SHILLONG: Living Roots Handmade (LRH) which aims to promote local artisans and support rural economies by providing opportunities for supplementary income to agriculture, was formally introduced on Tuesday at a gala event at Lum-Marai, Motinagar, Shillong.
LRH’s is an umbrella brand under which products created under the sustainable livelihood generation and entrepreneurship development program of the School of Livelihood & Rural Development (SLRD), an initiative of Gyanav Social & Welfare Society, are provided wide market reach.
One of their more unique initiatives is the Meghalaya Zardozi which stands out in the use of colours and simplified motifs that are typically seen to embellish the weaves of the various tribes.
A standout feature of the initiative by SLRD and LRH is that the skilling activities are designed around the lifestyle and skill set of the beneficiaries, which makes them more effective and far reaching. The product designs have been innovated to keep in tune with the latest trends in the market as well as the skill and time constraints of the artisans.
Over the last three years, a number of products were developed by SLRD together with various communities spread throughout Meghalaya with the direct involvement of about 5000 people who were trained in various skills.
LRH in the end, while ensuring quality standardisation, seeks to create the market as well as local awareness for the products and it will also have online presence very soon in shopping websites like Amazon.
