Who We Are
AIM” Art Illuminates Mankind was established in 2003 with its mission to focus, study and research on the folk culture, tribal art and craft along with the associated people to bring those people into limelight through various required social interventions .Since then the group continued to work to make common people aware about these art and culture, socio economic and cultural life of those people through various documentation, exhibitions, fairs, festivals etc.
Deshaj is the brand initiative that has been taken by AIM to introduce traditional Indian-style apparel with an innovative outlook. The word Deshaj means indigenous in most of the traditional Indian languages. Deshaj’sproducts offer contemporary designs, all reasonably priced. Proceeds from sales help these artisans to help themselves – AIM’s mission is to encourage women from less privileged backgrounds to acquire new skills; to give them the self-confidence and self-esteem required to earn by their own industry and initiative; and to enable them to carry this newly discovered skill and confidence into the wider world. It continues its march towards fulfilling its vision of being a brand that symbolizes empowerment of rural and semi-urban women while recognizing and promoting traditional handicraft techniques that are in danger of dying out with increased industrial growth and rapid urbanisation.
Where we Work
Deshaj works with over 1200 rural women artisans in Moram, located near Shantiniketan in West Bengal
How we Work
Deshaj products are produced in the AIM development centre of Moram at Bolpur. The project involves the noble objective of providing high-skill industry level training to SC/ST communities with a rural and disadvantageous background. This project involved the collaboration of the West Bengal SC/ST development and Finance Corporation and more than 1200 rural unskilled females have been given training in this way.
Another important mission of AIM is to enable women empowerment. Through Deshaj , the trained artisans, most of whom happen to be sparsely-educated rural females , will be provided a marketing avenue , that will ensure their exposure to the wider world. This in turn will help them generate incomes. The exposure and revenue-earning opportunities will instill the sense of empowerment in the hearts of these otherwise downtrodden rural females. In this way Deshaj will contribute towards genuine women empowerment.
Our Craftmark certifications include
Kantha Embroidery and Batik
What We Make
Garments: Home Décor
Home: Home Furnishing
Personal: Apparel & Clothing