I have always shopped for handicrafts at melas and exhibitions or while on travels, by visiting the places these handcrafted products are made. But now, more than ever, things have shifted online, especially in light of Covid-19. And it was from this need to connect artisans and weavers together with consumers in a way that empowers them and spotlights their work, that Common Thread was born.
The need to re-imagine how handwoven products are sold is what drives Common Thread. It aims to provide a platform for handloom collectives to showcase the works of artisans and weavers so that it uplifts rather than burdens them. Their first campaign was with Desi Trust and currently they are working with 5 weaver collectives sell regional handwoven towels. Common Thread works with weavers and collectives across India from rural and semi-rural areas. They aim to simplify the retail process so that they are confident marketing their weaves through simple campaigns.
Here, it is all about keeping things as simple and minimal as possible. It's all about making sure that the community is able to participate in the online space in an easy and accessible manner by themselves with minimal interference.
Currently, they are running a campaign showcasing different types of regional towels that can be purchase online.
