GOWRI MANICKAVASAGAM
AHMEDABAD, MARCH 2
Recognizing the limitless opportunities Amazon Karigar could offer a Mud work artisan like him, in terms of reach and expansion of his customer base, tech-savvy Majikhan Ilamkhan Mutva, 30 from Siniyado, in ‘White Rann’, joined hands with Amazon Karigar in 2017 to expand his business.
In a short span of two years, Majikhan observed 5-fold growth and achieved popularity among customers – both online and offline.
When asked about his business fundamentals, Majikhan Ilamkhan Mutva said, “It is difficult to connect with potential customers only using local contacts. I have my YouTube channel, Facebook and Instagram accounts – where I showcase my work and get queries, and accordingly supply for orders. However, after going online on Amazon, there has been a steady growth in orders. Since the time I started selling on Amazon.in, I have witnessed over 5X growth. Amazon.in has allowed me to expand my customer base and generate a greater income all while achieving good visibility across cities in India.”
“I have been working and gathering other artisans and craftsmen in and around my village to Kutch. They work hard on the orders that come into us since they are still learning how to use Amazon’s services, I have been helping them out. We hope to be big enough and build a community of artisans in our village, empowering and encouraging others to make a profit through their craftsmanship,” added Majikhan.
Buoyed by the business opportunities, Majikhan Ilamkhan Mutva is on a mission to keep the art of mud work alive at his native Siniyado along with 40 other families – that make up the 250 people of the village who are all part of the Mutwa community who have been practicing this mode of art for years.
As a child, Majikhan observed and learned the art of Mud work and has been selling his pieces since 2013.
Mud work uses materials like clay, mirrors, and wood. While Majikhan makes his artworks from scratch in Siniyado, he travels to Bhuj for all his raw materials claiming the golden brown mud is perfect for his work. Majikhan spends anywhere between 3-4 hours to a couple of days on a single piece depending on the complexity of the order. Currently, Majikhan is the only one in his village who makes these artworks using technology to make sales comfortably from his home. It is this drive and initiative by Majikhan that has been responsible for inspiring others in his village to follow his lead.
The Amazon Karigar programme was launched by in 2016 to enable small businesses like Mutva Mud Work Art run by Majikhan to benefit from e-commerce and grow their businesses. By partnering with such organizations, Amazon is contributing to the revival of dying artistries from across the country. The Karigar store on A.in is a dedicated storefront for sellers under the Karigar programme that aims to give prominence to India’s rich handicrafts heritage by enabling weavers and artisans to showcase ‘Made in India’ products to customers. It exclusively promotes handlooms and handicrafts from across the country, in line with Amazon’s vision of transforming the way India buys and sells. The store also educates consumers about traditional handicrafts while allowing them to purchase these on the Amazon.in. Marketplace.
