Introduction
Challenge: The project The core difficulty lay in striking a balance between preserving the cultural integrity of these age-old crafts and adapting them to fit contemporary design sensibilities..
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Adapting intricate designs
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Preserving authenticity while modernizing:
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Cultural significance and market acceptance
The MVP redesign of the Jio Krishi Bazaar enhanced trust through a simplified, intuitive interface, transparent pricing, and verified sellers. At the same time, secure payment options and personalized recommendations boosted user engagement and satisfaction.
Anecdote by Somesh (artisan)
"In today's generation it is the market is unaware of traditional designs and motifs, for them its is just a piece of heritage. I would prefer it's acceptance in a broader market"
The heart of the project
Anecdote By Shree (Costomer)
"I wish my child actively interacts with the environment and gain confidence"
My Impact
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Strengthened emotional connection: The packaging design, rooted in cultural narratives, created a deeper emotional connection between consumers and the products, enhancing brand loyalty and consumer engagement.
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Promotion of artisanal craftsmanship: The project highlighted and celebrated the craftsmanship of rural artisans, bringing their work into the spotlight and creating potential opportunities for continued demand and appreciation of traditional arts.
Understanding the craft
Bridging Generations through the Revitalization of Traditional Motifs. In this Project, I have attempted to understand the traditional craft and visualize its functionality in a modern light. Two distinctive villages in Kutch, namely Rudramata and Ajrakhpur,
are celebrated for their exquisite embroidery and block print designs, these villages have long been custodians of a cultural heritage that resonates with craftsmanship and aesthetic finesse.
Phase 3 Ideating on the solution
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Phone makers and Android developers are key decision-makers with high impact and influence.
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Emergency departments are crucial end-users but have limited influence on system design.
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Android users and persons in danger have significant influence but less direct impact on system changes.
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There's a need to balance technical capabilities (driven by high-impact stakeholders) with user needs (represented by high-influence stakeholders).
Exploring the motifs
Creating a storyline
The Rudramata embroidery motifs on the almond and cashew packaging evoke a sense of luxury and tradition, setting the products apart from standard food packaging. Shoppers appreciate the artistic connection to heritage, associating the nuts with care and craftsmanship.
Similarly, the use of Ajrakhpur’s indigo block prints on Kasturi and Amber musk bottles introduces a sophisticated, earthy feel. The natural patterns and deep indigo hues give the fragrances an authentic, artisanal essence, making them stand out as premium products with cultural depth.
"This unique blend of traditional designs with modern product packaging intrigues the audience, creating an emotional connection to the legacy of craftsmanship and positioning the products as not only high-quality but also culturally rich."
Conclusion
This project successfully revitalized traditional Rudramata embroidery and Ajrakhpur block prints by integrating them into a modern product packaging for almonds, cashews, and fragrances. The process highlighted the timeless relevance of cultural motifs when thoughtfully adapted to contemporary contexts.
Key learnings include the importance of preserving heritage while innovating design to appeal to modern audiences. Ultimately, the project demonstrated how traditional craftsmanship can enhance the aesthetic and perceived value of everyday products, bridging the gap between past and present.