Impact Assessment Report of the Project Tarasha

The Impact Assessment Report carried out by the Art X Company for Project Tarasha highlights the programme’s key impacts, including training, capacity building, market access, design collaborations, and digital transformation for rural craftpreneurs.

Project Tarasha is a social initiative by Titan Company Ltd focusing on artisan entrepreneurship development program that aims to empower rural artisan entrepreneurs Tarasha terms as Craftpreneurs  to create sustainable business in modern markets. Tarasha was launched during the pandemic to support livelihoods affected by Covid-19. The initiative further evolved into a systematised support system involving Capacity Building, Design Mentorship, Market Access and Digital Transformation. 

In the implementation year 2023-2024, the project benefited 261 direct and 4,080 indirect beneficiaries across India. The program focuses on  non-textile and languishing crafts, such as metal, wood, glass, and hand painting, ensuring preservation and commercial viability. The Project Tarasha is implemented in partnership with  Creative Dignity and the Industree Foundation.

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Key Findings:

• The project developed a database of 318 artisan entrepreneurs and covered 51 unique crafts across 18 States and Union Territories.  
• A generational shift was observed, with 60% of the Creative Enterprise Development (CED) cohort aged between 19–25, indicating strong interest from the next generation in carrying forward craft legacies. While 71.6% of total participants were women, they represented only 10% of the advanced CED cohort, highlighting a significant “drop-off” point in the transition from participation to leadership and enterprise ownership. 
• The CED cohort created 131 new designs, blending traditional techniques with contemporary aesthetics. 14 designer collaborations resulted in market-ready innovations, leading to a significant revenue boost for participants (e.g., one artisan’s sales rose from ₹20,000 to ₹1,00,000 after incorporating new designs). The program successfully fostered a sense of professional confidence and self-esteem among artisans by highlighting the cultural and economic value of their work.
• 10 shortlisted enterprises were finalised for intensive interventions, and 92 artisans received deep-engagement support to strengthen business sustainability. Workshops trained 35 artisans in smartphone photography and social media marketing.
• The Gwalior workshop alone led to ₹11.5 Lakh in sales following social media engagement. Four artisan websites were piloted via the Fynd platform to provide professional digital storefronts and long-term online retail access. 
• Seven market events generated a total of ₹67.45 Lakh in sales. The top-selling event was the Tarasha Craft Exhibit in Bengaluru, which earned ₹34 Lakh. The project established 13 B2B partnerships with brands like iTokri and Okhai, and generated ₹8.26 Lakh from corporate gifting orders.  

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