The paradox hardly escapes the eye — a line-up of kiosks displaying slices of rural India juxtaposed with big brands flashing their neon signs. But, for a change, everything exists in perfect harmony. The Nature Bazaar that came into existence in the atrium of Kolkata’s South City Mall as part of the Baisakhi and Bengali New Year celebrations just got a longer lease of life thanks to a positive response from buyers.
As the name suggests, Nature Bazaar caters to all things natural and earthy. Eco-friendly product lines from the artisans of Gujarat, Rajasthan, Orissa, West Bengal and more vie for attention as equally as reputed brands like Fab India, Mother Earth and organisations like Kadam, Sahaj and Sasha. The entire concept is to raise awareness about returning to our roots.
“Many lifestyle products like table lamps, tea coasters, fruit bowls made of sabai grasses, guava wood and date leaves are on display. The fact that they have been created without harming our fragile environment, bestows them with greater meaning,” says a member of Sahaj, a woman’s development organisation.
The craftsmen from Gujarat have an impressive collection of fabrics woven from natural fibres, decorative pieces in vibrant colours and little decor items in ceramics. The products highlight the fact that it is possible to be stylish without deviating from the natural path. “These products provide a lifeline to weavers and craftsmen, while their eco-friendly characteristics serve as better alternatives to customers,” says Sanjeev Mehra, Vice President, South City Mall, adding, “Initially, we provided the locals of the Sunderbans region with a platform and it worked pretty well. Then the idea got an extension as we involved our retailers to discover rural talent that is working without harming our environment.”
The emerging concept is not confined to a single city. In fact, Nature Bazaar fairs have been taking place in Delhi for the last nine years. Their repeat value highlights the fact that such efforts can make good business sense as well. Walk around the Indira Gandhi National Centre for the Arts, Kolkata during the winter and you will be greeted with naturally dyed clothes and colourful eco-friendly decorative items. The initiative comes from Dastkar, a society created for craftspeople. The NGO has been working to merge commerce and indigenous craft, and all this is achieved with environment consciousness. Dastkar’s Nature Bazaar story had a successful run in Bengaluru last year as well.
In Mumbai too, Urvashi Mody’s effort has resulted in Eco Corner, an upmarket life store in Lower Parel. “The idea behind Eco Corner was to bring eco-friendly products handmade by rural artisans and NGOs under one roof — making people more accessible to urban India,” says Mody.
The products at Eco Corner are made from natural materials like banana fibre, hibiscus, korai grass, khus, palm leaf, old newspaper, hemp, jute, water hyacinth, clay and ceramic. “Most of our products are washable and re-usable, not treated with chemicals, and are biodegradable. We do not use wood, plastic, leather, silk and such products at the store,” Mody says.
Getting a good response (read sales) from customers, Mody is slated to open another store in Pune shortly. A second store in four years is definitely a healthy sign! “Certainly a positive sign on the ‘go earthy’ initiative,” seconds the entrepreneur smiling.