Odisha handloom and handicraft has its own uniqueness, and over the ages it has attracted one and all. Handmade products of Odisha have seen a visible boom, diversification and variety in the recent times. The spread of COVID-19 has enhanced the importance and dependency on the digital market place for selling of products. Showcasing and selling products on online platforms such as Amazon will not only boost the hidden secrets of Odisha’s handmade products such as silver filigree and others but also help reach a larger audience, resulting in higher income for the artists. Recognising the enormous advantages of online selling, World Trade Center Bhubaneswar in association with Odisha Rural Development and Marketing Society, Government of Odisha, Mission Shakti Government of Odisha and Amazon Karigar organized an online workshop on ‘Listing of Handmade Products on Amazon’.

Mr. Rajesh Prabhakar Patil, IAS Chief Executive Officer, Odisha Rural Development and Marketing Society, Government of Odisha in his address lauded this initiative and encouraged more of such programs to be conducted not only for the aggregators and facilitators but also for the weavers and craftsmen, enabling them to directly enlist their products on online platforms such as Amazon and other similar e-commerce platforms. He also highlighted the potentials of different art and craft forms of the State. 

Mr. Deepak Kumar, Assistant Manager, Amazon India, made a detailed presentation on the competitive edge that Amazon has over other e-commerce platforms. He introduced the concept of ‘Amazon Karigar’ and also pointed out its successful outreach so far with various states of India and their respective Emporiums. “Amazon Karigar has more than 8 lakh active weavers and artisans from 22 states of India, since its launch in 2016” he revealed. Ikkat sarees, Ikkat handloom stoles & dupatta, Dress Materials, Lungi and Gamcha are the highest selling products from Odisha, he added. He presented a case study of a seller from Odisha who received a much-enhanced market outreach through the ‘Karigar’ platform. Mr. Kumar also provided insights on different marketing strategies that could be adopted by the sellers to get competitive preference. 

Mr. Durga Nayak, Officer, Amazon India, in his deliberations demonstrated the online seller registration process. He explained the step by step process of registering a craftsman or weaver as a seller and also shared certain techniques, which if followed, would enhance the visibility of the sellers’ products.

Ms. Nimeshika Natarajan, Assistant Manager, World Trade Center Bhubaneswar, concluded the session by speaking about the changing facets of Odisha’s art and craft. Ms Natarajan pointed out that the increasing demand and visibility of the products from the state is due to factors such as diversification in product variety, ranging from sabai, terracotta, hand painted sarees etc.Ms. Natarajan also highlighted a recent development of private aggregators growing in numbers which is a positive indicator for the state. 

An interactive question answer session added more value to the program.
Ms. Asha Mohapatra, Assistant Manager, World Trade Center Bhubaneswar proposed the vote of thanks.