👉 Vijay Jain – Thoughts, Notes & Frameworks

I recently spent a few days in Kutch, leading up to an event held in Bhuj, organised by MKSSS’s School of Fashion Technology (SOFT), Pune, of whose Advisory Board I am a member, and came away encouraged by what thoughtful, on-ground collaboration can truly achieve.

The engagement was part of SOFT’s annual, sustained programme — Astitva, undertaken along with the Nanavati Trust, in close collaboration with local artisan communities. It went well beyond classrooms—into craft clusters and villages—engaging directly with National Award–winning artisans, their processes, their people, and living traditions.

What made the experience particularly powerful was the larger ecosystem that came together—students, faculty, designers, artisan and weaver communities, NGOs, voices from government, and practitioners from different sectors—all part of the same conversation. That kind of intersection is rare, and it matters.

From a management perspective, this is where I found myself pausing.

Much of the dialogue—often unintentionally—was framed as an emotional ask. The sentiment was familiar: people should buy because this is heritage, because livelihoods are at stake, because these traditions deserve support.

While deeply understandable, this framing has its limits.

Because while for artisans this work is livelihood, for the consumer it is choice. And choice is not driven by sentiment alone.

The real challenge in scaling craft-led ecosystems lies in building relevance.

Relevance in design.

Relevance in silhouette, colour, fit, and function.

Relevance in how craft fits into modern lives, not just into museums or exhibitions.

This question becomes even more critical in a world where technology and AI are advancing rapidly—reshaping design thinking, enabling faster prototyping, and simplifying manufacturing at scale.

On the question I kept returning to—consumers have choice, and technology and manufacturing are powerful enablers—the issue was simple. The question I posed to the audience was: why should a consumer choose us?

It may have been too large and diverse a gathering for a single, fully articulated answer to emerge. But for me, the answer was clear.

The differentiation lies in authenticity.

When something is truly authentic—rooted in real people, real processes, real skill, and real time—the entire narrative changes. The story becomes credible. Awareness builds. The value proposition sharpens. The product no longer competes on emotion alone, but on meaning.

This matters even more for Gen Z, who are drawn to transparency, honesty, and purpose they can believe in. For them, authenticity is not a marketing layer—it is the filter.

If craft-led products are to scale sustainably in a technology-enabled world, authenticity is not just a virtue.

It is the strategy.

India’s craft traditions will endure not through nostalgia, but through community, collaboration, and continuity—supported by relevance, respect, and systems that allow them to live, evolve, and remain chosen.

Grateful for the conversations, the learning, and the quiet confidence of communities that have been creating for centuries.

– Vijay Jain