Hyacinth is a step towards reviving Indian handicrafts and the artisans making these handicrafts. It’s a brave initiative to connect with different dimensions of indigenous handmade products and cherish each and every aspect of their tradition. Hyacinth is a socio-economic venture providing an online marketplace for promoting, selling, and buying Indian handicrafts along with a vision of improving and upgrading the artisan’s skills and their life.

Hyacinth closely trains and employs artisans. In an industry where more than 90% of the artisans are women, many of Hyacinth products have been handcrafted by women artisans. Proceeds from the sale of Hyacinth products go into the design and production of more innovative products while striving to keep the craftswomen employed.

In recent times though, Kashmiri Sozni  craft has been dying a slow death. The major factors have been the lack of innovation in design and the Chinese invasion of mass-manufactured, cheaper look-alikes. While there have been designing interventions in the past. However, few have ensured sustainable work for these craftspeople.

The attempt has been to reorient the craft to the modern context by ensuring that each design has a utilitarian value and an aesthetic value. The result is a series of products in the lifestyle space that has showcased the adaptability of this traditional heritage.

Most Crafts in India continue to remain fragmented and have little focus on building a strong brand or consistent imaging. We at Hyacinth believe in strong communication and quality product design in the crafts sector hence it enables these traditionally crafted products to be showcased on par with the contemporary-created products of today in lifestyle stores and not be limited to the craft fairs alone