Gunjan Kumar, Founder, Amethia Foundation

“The value of Rural Art”

India is identified by many things aside from our people, land, and food; we also have art and crafts that have survived many an epoch. The modern era has seen Indian art attain world wide recognition at the hands of M.F. Hussein, Jamini Roy, and K.G. Subraniyam but those who preserve our heritage by living and creating it on a daily basis have been languishing. Their sorry state is not for lack of talent or skill but of a viable market.Gunjan Kumar recognized this dire situation and established the Amethia Foundation with young graduates of the National Institute of Fashion Technology. They have been trying to provide better opportunities to rural India and Gunjan explains how saying “Company is working in rural areas, where there is a possibility of art and craft development. Our core focus is on

Training, Product Development and Marketing”

“In this way we also make the rural people aware of their old art and craft culture. Ultimately, it will save the Indian rural art and craft design, also enhancing the life style of rural people.”

Though many may scoff and not see the possibilities that lie before them Gunjan thinks differently. He says “There is tremendous scope in this field. Still in the rural area, various kinds of art and crafts men work and develop products, but due to inappropriate platforms, they are unable to get the exact price for that. Through our foundation (Amethia Foundation- works in rural area) and marketing company (Amethia Apparelz) we will provide them with training and financial support during the art & craft development. Once they develop his/her valuable product, our marketing company will market all those products at best prices at different geographical areas.”

“We are working step by step. At present we are working in two states, Bihar and UP. We are running two training programs. Around 100 people are directly associated with our organization in Fields of Training, Textile- making / Design, Painting, Wood art work and Bamboo art work

Their approach to getting the art from Rural India to the world has a systematic approach. Gunjan reveals their intentions saying “Our business model is very simple; this includes three phases Phase-I Training, Phase-II

Product Development, Phase-III Product marketing.”

“During the training period we arrange

• Power point training
• Seminar
• Raw material Sourcing
• Initial Finance”

Gunjan related how as a student he became aware of the prospects that rural art offered. He says “When we passed from NIFT, we observed a lot of opportunities in this field. As a fashion institute we know the value of presentation of product. Here we just simplify the whole process through our business model. The people of areas like Bihar, UP, Andhra Pradesh, Kerala, Bengal and Assam did not set the actual price of this home-made design item. We are planning to organize a fashion show for this rural art & craft design product.”

Gunjan believes that his entrepreneurial journey has very different driving factors and explains his beliefs saying “Well this is not entrepreneurship, I am saying, this is social entrepreneurship. I want to work for society in rural areas and help them in their own business.”

“Yes, this is a very challenging job, but I know this will help thousands of peoples to enhance his/her life style. Through this business module, first time they know their own value, and in any circumstance this is the most valuable thing. Once people know the value of this rural art & craft designing, they will make sure to continue his/her work…in this manner we could save the Indian Culture.”

There are obstacles in their path among which convincing the creators themselves of their products’ appeal is of particular concern. Gunjan says “During the training period, we feel people are trying to leave this art (Because there is no market available within his reach). Once they we assure them about the marketing of his/her product, they are happy to coordinate with us.”

Gunjan is very proud that their first shipment of rural art has already hit Hyderabad and looks forward to the future saying “After Bihar, we are starting work in UP. We are planning to capture the whole of India in next 3 years.”

Gunjan offers simple but potent advice to entrepreneurs looking to capture and fulfill their dreams saying “Make hobby @ your Business.”

Yourstory wishes Gunjan and Amethia emerge triumphant in bringing rural India more business and preserving our arts for the coming generations.