Chitrika

Chitrika  is an ‘artisan-owned’ brand of the producer companies promoted by  Chitrika Foundation , an NGO based in Hyderabad. The producer enterprises Read more promoted by Chitrika will collectively use this brand name. With ‘collective gain’ as its core vision, we stand for what small artisan collectives can achieve ‘collectively’ while also enabling an equitable share across the value chain both for the craft community and its service providers as well as the consumer. We stand for affordably priced, ‘zero-bleed’ range of vibrant colors and thoughtfully designed high-quality products that are rooted in traditional techniques, and yet offer you just that surprise twist you may be looking for! A “Chitrika” product is a labour of love and hard work put together by the weavers and their Company staff who are weavers themselves – from planning to its complete execution – with support from the Chitrika Foundation team. In that sense, it is truly a ‘hand-heart-mind-crafted’ product! A design approach that is inclusive – which a large number of artisans can adapt to with existing skills or with minimal training while gradually increasing their earnings – has been at the core of our design philosophy. While gently pushing the ‘skill boundaries’ of the artisans, we work to present their traditional techniques and design repertoires through fresh interpretations in product lines that are representative of market aspirations.

Chitrika's core vision is 'collective gain' - enabling small artisan collectives to achieve collectively while ensuring an equitable share across stakeholders.

Chitrika began working with 10 weavers in 2006, established four cooperative societies in Srikakulam in 2006, and merged them into a Producer Company in 2014.