Brand
 

The Cluster Development Initiative (CDI) is a Special Project under the aegis of the Swaranjayanti Gram Swarojgar Yojna of the Ministry of Rural Development. Government of India and the only initiative of its kind in the world to be undertaken by a fashion institute. The CDI coalesces the traditional creativity of India’s rich craft heritage with contemporary design and marketing strategies. Incorporating fair trade practices and ethical consumerism in its operations. It aims to benefit ten thousand crafts persons (seventy percent of whom live below the poverty line) over three years in the five clusters of Birbhum (West Bengal), Dhar (Madhya Pradesh), Surendranagar (Gujrat), Kozhikode (Kerla), and Hampi (Karnataka). Already, a mutually advantageous link has been established between nine hundred NIFT students and three thousand artisans, who gave together created over two thousand five hundred new products. Two hundred and eighty self-help group have been formed which have provided impetus to the clusters in the areas of product design and development, marketing and promotion. Further, NIFT has collaborated with the Offices of the Development Commissioner – Handicraft for showcasing and marketing of the products created under the initiative.

i.m is the umbrella brand of the Craft Cluster Initiative, giving contemporary interpretation to India’s traditional crafts and transforming the ordinary into world-class object d’arts.
 
In this regard the CDI developed a Brand identity for the initiative as
I.M.a NIFT initiative TM which will act as a communication tool and this will help in binding the entire project and all the clusters through an umbrella brand.
 

…“ I.M.a NIFT initiative TM is our contemporary
interpretation of the traditional crafts,
crafts that are home out of the Indian soil. i.m is an inititiative by
NIFT and the Government of India.  It is the fresh air that
transforms the ordinary into art d’ craft.

I.M.a NIFT initiative TM is a platform where the
craftsmanship of age-old artisans
blend with the vibrancy of the students of the modern India, this coming
together gives rise to a gateway that leads us to a
world of contemporary Indian craft.

Explore the possibilities of merging simple designs in a
myriad of colors, textures and fabrics, experience the
 richness of Indian handicrafts and, take with you the unique
pieces that spell sophistication.”…
 
PROMOTING AND MARKETING OF THE HANDICRAFT PRODUCTS DEVELOPED BY THE RURAL ARTISANS AT THE CLUSTER.
 
Marketing of the products developed under various workshops for design and product development is a strong factor in making the rural artisans self sustained. NIFT –SGSY moved towards this by initiating the retail outlet for the project : NIFT Emporium at the Rajiv Gandhi Handicraft Bhawan which was inaugurated on 18th Oct 2006 by Shri Raghuvansh Prasad Singh Hon’ble Minister of Rural Development , the function was presided by Shri Shankersinh Vaghela Hon’ble Minister of Textiles Govt of India. NIFT Emporium is the celebration of the collaborative endeavours by the gifted craftsmen and the generation Next of the country, it gives new expression to the traditional crafts of Birbhum, Dhar, Surendranagar, Kozikode and Hampi. Looking at the limitations of the rural artisans and limited awarness of the final customers the sales from the emporium has been quiet promising.
 
 
 
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IM  Impact  • Improve  • Impress
 
AAKASH
HAMPI, karnataka
Get mesmerised by the colours of intricately and painted traditional Kinhal woodwork. Steal a page from the lives of the Lambani Banjara women through their heavily embroidered colourful costumes. Travel back in time with exquisite filigree stone carvings reminiscent of the ancient remains of Vijayanagar. Accessorise yourself and your home with innovative banana fiber ornaments. All this, and mush more ar i.m.. from the beautiful land of Hampi, Karnataka.


VAYU
DHAR, madhya pradesh
From the design repertoire of Bagh's hand block-printed fabrics resplendent in the hues of natural dyes and sturdy punja durries, to traditional Maheshwari and Chanderi weaving on the banks of river Narmada, and the ingenuous bamboo, wood and beadwork of Jhabua, the vibrant crafts of these clusters in Madhya Pradesh are now available at i.m.


BHUMI
SURENDRANAGAR, gujrat
The brilliant lustre of brassware used since the Harappan times spellbinding stonework techniques passed down generations of Sompura craftsmen, the elegant poetry of single ikats, the Tangalia sarongs inlaid with thread and made solely by the Dangasia community, and fine khadi fabrics are all represented in the product repertoire at i.m.


JAL
KOZIKODE, kerala
Indulge in the craft offerings from "Gods own country" - Kerala. i.m. brings to you exquisite cotton handlooms, as well as quaint 'uru' dhow boat models crafted by the traditional shipbuilder community of Khalasis.


AGNI
BIRBHUM, west bengal
Throughout history, it as been excellence in craft that has attracted traders to West Bengal. Birbhum, in particular, has come to be known for delicate kantha embroideries, fine macrame, colourful batik, rustling tussars and artistic basketry, all of which are brought to you in exciting new forms by i.m.