Shop for ethnic products from Gujarat's Kutch to Saharanpur in Uttar Pradesh, and help preserve ancient craft traditions with the click of a mouse

Madhubani coasters at Matsya Crafts. pics/ Pradeep Dhivar

The store's name, which means 'fish' in Sanskrit, is inspired by the constant movement of the aquatic animal; a recurring motif in ancient mythology all over the world. Neha Gandhi, the brains behind the online crafts store, says that she conceptualised Matsya as a space to revive ancient Indian traditions.
"When I decided to start the company, I wanted it to be a link between grassroots artisans and the city masses. Since the Internet is a low-capital venture, it seemed the wise way to start off," says the 35 year-old store proprietor.

To this end, Neha scoured villages in remote Gujarat, Rajasthan, UP and West Bengal to find crafts that might showcase traditional art in a contemporary manner. The bulk of the products available are from Kutch, the place where Neha first found traditional crafts. "When the 2001 earthquake shook Gujarat, I stayed back and got involved in the rehabilitation work. That was when I came into contact with the Kutch artisans. I saw the immense talent they possessed, but was saddened by their lack of marketing skills," she says.

Neha works with 11 artisan groups and nine individual artisans from all over the country, most of who are uneducated women from marginalised communities. "All of the products are eco-friendly and made from recycled cloth," says Neha, who is a graduate from Mumbai's Sir JJ School of Arts.

Nine months since its opening, Neha says she is eagerly looking forward to taking clients on crafts tours where they can watch crafts being made and meet the artisans. "Through Matsya, I hope to provide the artisans with a platform so that traditional crafts can be made a part of contemporary living," she says.

At Kamla Kunj, second floor, 13/17 Road, near Khar Gymkhana, Khar (W).
Call 9833099522
Email matsya.crafts@gmail.com
Log on to matsyacrafts.blogspot.com

Kutchi patchwork snakes and ladders
You can take these simple patchwork snakes and ladders for an outing. Kutchi artisans make them using scraps of cloth painted with vegetable dyes while the markers are made from leather straps. They come in a cloth bag whose handles resemble snakes. Choupad games are also available.
Cost: Rs 1,500

Multi-purpose jar depicting Jain deities
These terracotta jars can be used to store fruits or even stationery. They are hand-painted by artisans in Mumbai and depict Jain goddesses.
Cost: Rs 565 onwards

Madhubani Jot Block Holder
Made in the Saharanpur region of Uttar Pradesh, these jot block holders are painted, using vegetable dyes and decorated with Madhubani motifs by Muslim women. The menfolk make the boxes from recycled paper.
Cost: Rs 310 onwards

Wall hanging depicting the migration of Kutchi nomads
These UNESCO award-winning wall hangings are made by Kutchi nomads who depict their migration from Sindh in Pakistan to Kutch in India. The patchwork hanging here depicts the yoking of bulls and preparations made by villagers before setting off on journeys, including the building of a house. Other subjects include the passage of seasons.
Cost: Rs 1,500 onwards

Jadupatta painting from West Bengal
Made in rural West Bengal, these paintings are known for their vibrant colours, made usingu00a0 natural dyes from fruits and flowers. They depict traditional stories and are renowned for their depiction of birds and animals.
Cost: Rs 1,050

Kutchi dowry wall hanging
These intricately designed, hand-embroidered fabrics are used as handkerchieves to cover the dowry offered during marriage. The fabric can also be sewn into batwas.
Cost: Rs 1,050

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