Sasha

Sasha is essentially a de-centralized network built on complementary competencies of marketing (Sasha Association for Craft Producers- SACP), production (producers collectives like Sasha Textile Artisans Association, Sasha Crafts Services Company, Ruro Agro Services Association), and development (Sarba Shanti Ayog- SSA).

The Sasha range of natural products, furniture, home textiles, gifts and accessories using traditional skills and knowledge are created for contemporary lifestyles. The range covers a wide range of crafts, processes and product lines.

Both Sarba Shanti Ayog and Sasha Association for Craft Producer are registered Societies under the Societies West Bengal Act XXVI of 1961. Their respective Boards today are a mix of members coming from Producer/artisan associations, corporate, management professionals and eminent personalities.

Sasha’s work with small handicraft producers and artisans goes back to 1978 with the inception of Sarba Shanti Ayog (SSA). Very early in its working with the producers SSA realized that basic skills were not sufficient for sustained livelihood of the marginalized producers alienated from their surroundings with the breakdown of inter-community exchange and trading that existed over centuries; or by middlemen who forced them to operate under exploitative circumstances.

Sasha’s effort therefore has been on augmenting the enterprise and creativity at the grassroots through design & product development, process and skill upgradation, quality and environmental conformity, organization development and management, access to finance and direct marketing support.
Sasha today is providing them enterprise building inputs and access to national and international markets. Sasha is long associated with the international Fair Trade movement and a member of the global apex body IFAT and one founder member of regional body AFTF (Asia Fair Trade Forum) and national body FTF-I (Fair Trade Forum-India).

These efforts have resulted in developing craft communities, reviving dying arts and skills, inspiring new creativity for the artisans' expression, recognition and fulfillment while providing vital livelihood support.

The development activities of Sasha include trade skill & business skill development, technological up gradation, design / product development etc; the promotional activities include showcasing the works of marginalized craftsmen in the country and abroad through fairs, exhibitions, websites, catalogues, seminars and workshops; and the marketing activities include product/ market/ designs/ customer research, retailing through Sasha Shop, institutional sales and wholesale in the country and export sales in countries like USA, Canada, Germany, UK, France, Italy, Netherlands, Switzerland, Japan, Australia, New Zealand etc.

Sasha today works with nearly 100 groups of disadvantaged women and marginalized producers & artisans from rural and semi-urban pockets of West Bengal, Orissa, Bihar, North-East and some other states facilitating sustained economic activities in handicrafts, textiles, jute, leather, natural fibres, metal, food products and herbal formulations. About 70% of the producers Sasha works with are women. Most training and developmental activities are handled by SSA while SASHA directs its energy towards accessing markets.

Read about Entally Sasha Textile Artisans Association