Creative industries are emerging as a powerful way for rural youth to explore new livelihood opportunities based on their traditional knowledge, using new ways to showcase their talents and support the community.
India, a country with diverse cultures and traditions, has long been a treasure chest of creative practices. These traditions have been passed down through generations and play an important role in developing India’s global identity. In recent years these creative industries have become a powerful way for youth in rural India to explore new livelihood opportunities based on their traditional knowledge or use new ways to showcase their talents and support rural communities. The path, however, remains fraught with challenges.
The creative industry covers various activities, including crafts, textiles, music, dance, painting and more. A recent report by the Asian Development Bank shows that India’s creative economy accounts for nearly 8 percent of the country’s employment, higher than the corresponding share in Australia, Mexico, Australia and Turkey.
A shining example is the story of ID Fresh Food founder PC Mustafa, who was born in a small village in Kerala and rose to become a business leader. He realised the great potential hidden in the age-old culinary traditions of India.
Mustafa’s innovation lies not in inventing new recipes, but in packaging and distributing idli batter as a ready-to-use product. He thought of a solution that would save users the trouble of grinding rice and lentils and at the same time provide the healthy taste of idlis at home.
From selling 100 packs a day to catering in various cities in India and now expanding in Dubai, ID Fresh is currently a Rs 100-crore company producing 50,000 packs a day and employing about 1,100 people.
Mustafa’s success is not an isolated incident. The creative industry has the potential to empower countless youth in rural India.
“Reviving indigenous businesses is a significant step towards promoting rural entrepreneurship and economic development,” said Sanjana, Product Manager – Financial Inclusion and Impact Assessment, Rang De, that has for over a decade worked with more than 20 artisan communities and several more indigenous entrepreneurs like those foraging forest produce for medicinal products, tea and spice cultivators, handicrafts, woodworkers, tourism and homestay owners.
One of the burgeoning opportunities that has emerged in recent years is bridging the rural and urban divide through digital platforms, wherein villagers can generate earnings by connecting with businesses in cities through online platforms and local support. This income not only supports them but also their community.
Mukesh Choyal from Barwani district in Madhya Pradesh is one such farmer who started a flower-selling business with the support of Transform Rural India (TRI) and Rang De. He was able to successfully establish his supply chain outside Barwani and get connected with the clients living in cities nearby.
“The new generation’s connection with social media and easy access to information allows them to try creative businesses,” said Annu Shree Tiwari, Manager, Global Opportunity Youth Network, TRI.
Promoting rural incubators is also the way forward to achieve this. Setting up incubation centres can help micro-entrepreneurs scale up. For instance, a young musician living in a village can be trained in music recording, digital marketing and other business skills to pursue a rewarding career in music. It’s through means like this that Adiwasi Nimadi Malwi Songs has gathered over 62,000 followers on YouTube, with most of its videos having over 10 million views.
Similarly, Kheta Ram, a weaver from Rajasthan, has also established a business to take forward his ancestors’ pattu weaving art. In the neighbouring state of Maharashtra, a group of young artists in Dahanu village of Thane district decided to use the traditional warli painting as a solution to poverty. They formed a partnership and started making warli art on various products such as clothes, home decor items and stationery.
Initially, their sales were limited to the local market, but with the help of social media and e-commerce, they expanded to the national and international markets. Their successful business not only improved their financial situation but also earned their village recognition as a centre for warli art, propelling it to emerge as a popular tourist destination. This has led to the growth of other local businesses and the creation of jobs.
Sakshi Bhyadiya from the tribal town of Jhobat in Madhya Pradesh also found her calling in art. She took up the traditional pithora artwork, and her paintings became popular on social media. The highlight of her journey came when Prime Minister Narendra Modi wore a jacket with Pithora artwork painted by her.
Traditional arts and crafts can also be showcased well by fostering rural eco-tourism, which generates local employment and creates demand for regional goods and services. A case in point is the Kodar Vanchetna Camp, a joint initiative of the Mahasamund district administration and the forest department in Chhattisgarh. Converted into an eco-tourism facility, the scenic spot near Kodar Dam offers a perfect weekend getaway to tourists, while ensuring local employment and better income for rural youth.
The journey in the creative industry in rural India is however beset with challenges. Rural areas have limited access to infrastructure and other resources. Additionally, awareness of opportunities remains low among people.
In a bid to tackle these issues, various organisations have been coming forward with their initiatives to provide training, market access and financial support to rural artists and entrepreneurs. Government initiatives such as ‘Make in India’ and ‘Startup India’ are also adding to the required boost.
“Each community has its own challenges when it comes to setting up a sustainable business,” said Sanjana of Rang De. “But a common thread is the challenge of accessing formal credit. We meet the specific requirements of these communities to not just provide credit but also work with other partners to provide them with market access and fair pricing for their products,” she added, narrating the case of Neeraj Swami who started a rural cafe on the Agra-Mumbai highway at Sendhwa in Barwani. Swami was mentored by an enterprise mentor and given loan support of Rs 50,000 from Rang De.
The biggest issue with entrepreneurship in rural areas is the lack of risk-taking capacities, said Tiwari. “The lack of support from families to get into creative business holds back youth from experimenting with it.”
However, the availability of the required support can pave the way for a better future for creative industry in rural India, where arts and crafts can help ensure better livelihood and income.
The lead image at the top shows Sakshi Bhyadiya from Jhobat, Jhabua in Madhya Pradesh, who has become a tribal influencer on social media by promoting her artworks. (Photo courtesy Sakshi Bhyadiya)
Sanjana Kaushik is the Manager – Youth Hub at Village Square.
