On 14 May 2015, Union
Minister for Minority Affairs Najma Heptullah launched a major welfare scheme
in Varanasi, aimed at preserving and upgrading traditional arts and handicraft
skills, in a move that will benefit thousands of traditional craftsmen, many of
whom belong to minority communities.
Upgradation of Skills and Training in
Ancestral Arts/Crafts for Development (USTAD) is
a Rs 17-crore initiative to preserve and promote traditional skills and ensure
wider market access. Launching USTAD in Varanasi holds political and social
significance.
Why
Varanasi?
Varanasi has been a traditional
manufacturing centre and trading hub for handloom weavers. There are over one
lakh weavers in the region of which over 40,000 remain active. In addition,
there are thousands of support workers and tradesmen who are involved in
ancillary activities like dyers, card makers, design artists etc.
Varanasi is a traditional home to the
famous Banarasi saree, while nearby Bhadohi is the hub for carpet weaving and
trading. A large section of the weavers involved in both industries come from
the minority community, and therefore, USTAD becomes relevant both politically
and socially. Besides, it’s also Prime Minister Modi’s constituency.
Traditional
Arts and Craftsmanship is Dying
India has evolved its unique identity
in traditional arts and craftsmanship, as skills have been passed from
generation to generation. Indian handicrafts and handloom products have reached
all corners of the world, creating a unique space based on design, quality and
superior craftsmanship.
However, with modern technology and
automation, traditional weavers have been facing a strong challenge from the
power loom sector, which mass produces fabric at lower costs. Younger
generation not willing to learn the skills and continue the family tradition is
another challenge being faced by families involved in the trade for
generations.
In earlier times, highly skilled
craftsmen were honoured and given financial incentives and special privileges
by the rulers. With changing times most of them involved in traditional skills
had to live in penury due to dwindling income. This is one of the main reasons
that the younger generation has been unwilling to continue with traditional
family skills. It is in this context that the government has launched USTAD to
arrest migration of the younger generation to other jobs by developing
traditional skills, creating opportunities and offering further support to
widen market access.
USTAD:
A Unique Initiative
Developing traditional skills has
been close to PM Modi’s heart and with large number of workers involved in this
sector across India, the government has been keen on ensuring that this segment
becomes a part of the ‘Make in India’ initiative and receives full support from
government in terms of funding and infrastructure.
USTAD will draw professional inputs
and support from organisations like National Institute of Design (NID) in
Ahmedabad along with other focused institutions to assist in creating programmes
that will ensure higher acceptance of traditional products by a diverse
clientele.
A very good example of a traditional
industry is the jute industry. It is based mostly in West Bengal and had been
struggling for many years with low demand, obsolete technology and dropping
prices. With closer involvement of the private sector, leading designers got
involved in developing a range of products, garments and furnishings based on
jute, and today these are slowly making a mark in global markets.
In a unique move, the government has
roped in e-commerce company Snapdeal to offer its platform to promote
traditional craftsmen and products. If promoted adequately, this would be the
first time that craftsmen in interior India will get the opportunity to
showcase and market their unique offerings to a wider audience, something that
was out of reach earlier. The potential is immense for both artisans and the
support industry.
USTAD:
A Shot in the Arm for Minority Communities
The timing couldn’t have been better.
There is a vast army of very skilled craftsmen belonging to minority
communities. This large but unseen army has been behind the success of India’s
global image for unique and skilled handicrafts and handloom products.
Unfortunately, these minority
communities lack education, housing and related basic amenities that is a right
of all citizens. Despite challenging conditions, families have remained
committed to the family craft and skill and continued to pass it on to the next
generation.
USTAD will come as a boon to this
segment, as for the first time they will have access to contemporary designs,
development support, training and more importantly, support for wider market
access. All of which together should result in higher income for these people. If successful, USTAD could well be extended
to a wider segment with higher funding and support from the government.
USTAD:
A Continuation of the Government’s Thrust on Social Welfare
PM Modi-led NDA government has
recently launched a slew of social welfare schemes aimed at providing relief
and protection to a large segment of the population that has not had access to
India’s developing story.
The Prime Minister launched the Jan
Dhan Yojana to bring a vast majority into the banking system and ensure fast
and efficient delivery of welfare benefit through direct cash transfer to the
targeted segment. He further followed it up with three welfare initiatives
recently; the Pradhan Mantri Suraksha Bima Yojana (PMSBY), Pradhan Mantri
Jeevan Jyoti Bima Yojana (PMJJBY) and the Atal Pension Yojana (APY), all
directed towards providing relief and insurance cover to the underprivileged.
USTAD is an extension of the welfare initiative that the Prime Minister has
launched.
With the present government
completing one year in office, it can boast of launching a series of welfare
programs. Let’s hope USTAD draws support and involvement from all stakeholders,
after all it involves India’s heritage.
