AMEX × Dastkar
Supporting craftswomen through crisis, restoring livelihoods and reconnecting traditional crafts with markets
2020–2021
About the Project
When the COVID-19 pandemic brought India’s craft economy to a standstill in March 2020, artisan communities faced an unprecedented disruption. Orders were cancelled, markets closed, production halted and thousands of women who depended on craft for their livelihoods were left without regular income.
In response, American Express partnered with Dastkar through the Supporting Craftswomen initiative, titled Craftswomen Combating COVID through Craft. Supported by a grant of ₹1 crore, the programme was implemented between November 2020 and March 2021, with the objective of restoring livelihoods, sustaining traditional skills and helping women artisans regain their economic independence.
The intervention was designed not merely as emergency financial assistance, but as a structured recovery programme. It addressed four interconnected needs: wages, raw materials, product development and marketing. By combining immediate production support with design guidance and market access, the project helped artisan groups resume work, generate income and rebuild their enterprises at a time of deep uncertainty.
Crafts & Communities
The programme reached women-led craft groups across India, spanning diverse regions, materials and inherited traditions. From embroidery, weaving and folk painting to metalwork, basketry, jute, recycled paper and natural fibre crafts, the initiative recognised the essential yet often under-recognised role of women in sustaining India's craft economy.
Dastkar identified 90 women-based craft groups, assessed their needs through questionnaires and conversations, and selected 67 groups for support. Each group's assistance was tailored to its circumstances. Some received funds to clear pending artisan wages and restart production; others procured essential raw materials, developed new products or received marketing support to reach customers again.
The programme reached an extraordinary diversity of craft communities across India, supporting women engaged in traditional embroidery, handloom and wool weaving, Dhokra metalwork, crochet, folk and tribal painting, basketry, jute craft, recycled paper, and natural fibre crafts. From Kantha and regional embroidery traditions in Delhi, Jammu & Kashmir and Rajasthan, to Dhokra artisans in Odisha, wool weavers in Himachal Pradesh, tribal weavers in Assam, and craft collectives working with crochet and other handmade techniques, the initiative recognised the varied skills and livelihoods sustained by these communities.
It worked with organisations and collectives including Sadhna, Krishna Wool, Mulberry, Insha-e-Noor, Naie Kiran and Himalayan Blooms, among 67 craft groups across 21 states, representing over 50 craft traditions.
Impact
Over seven months, the American Express–Dastkar partnership supported more than 13,000 craftswomen across 67 artisan groups, representing over 50 craft traditions. The programme combined direct financial assistance with product development, physical bazaars and digital marketing initiatives to help groups rebuild both production and demand.
Its measurable outcomes included:
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21% increase in sales
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31% increase in production
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23% increase in manpower
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₹65 lakh in collective sales generated by groups participating in supported physical bazaars during the grant period.
Dastkar organised craft bazaars in Delhi and Bengaluru, facilitated buyer connections and supported groups unable to travel by arranging volunteer-managed stalls. Digital outreach through social media and an online shop further helped artisans reconnect with customers and market existing as well as newly developed products.
Beyond these figures, the project's impact was visible in the continuity of work, the restoration of household incomes and the renewed confidence of women artisans. For some, craft income helped meet essential needs such as healthcare and children's education; for others, it meant retaining their workforce and avoiding a return to precarious labour.
The project thus, demonstrated how timely financial support, design development and access to markets could work together to protect livelihoods and cultural knowledge. It reaffirmed that supporting craftswomen is not only about sustaining a tradition, but also about recognising women as skilled workers, entrepreneurs and vital contributors to their communities.