India has 2% share in annual global handicrafts market (400 B). Gaatha is an online archival and sales platform to improve this situation.
Industrial goods sell on features, crafts sell on stories. - Of the 1.17 B Indians, 55 M are 'full time' and about 200 M are 'part time' craftsmen. The urban slum dwelling workers are mostly former potters, weavers, sculptors etc. We aim to thoroughly document and bring these fading, 'high skill', crafts stories onto online public domain and then present the viewer with a prospect of 'purchase', thus fostering reliable revenues to the artisans.