Jaipur: Rajasthan Royals today announced the beginning of an exciting new partnership with Indiehaat Ventures, an organisation that aims at revitalizing and redeeming the Indian handicrafts industry for domestic and global audiences. The first-of-its-kind partnership seeks to champion the cause of the rich arts, craft and workmanship of Rajasthani people that remains unexplored and unseen in India.
The team has always epitomised the elegance, style, valour, and reflected the rich tradition and history of the region. Through the unique partnership, that will see Indiehaat become the team’s official ‘handmade merchandising partner’, Rajasthani artisans will be provided with a much-deserved commercial platform.
In the coming weeks, the team will launch an exclusive line called 'The Royal Collection' in handmade and ethnic Rajasthani goods, which will form the core of its new merchandising line for the Pepsi Indian Premier League 2013, and the year ahead. The collection will represent the unique handiwork of the state’s artisans in Kantha, Embroidery, Kilim as upholstery on furniture, patchwork and Sanganeri Prints . The line will be launched with 25 designs in ethnic Rajasthani Furniture and 25 designs in accessories such as bags, cushions, laptop covers, sleeves and stoles. New elements will be added every fortnight.
Raghu Iyer, CEO, Rajasthan Royals, said, “This unique partnership with Indiehaat aims to encourage and promote the tremendous talent that Rajasthani people have in the area of arts and crafts. The endeavour is new and different, and we trust it will provide a much-needed platform to local artisans in Rajasthan. It will also add to the exciting inventory of merchandise we offer fans.”
Ajinkya Rahane was pleased with the collection and said, “From nurturing school level cricketers to giving talented young players a chance to show case their skills in the league, Rajasthan Royals is a team that is known to support significant causes and provide new opportunities to people. As a player, I feel proud to see us moving into a unique area of business, which will help promote the incredible talent that Rajasthani people have in the area of arts and crafts.”
Commenting on the association, Mr. Shailendra Singh, Director & Partner, Indiehaat Ventures, said, “Indiehaat takes great pride in partnering with a team like Rajasthan Royals. As a cricketing franchisee, the team has always encouraged new talent and supported a number of significant causes in Rajasthan, their home state. We are confident that the venture will be very well received and mark the beginning of a great new interface between artisans and fans.”
The line will be made available on stock and made-to-order basis through www.thechorbazar.com, a young and upcoming lifestyle brand and flagship portal of IndieHaat Ventures, merchandising unique handmade and designer ware. The websites will start accepting orders starting 6thMay 2013. The joint venture also plans to vend through exclusive stores throughout India.
The Rajasthani handicrafts industry has been the lighting beacon of the culture and people of the state, currently exporting goods worth more than $600 million from the state and employing 0.6 million artisans directly or indirectly.
