Vi, a leader in India’s telecom sector, is blending technology with tradition through its innovative “Artisans of India” initiative. This program, launched across Vi Stores in 12 states, leverages digital platforms and retail spaces to bring the intricate work of over 60 artisans directly to consumers. Partnering with NGOs, Vi is using its expansive network to showcase a range of handcrafted products, including hand-painted bags, chikankari embroidery, and decorated diyas.
The initiative highlights Vi’s commitment to harnessing technology for social good. In Kolkata’s South City store, for example, Universal Smile featured hand-painted cloth bags, with sales supporting an orphanage. In Gujarat, specially-abled children from the Astha Foundation displayed tech-enhanced, digitally marketed diyas, showing how innovation can amplify traditional crafts.
Vi’s approach also includes using digital tools for storytelling and promotion, ensuring that the artisans’ stories reach a wider audience.Through “Artisans of India,” Vi is setting a precedent for how technology can be a catalyst for preserving cultural heritage. By integrating local craftsmanship with cutting-edge retail strategies, Vi is not only empowering artisans but also redefining how traditional arts can thrive in a digital age.
