Matsya – A Unique Indian Handicraft Store
Just like a fish that wades against the strong currents and swims across thousands of miles to reach its destination, matsya, a unique handicraft industry, pioneered by Neha Gandhi has travelled miles since its inception in 2009. Matsya brings with it a wave of good news for all ethical shoppers and handicraft enthusiasts who wish to buy hand made products to support the Indian handicraft industry.
Meet Neha Gandhi, a 36-years graduate from Sir J.J School of Fine Arts, Mumbai with more than 11 years of work experience in the craft industry, armed with an initial investment of Rs. 10,000/- from her own savings, started matsya almost two years ago. She says, “matsya is an extension of my personal and professional experiences in life. I have always been inclined towards Indian culture and traditions followed with crafts and handmade products.”
Post the earthquake of 26th January 2001, in Kutch, Gujarat, Neha got introduced and exposed to the rich culture and traditions of Kutch. This extended her career with several NGOs in Ahmedabad (Gujarat) including fair trade organisations in (Mumbai).
It all started out with her volunteering with the Behavioral Science Centre, an Ahmedabad-based NGO that was dedicated in relief work in Kutch. This exposed her to the rich culture and traditions of the region.
“This was a turning point in my life as I never looked back again and my journey began in Kutch. I worked with them for five years developing a complete capacity building programme with the women artisans who gave me a very in-depth understanding of rural life, culture & traditions,” adds Neha.
During her tenure with NGOs, Neha realised that there were not enough and right marketing platforms and strategies which would eliminate the middlemen and make the trade fairer. Markets were growing and evolving which was not adapted by the craft industry and she decided to build a bridge between the artisans and urban markets through her initiative called matsya.”
What does matsya mean?
The design of her company logo is a colourful fish, which is so unique and brilliant that one can’t help but ask its significance. Neha smiles, “matsya means fish in Sanskrit. As an artist, I use this form in all my work like paintings and pottery. The fish is very versatile and is found in all cultures across the world; hence very easy to relate and connect. The fish is considered to be unique and auspicious in certain cultures, especially for weddings. It has been adapted in all tribal craft communities globally and it’s always moving. This somewhat reflects my personality and therefore I decided to with the name matsya.”
What does matsya do?
Handicraft is the second largest source of livelihood in India, after agriculture. It is estimated that every 7-10 years nearly 10 percent of the 23 million artisans from rural India move on from traditional crafts, handed to them over generations, in search of better opportunities in other towns and cities.
Neha mentions, “If this trend continues, traditional Indian craft could be lost in the next few decades and matsya’s aim is to present traditional handicraft products in contemporary style and market them to urban buyers. This helps create a livelihood for artisans and thus preserve our traditional craft.”
Presently, matsya only constitutes Neha for managing all the operations. There other people who have worked for matsya externally from time to time include Volunteers, Designers, Researchers and Interns. “Now I am looking out for people who would like to work at matsya on part time and full-time basis,” adds Neha.
Neha further mentions, “Most of the NGOs and craft groups that are presently working with me are through my own network and database, as I have a very strong rapport with them. After initiating matsya, many new groups have contacted me through my website. matsya does not employ craftsmen, we partner with the NGOs directly who then work with the craftsmen. I deal with the NGOs and then they would take care of the business aspect.”
At matsya, she partners with different NGOs, small micro enterprises, women entrepreneurs’ SHGs (self-help groups) who are already creating some of the products, which she carefully selects and sources the products. Neha also provides them with timely design suggestions based on her present online and offline markets through the website, exhibitions, social media, regular retail collaborations that she is involved with.
Neha admits, that initially not many NGOs were ready to partner as they could not visualise the brand so she had to start with whoever was willing to partner which was not very ideal at that moment.
Products and Services rendered by matsya
matsya aims to offer traditional and yet contemporary products that match the lifestyle of urban homes, customers and tourists who visit India and are looking for Indian gifts to carry back as mementoes. They also offer certain services such as Artisans’, ‘Craft Tours’, ‘Consulting and Support’ and ‘Gifting’ and Neha explains how each one works.
Working with artisans:
This includes specific design workshops and training to NGOs or even individual artisans, women entrepreneurs providing them with inputs based on our present markets, building their capacities wherever they are lacking. “One such training I imparted with an NGO called Utthan who work with the rural women of Rajula in Bhavnagar Gujarat. The women here were exposed to the basic idea of design using their own skill sets,” remembers Neha.
Craft Tours:
“This is the most wonderful project according to me that has emerged at matsya. The main aim is to take the global traveller to experience the rich culture and traditions of a region. At the moment it’s Kutch, in Gujarat,” add Neha with a twinkle in her eye.
The tour is also aimed at interesting collaborations in the area of craft and design. There was one such project that matsya engaged with Maria Joau a Portuguese based designer who came to learn block printing and tie and dye in India. She got in touch with matsya which exposed her not only to her subject but gave her an in-depth understanding of various issues in India.
She further adds, “Together we worked on a book called Craft Tour that was ideated by me and designed by Maria. The book includes lovely illustrations by her and is a complete guide for anyone who wishes to take the craft tour in India.”
Currently, Neha has only three copies of Craft Tour with her. “I need some funds or a good publisher to publish this book so that everyone can enjoy this book at a reasonable cost. The book covers Kutch and all that we do in a craft tour at the moment.”
If you’d like to experience the essence of Indian handicraft, why not take a virtual tour of what you can expect if you were to visit in person! matsya invites you to a journey of traditional Indian crafts; to know more, go here – http://matsyacrafts.com/craft-tour-3/
Consulting & support:
This service would be to NGOs or any entrepreneurs, corporate interns who are seeking specific requirements in the area of crafts.
Matsya and its partnership with NGOs
The partnership with NGOs is to provide them with a strong marketing platform both online and offline through matsya’s present network and database. matsya very carefully selects the products as per the demands of the market and also provides them with design suggestions.
Neha further mentions, “We participate in informal fairs and exhibitions taking rural crafts far and wide and try to connect to the right customers and markets. We take a lot of initiative in creating awareness to the customer about the crafts through our branding and social media promotions. This in return seeks good and ethical business eliminating the middlemen who would probably never understand the trade and gives the NGO a sustainable business over the year.”
Social Media has helped matsya a lot especially facebook. Having large community is a clear indicator of the trust they have in a brand like matsya. “It motivates me to take up more interesting projects and also helps in spreading the word and getting through to the right kind of customer,” says Neha.
Shopping for matsya
Ethical shoppers and handicraft enthusiasts can buy matsya’s products in three stores in Mumbai – ‘our lil bit’, ‘maati’, and ‘bliss’. Neha has also conducted some events at Mother Earth, a Bangalore based organization which has stores across India. Recently, in Mumbai, matsya ran a one-month long event in a craft based shop “The Shop” in Bandra, Mumbai.
Some of the unique products to look out for at matsya are the terracotta lamps, their signature tribal wall art range, fridge magnets, finger puppets, pencil tops, jain keri hand embroidered cushions, craft tour and craft tales books by designers and interns, and other unique products created by NGOs and various craft groups and women entrepreneurs.
These are designed based on the present market trends and the constant customer feedback from the customer which are fast to sell and brings more regular and sustainable business, and also benefits in scaling up both for matsya and the affiliated NGOs.
Supporters of matsya
Any noble movement needs support and recognition from the masses. The main supporter of matsya is flying cursor a digital based company in Mumbai who designed the website for matsya, Diti Kotecha a graphic designer who designed the matsya logo and designer Nash Paul offers creative support and for Neha, all three have been a huge moral support for matsya. “ I would also like to mention that the present office space that I am sharing is with other startup companies flying cursor, Mash Sports & Entertainment , 8848Sports , hoolahup design, and who have generously given matsya an office space from where I carry my operations in Bandra, Mumbai,” quips Neha.
All the volunteers, interns, designers who designed craft tour and craft tales, photographer friends, matsya products, family, and facebook fans are a great source of strength for Neha. She mentions MLA Priya Dutt and ace choreographer Farah Khan, are proud owners of matsya products.
Future for matsya
Before bidding adieu, Neha shares her dream and future plans for her pet project matsya. Her future goals for matsya consist of a complete e-commerce website for matsya, a store in Mumbai, franchisees, exhibitions in Mumbai through informal platforms, international exhibitions, workshops, trainings with NGOs, regular craft tours and expansion of craft projects and partnering with more tribal communities and NGOs.
Well, we sure hope to see a lot more of matsya and the vibrant new designs and products that will adorn our homes and offices and make perfect gifting options during festivals and birthdays.
Collaborate with us:
Write to us at tanya@tanyamunshi.com if you’d like to get featured or collaborate with us at The Lifestyle Portal.
Is there any outlet in Goa? Should do well. why don;t you have an exhibition in Goa
Hi Ana,
At the moment i don’t have any outlet in goa, but definitely in the near future planning one. If you know of any exhibitions or can think of some good space let me know matsya can always come over:)
cheers
neha
please share your address in mumbai
‘
Matsya Is really doing well,I am working with an NGO for Handicraft and Artisans for the upliftment of traditional art but I found that they (NGO) are doing only for their benefits only.
Neha You are doing really well.
all the best
best regards
yashwant
Matsya Is really doing well,
I am working with an NGO for Handicraft and artisans for the upliftment of traditional art and craft but I found that they (NGO) are doing only for their benefits.
Neha You are doing really well.
all the best
best regards
yashwant
We are looking for genuine handmade products made exclusively by tribal or village people. We wish to buy in bulk quantity. But before buying we will personally visit the source location to get assured about quality and the production. Our main aim is to avoid the middle person or traders in between us and manufacturer/artisans.
Can you help us with contact details of such manufacturers or artisans?
Hi Sanjay,
thanks for getting in touch. We have a few entrepreneurs featured on our website who exclusively employ village artisans. You can get in touch with them directly through their email addresses and Facebook pages.
hi am doing handicrafts in auroville pondicherry.like a handmade paper lampshades
please contact me
Dear Kathiravan,
Please share your contact details
Dear Sanjay Sawant,
I work directly with Artisans, and would be more than happy to supply you hand crafted products.
please get in touch at sonisonali@yahoo.com
Hi Tanya
Glad to know the facts and reasoning behind Matsya. I wish your entire team all the very best.. Do you have the list of NGOs/entrepreneurs employ village artisans. Thanks in advance
Hi Sriram,
Thanks for your encouraging response. Well, we’re in the process of collating a list of organizations such as ‘Matsya’ who employ village artisans to be featured on the site. In the meantime you could check out the following organizations whom we have covered on our website such as – ‘Roots2Shoots Organics’, ‘Krya’, ‘Pink Brown, Copper’ and ‘Eco Corner’ – who employ village artisans/ farmers and rural professionals for work.
Regards,
Tanya
Pl visit my fb page for a brief idea on my craft items.
http://www.facebook.com/odissycrafts
odissycrafts@blogspot.com
Hi there,
Thanks for writing in. We’d love to have a look at your craft work.
Hi,
You may check the first Indian Online platform for artisans and the winner of South Asia Manthan Award at http://www.aporv.com.
Am planning to come to retail handicraft. Would like to seek your assistance. Can you help?
Hi, nice collection.
Check out our store too at Artesenia
Regards,
Hi Neha, beautiful story and amazing work there. I’d really like to contact you to ask you more about what you do as this is something even I am doing but on a different level. Do provide me with an email or any sort of contact, I’ve also submitted mine through this comment box. Do get in touch, thanks.
Hello,
We are a Netherlands based web-portal – Discovered (www.discovered.us) trying to create a global platform for artisans across all developing countries. India is one of the leading countries till date and the entire idea of Discovered has germinated on this very land. Lead by a young female entrepreneur Judith Evers, we are currently in India and looking to get supported by the media here. We would love to discuss more with you and get featured in your blog
Do tell me how and when we can take this ahead.
Best Regards,
Nehal Tiwari
Country Activation India
Mo- 9969613177
Dear Nehal,
Thanks for getting in touch. We have sent you an email regarding the same.
Look forward to hearing from you!
Regards,
Tanya
Hi,
Am faculty at NIFT Mumbai.
We are looking for the places/ organizations for our students to do the craft documentation. where students will learn from the crafts men and give their design input.
let me know if your organization can help me with this.
we can discuss things in detail upon contact.
Thanks & Regards,
Manisha Singh
9920909314
Hi Manisha,
Can you email me at neha@matsyacrafts.com or call on the no below to discuss further.
Regards
Neha
91 9833099522
I have products to share with you kindly connect on 08551035625
Hello Neha,
Good to know about your work.
are you located in Mumbai currently?
I am passionate about arts, and would wish to work with you?
Let me know how could I get in touch with you.
Hi I m Siporex carving artist. we make wall relief art mural n sculpture, wall hanging etc stone crafts. I need sell my art work . bcoz I hvnt order n buyer . can ur NGO matsya help me?
Need to contact you for selling your product in bareilly and utranchal
i am also working in the same field for more than a year. i need to talk to you regarding a business proposal. kindly reply as soon as possible. its beneficial for both of us.
.
thank you.
Pranay
We need to buy handicraft item in bulk. So please let me know about products and their cost. Please inform me about all the details as soon as possible it’s urgent.
Hi,
Please get in touch with me at 7506936140.
warm regards
Ismail
Dear Mr. Rawat,
Thanks for writing to us. We shall direct your query to Matsya.
Warm regards,
Tanya
Hi
I am interested in starting online handicraft business and marketing at International level.
I am new to this and seek help from you
Regards
Bhavesh
Need to talk to you liked your products interested in reselling your products
Hello Neha,
Today I read about ur work for Indian handicrafts I m really impressed I love the Indian cultures and arts and have been thinking of doing some work related to this field I m an electrical engineer by profession but realy want to become a part of such ngo somehow. If u can suggest and advice me something i would be deeply thankful.
Regards
Chintan l
Hi Neha Ji,
I’ve made beautifully designed perfumed gel wax candles and seeking some source for selling. Can you pl. advise me on this
Regards
payal
Good work. Kinky let me know where in Bandra the shop is situated.
Hello, i am making silk thread bangles. There is any way to sell at your platform?
Hi!
Amazing collection, must say. I want to go for bulk purchase of the handicraft items. Would also like to make a visit to the source location to have a better idea of the quality and also want to avoid the middle man or traders. Kindly let me know how we can go about it. will it be possible to connect the artisans with us.
Many thanks!
Good wishes to Matsya for their beautiful initiative.
Regards,
Projna
Dear sir – madam
I am metal handicraft artisan from Gujarat INDIA.
I would like to sale my product in exhibition.
Hai! Neha really you are doing good service and now i need your help to bring up women in the society through their own intiative. Will you help me giving your ideas and support to sell the product. send your good reply. thank you.
Hi Neha
Congratulations on this wonderfull thought and work you are doing. I am planning for a small exhibition in Delhi in the month of November in a college to encourage college students and spread awareness among them about Indian handicrafts. Would you like to come over and join us or can you suggest any artisans who would be interested. Please contact as soon as possible.
Shreya.jn22@gmail.com
Shreya jain
thank you
Hello Tanya munshi,
I am Naveen Kumar. I just started my entrepreneur journey In Indian Handicrafts as the name of IndiARTcare. It’s an online platform where anyone can shop Indian Hand crafted products Directly Through http://www.indiartcare.com . It’s a startup and I dreamed to make it one platform for whole Art and Artists in India. I want to know more about Indian Handicrafts and want to connect some more artists. If You can help me as you like I’ll be very thankful to you.
regards,
Naveen Kumar
http://www.indiartcare.com
care@indiartcare.com
Hello Mr. Naveen Kumar,
Thank you for writing to us at The Lifestyle Portal. Please do send us an email to tanya@tanyamunshi.com and we can take it from there as to how we can collaborate and help spread the word.
All the best.
Regards,
Tanya
I have products to share with you kindly connect
Matsya is a treasure trove of exquisite Indian handicrafts! Their unique pieces showcase the rich cultural heritage of India. The craftsmanship is unparalleled, making it a must-visit for art enthusiasts.