Luxury lifestyle and fashion brand Good Earth has launched the Good Earth Crafts Foundation in partnership with award-winning author, lawyer and businesswomen Ritu Sethi to support artisans and keep traditional crafts alive while we weather this pandemic.

In a Facebook post, the company elucidated that their efforts were to help strengthen their commitment towards the artisan community while they struggle during these difficult times.

The brand endeavours to bridge the gap between luxury and craft by providing a platform for enthusiasts to buy products developed by the talented craftsmen and women.

Good Earth has, therefore, partnered with Craft Revival Trust chairperson and Asia-InCH Managing Editor Ritu Sethi for the new initiative.

They have also launched a campaign to reach out to people to buy products ‘Handmade in India’ so that even during reduced consumer spending, the artisans get the due for their hard work and are able to sustain themselves.

“What truly energises and excites us is creating a business with a purpose – one that sustains crafts and livelihoods through innovation and fine quality, and supports artisans, giving them dignity and pride in their own craft heritage,” said the company in a statement.

With flagship stores dotted in the metros of India including Delhi, Mumbai, Bengaluru, Chennai and Hyderabad, Good Earth is accepting orders on its e-commerce platform but will start shipment once lockdown is lifted.