Founded in 2009, Samoolam began as a movement rooted in grassroots activism, driven by the vision of its founder, Usha Varia. The initiative sought to empower rural women by providing them with sustainable livelihood opportunities, while also promoting social and environmental responsibility. What began as a humble mission to support economically disadvantaged women in Gaya, Bihar, India, has evolved into a successful venture that now champions the fusion of traditional crafts with modern, functional designs.
The genesis of Samoolam
The journey of Samoolam is one marked by resilience, commitment, and a clear vision. Usha Varia, with her keen sense of purpose, created Samoolam with the primary aim of alleviating poverty in rural areas while preserving traditional crafts. Gaya, located in Bihar and famed as the birthplace of Gautama Buddha, became the perfect location for Samoolam’s genesis. The area’s rural women, often overlooked by mainstream economic activities, needed a platform that could provide both financial independence and personal empowerment.
Usha recognised that the ancient craft of crochet could be the means to bring about this change. By teaching these women to craft functional products using a simple needle and yarn, she created an opportunity for them to earn a living while also preserving their heritage. The crochet technique, a skill passed down through generations, allowed the women to make beautifully designed, everyday items that could be marketed to a wider audience.
As with any grassroots initiative, the path to success for Samoolam was not without its challenges. The road to empowering rural women was filled with obstacles, from societal norms to limited access to resources. One of the initial challenges was breaking the societal barriers that confined women to their homes, limiting their participation in economic activities. Many of the women were hesitant to leave the confines of their homes, where they were traditionally responsible for household chores and child-rearing.
Another challenge was the lack of formal training and skills that these women could rely on to thrive in the marketplace. Samoolam, however, addressed this by providing not only the necessary crochet skills but also training in other essential areas such as basic English language learning, digital skills, and financial management. These initiatives helped empower the women to not only improve their economic standing but also to build self-confidence, enabling them to lead more independent lives.
Financial resources were also a major challenge in the early years. Samoolam operated with a clear commitment to sustainability, which meant that they could not rely on quick profits or mass production. Instead, they focused on producing high-quality, handmade goods, which required patience and long-term investment. Over time, however, the success of the brand and its products proved that their sustainable approach was not only possible but also profitable.
Mission and vision: The heart of Samoolam
Samoolam’s mission extends beyond economic empowerment; it aims to uplift and transform the lives of the women it serves. For over a decade, Samoolam has adhered to its mission of fostering self-sufficiency in rural women, enabling them to support their families financially. Through a comprehensive approach that includes training, manufacturing, retailing, and coordination, Samoolam ensures that every woman in its network is empowered to earn a livelihood and gain personal autonomy.
But the empowerment at Samoolam is not limited to financial independence alone. The movement also seeks to boost the women’s personal confidence and social standing. In addition to their craft skills, Samoolam provides the women with opportunities to learn digital literacy and language skills. Many of these women have gone on to start their own small businesses, leveraging the skills acquired at Samoolam to become entrepreneurs in their own right.
Moreover, Samoolam places a strong emphasis on the physical and mental well-being of its artisans. Regular health camps are organised to ensure that the women and their families have access to essential healthcare, thereby fostering a sense of community and support within the Samoolam network.
Samoolam’s design philosophy is a celebration of creativity and function. Drawing inspiration from nature and the everyday world, the artisans at Samoolam use colourful crochet yarns to create a diverse range of products. From intricate bird-shaped earrings to geometric bags, delicate scarves, and hair accessories, the designs reflect a vibrant fusion of traditional craft with contemporary trends.
These handmade products are not merely decorative; they are designed to be functional and versatile. For instance, Samoolam’s neckpieces can double as bracelets, and their notebooks feature whimsical designs that appeal to the modern consumer while maintaining the essence of traditional craftsmanship. This ability to blend style and utility is what sets Samoolam’s products apart in the market.
Samoolam’s collaborations with leading brands such as Fab India, GoodEarth, and Jaypore have allowed the initiative to scale its operations and reach a broader audience. These collaborations have also provided Samoolam’s artisans with valuable exposure, allowing them to showcase their skills in a more global context. Partnerships with foreign embassies, including those of the United States, France, and Germany, have further cemented Samoolam’s place in the world of contemporary handmade products.
Craftmark certification and recognition
One of the most significant achievements of Samoolam has been its receipt of the Craftmark ‘Handmade in India’ certification from the All India Artisana and Craftworkers Welfare Association (AIACA). This prestigious certification is a recognition of Samoolam’s commitment to preserving and promoting traditional crafts while providing a sustainable livelihood to its artisans. The certification is a testament to the quality of Samoolam’s products and the dedication of its artisans.
Each product made by Samoolam is not only a piece of craftsmanship but also a symbol of the social change and empowerment that the initiative fosters. The dedication, creativity, and passion infused into every item by the rural women artisans make Samoolam’s products truly unique.
At the heart of Samoolam are the stories of its artisans. These women, who once faced financial insecurity and social marginalisation, have transformed their lives through their involvement with Samoolam. Many have overcome their social and economic challenges, not only by becoming skilled artisans but also by gaining the confidence to start their own businesses and take control of their futures.
These stories are a testament to the power of craft as a tool for social change. Samoolam’s focus on grassroots empowerment has shown that even the most marginalised communities can thrive when given the right tools and opportunities.
As Samoolam moves forward, its commitment to its core mission remains unwavering. Usha Varia and her team continue to innovate and expand their reach, all while staying true to the values that have guided the organisation since its inception. Through its holistic approach to empowerment—combining skill development, economic independence, and personal growth—Samoolam is not just creating products; it is creating lasting change in the lives of rural women in Bihar and beyond.
The journey of Samoolam is one of dedication, resilience, and social impact. It serves as a powerful reminder that with the right blend of tradition, innovation, and community-focused values, we can create opportunities for those who need it the most, while simultaneously preserving the rich cultural heritage that makes India so unique.
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