned what’s beneath the surface of the issue, be it awareness, lack of resources or disregard for trans men, who also menstruate.”

        The Transmen-ses campaign aims to tackle the issue of silence and disregard for trans men’s menstruation needs, by mobilising gender sensitive health professionals and gender neutral restrooms in Lucknow.

        Read more about the campaign here.

        A Computer Science engineer by education, Nitisha started her career in the corporate sector, before realising she wanted to work in the development and social justice space. Since then, she has worked with Teach For India and Care India and is from the founding batch of Indian School of Development Management (ISDM), a one of its kind organisation creating leaders for the development sector through its experiential learning post graduate program.

        As a Youth Ki Awaaz Menstrual Health Fellow, Nitisha has started Let’s Talk Period, a campaign to mobilise young people to switch to sustainable period products. She says, “80 lakh women in Delhi use non-biodegradable sanitary products, generate 3000 tonnes of menstrual waste, that takes 500-800 years to decompose; which in turn contributes to the health issues of all menstruators, increased burden of waste management on the city and harmful living environment for all citizens.

        Let’s Talk Period aims to change this by

        Find out more about her campaign here.

        Share your details to download the report.

        We promise not to spam or send irrelevant information.

        A former Assistant Secretary with the Ministry of Women and Child Development in West Bengal for three months, Lakshmi Bhavya has been championing the cause of menstrual hygiene in her district. By associating herself with the Lalana Campaign, a holistic menstrual hygiene awareness campaign which is conducted by the Anahat NGO, Lakshmi has been slowly breaking taboos when it comes to periods and menstrual hygiene.

        A Gender Rights Activist working with the tribal and marginalized communities in india, Srilekha is a PhD scholar working on understanding body and sexuality among tribal girls, to fill the gaps in research around indigenous women and their stories. Srilekha has worked extensively at the grassroots level with community based organisations, through several advocacy initiatives around Gender, Mental Health, Menstrual Hygiene and Sexual and Reproductive Health Rights (SRHR) for the indigenous in Jharkhand, over the last 6 years.

        Srilekha has also contributed to sustainable livelihood projects and legal aid programs for survivors of sex trafficking. She has been conducting research based programs on maternal health, mental health, gender based violence, sex and sexuality. Her interest lies in conducting workshops for young people on life skills, feminism, gender and sexuality, trauma, resilience and interpersonal relationships.

        A Guwahati-based college student pursuing her Masters in Tata Institute of Social Sciences, Bidisha started the #BleedwithDignity campaign on the technology platform, demanding that the Government of Assam install
        biodegradable sanitary pad vending machines in all government schools across the state. Her petition on has already gathered support from over 90000 people and continues to grow.

        Bidisha was selected in’s flagship program ‘She Creates Change’ having run successful online advocacy
        campaigns, which were widely recognised. Through the #BleedwithDignity campaign; she organised and celebrated World Menstrual Hygiene Day, 2019 in Guwahati, Assam by hosting a wall mural by collaborating with local organisations. The initiative was widely covered by national and local media, and the mural was later inaugurated by the event’s chief guest Commissioner of Guwahati Municipal Corporation (GMC) Debeswar Malakar, IAS.

        Sign up for the Youth Ki Awaaz Prime Ministerial Brief below