The sole objective for the promotion at mojari.com is to develop & market India’s unique handmade ethnic footwear from the state of dilapidating craft and improve the socio-economic conditions of the artisans whose livelihood is supported by this craft.

This craft was on the verge of extinction due to the emergence of mechanized footwear manufacturing. Fashion, standardization & product development also contributed heavily for the craft to languish, as these were not kept at par.

Due to the fall in demand, the selling volume decreased & also the margins realized were gradually low by the actual artisans. This led the artisans to migrate to other profitable ventures & livelihood. At the same time the artisans being the source of the supply were never exposed to the retailing & therefore the trading activity because being conducted through middlemen led to minimum profit for the real artisans, consequently attracted the Central & State Govt. interventions for the subsistence of this craft and Artisans Development to Sustainability (ADS).

Most of products displayed on our site are directly procured from the artisans. The absence of middlemen will ensure a better compensation for the artisans and will also guarantee that you get the product at a reasonable price. This elimination policy in the supply chain side is still in force & will remain for the larger interest of the artisans & customer.

In our continuous endeavor to find out people still practicing some of the rarest of traditional craft we found that many artisans were selling works of less known artisans, as their own. To avoid this, we do not always give credit to individual artisan rather then the artisanal sector as a whole. Initially in the process of ADS, our procurement quantities were small. However, when this dying craft spiced with our technical inputs were marketed, we got a stupendous response and gradually the retail demand grew. To fulfill this raising demands at domestic and international arena, we began to procure in much larger quantities.

Hence, we went into the process of identifying similar artisanal clusters engaged in manufacturing of Mojaris. In the due course certain technical bottlenecks were identified & removed that hampered the growth of the artisans.

We began to spend more time in the villages producing crafts, looking for more craftsmen. We found to our pleasant surprise that there were not just a few talented craftsmen in any village, there were in fact many. In most cases the entire family was also engaged in this craft.

We ensured that appropriate technological, design and fashion inputs are provided to prevent artisans from diversifying to other sustainable livelihood and not limiting our support to the extent of inputs but also continuously engaged in supporting the economically weaker sections of artisans with necessary raw materials for their sustainability through our market facilitation center.

We felt that best form of promoting the community was to buy more from them and pay them on time so that our motto Artisans Development to Sustainability is achieved.

Reverse migration

We are happy that our strategy has been working. The Mojaris sales have roused with time, so has our procurement from the artisanal clusters. We have great sense of satisfaction because we have been able to contribute in a small way in bringing cheers and happiness to a community that is culturally so rich, yet economically so poor.