We believe that when a craft dies we not only lose the object, we also lose generations of faith and wisdom that went into the object, trying to show us an elegant balanced way of life.

Gaatha project was originally conjured only for researching and documenting the rapid erosion of Indian craft clusters and heritage. However, we soon learnt from the artisans themselves that need was not to do research alone but to restore ‘pride and serious commercial opportunity’ in their ecosystem. Today Gaatha thus aims to bring the lost respect and wealth back to these beautiful and aesthetically rich Indian handicraft clusters. These researches are important because just like Industrial goods sell on 'features', crafts sell on the processes / stories / heritage that go into making them.

At Gaatha we are marrying craft-research with clever understanding of technology to build rich immersive online experiences. Amidst growing online retail, Gaatha intends to educate the visitor about the heritage behind the crafts and present an opportunity to not only learn about our fantastic heritage but also contribute towards conserving it.