New Delhi, July 27 (IANS): IndianRoots.com, an online marketplace for Indian fashion, has joined hands with Craftroots, an NGO run by Anar Patel, who has for long been championing the cause of Gujarat artisans.

Craftroots’s objective is to strengthen artisans and their crafts tradition by providing them design inputs, fair wages and a marketing platform as well as educating the market about these crafts.

IndianRoots will act as an enabler to highlight and promote the goods by the artisans of Gujarat.

“I started working with the craftsmen of Gujarat, at almost the start of my professional career, around 20 years ago. There is always a need... a market platform to promote, value and acknowledge their talent, thus enabling them to get a steady source of income.

"We at Craftroots, wanted to take the e-commerce route as one can reach a wider audience with just a click. IndianRoots was the natural choice as they are committed to work towards uplifting and highlighting the artisans of India," Patel, founder of Craftroots, said in a statement.

Earlier this month, IndianRoots had launched a tie-up with Banka Silk from Bihar.

“Consumers are gradually opening up to the idea of using Indian products in their daily lives. But procurement of genuine artisan products and awareness of genuine sources is not easy in India," said Rahul Narvekar, CEO, NDTV Ethnic Retail (IndianRoots.com).

"IndianRoots offers a platform connecting these grassroots level organisations with our customers across India and worldwide. What gives me great pleasure is that through our partnership with Craftroots we will be able to help more than 500 women to become financially secure," he added.