Bengaluru Sisters Help 5,000 Artisans Build Handmade Brands

Two sisters in Bengaluru are proving that handmade crafts can thrive in the modern economy when artisans get the right support.

Mala and Sonia Dhawan launched A Hundred Hands (AHH) in 2014 to help craftspeople whose livelihoods depend on products they create by hand. Their most recent Festival of Handmade drew over 5,000 visitors and generated more than Rs 3 crore in sales for exhibitors.

Now they're taking their mission further with a new membership program designed to help artisans grow sustainable businesses. The program targets individual crafters, families, collectives, and even NGOs working with recycled products.

"We help them learn better, develop their work, and most importantly build their own individual brands, so that they are not at the mercy of the middleman," Mala Dhawan explains. Many artisans work alone, so AHH focuses on building a supportive community where crafters can learn from each other.

The membership offers practical business training that artisans rarely access on their own. Members attend workshops on branding, marketing, and business planning led by experts and experienced peers.

They also get promotional support through AHH catalogues and access to the collective's supporter base. Exhibition spaces come at better rates for members, making it easier to reach customers directly.

AHH selects members based on quality of work, finesse, and alignment with their annual themes. Membership fees range from Rs 5,000 to Rs 30,000 per year depending on the category, making professional development accessible even to individual artisans.

The program addresses a crucial gap in India's handmade sector. Indian handicrafts carry thousands of years of tradition and regional identity, but many artisans struggle to reach customers or build sustainable businesses.

The Ripple Effect

When artisans build their own brands, the benefits extend far beyond individual income. Each successful crafter preserves traditional skills that might otherwise disappear, passing knowledge to the next generation.

Handmade businesses require relatively low startup costs, allowing people to work from homes or small studios. In developing economies, these enterprises generate employment, export revenue, and regional development.

Consumers who buy handmade Indian products support livelihoods while preserving cultural heritage. Every purchase helps keep traditions alive that reflect India's exceptional diversity, from Karnataka weaves to regional crafts shaped by local materials and customs.

AHH has three more shows planned in Bengaluru this year. "It has been a wonderful journey for us over the past 16 years, and the Membership Programme this year is extra special where we are looking at a more engaging association," Dhawan says.

The collective's success shows that ancient crafts and modern business skills make a powerful combination when artisans get support from people who believe in their work.