Piyush Gupta, CEO of VOSMOS, on Preserving Cultural Heritage through Kala Srishti’s Virtual Marketplace: Empowering Artisans with Technology

1. Kala Srishti merges ancient traditions with modern technology in a virtual marketplace. How do you ensure that the authenticity and cultural heritage of these crafts are preserved while adapting to a global, digital audience?

At Kala Srishti, we prioritize authenticity by working closely with artisans to ensure their stories and techniques remain at the forefront of our platform. We provide training to artisans on how to present their crafts in a way that resonates with a global audience while maintaining the integrity of their cultural heritage. By emphasizing their unique narratives and traditional methods, we ensure that customers not only purchase a product but also connect with the rich history and craftsmanship behind it. This approach helps connect ancient traditions with modern technology, allowing people to appreciate the true essence of Indian crafts.

2. With over 38 lakh women artisans in India, Kala Srishti is creating a platform for them to gain visibility and economic independence. Could you share some success stories of women artisans who have transformed their businesses through this initiative?

Maya Das, owner of NM Crafts, transformed her passion for eco-friendly craftsmanship into a thriving business with the help of Kala Srishti. After sharpening her skills in water hyacinth crafting at the Netfit Organisation in Guwahati, Maya created a diverse range of sustainable products, including bags, mats, and pen stands, reflecting her commitment to strength and durability. However, she struggled to reach a wider audience until Kala Srishti provided her with a dedicated platform to showcase her unique offerings. This virtual marketplace amplified her visibility, allowing her to connect with customers who value sustainability. The customization options offered by Kala Srishti further enhanced customer satisfaction, enabling Maya to tailor her creations to individual preferences. As a result, her business flourished, empowering her as an artisan while inspiring others to embrace eco-friendly practices.

3. The platform uses 3D photorealistic environments and smart virtual assistants like Virsa to enhance the customer experience. How has this technology impacted the way customers engage with traditional crafts, and what feedback have you received from artisans about these digital innovations?

The introduction of 3D photorealistic environments and our virtual assistant, Virsa, has revolutionized how customers interact with traditional crafts. Customers can virtually explore products in a setting that mimics real life, allowing them to appreciate the intricate details and craftsmanship that often get lost in standard online shopping. Feedback from artisans has been overwhelmingly positive. They appreciate that these technologies not only enhance customer engagement but also help them present their work in the best light possible. Artisans have reported increased customer interest and inquiries, translating into higher sales and recognition for their craftsmanship.

4. Handicrafts are an integral part of India’s cultural identity. How does Kala Srishti contribute to the larger mission of safeguarding these crafts from extinction, especially with younger generations moving away from traditional art forms?

At Kala Srishti, we recognize the urgency of preserving handicrafts as part of our cultural identity. We actively engage with younger artisans and encourage them to incorporate contemporary design elements into traditional crafts, making them more appealing to modern consumers. Additionally, our platform serves as an educational resource, showcasing the historical significance of various crafts. By fostering a sense of pride in their heritage, we aim to inspire the younger generation to take up these crafts and keep them alive. Collaborations with educational institutions and workshops help bridge the gap between tradition and modernity, ensuring these art forms thrive for years to come.

5. In what ways does the data analytics feature of Kala Srishti help artisans refine their craft and product offerings? Could you explain how artisans are utilizing customer insights to innovate while maintaining the core essence of their work?

Our data analytics feature provides artisans with invaluable insights into customer preferences and market trends. By analyzing data on what products are selling well and what styles resonate with consumers, artisans can make informed decisions about their craft. For instance, some artisans have adapted their color palettes or introduced new product lines based on customer feedback without losing the traditional essence of their work. This data-driven approach allows artisans to innovate while staying true to their cultural roots, ultimately enhancing their marketability and relevance in today’s fast-paced world.

6. Kala Srishti has a strong focus on cultural preservation while expanding global market access for artisans. How do you balance the commercialization of these crafts w ji ith the need to protect and sustain the unique regional art forms they represent?

Striking a balance between commercialization and cultural preservation is essential to our mission at Kala Srishti. We approach this by setting clear guidelines for the artisans, ensuring that their craft is presented authentically and ethically. We emphasize the importance of storytelling, allowing artisans to share the cultural significance of their work, which enriches the customer’s experience. Moreover, we collaborate with artisans to ensure that the commercialization process does not dilute the traditional techniques and styles. Our commitment to sustainable practices means that we prioritize quality over quantity, allowing regional art forms to flourish while providing artisans with the economic support they need.