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Empowering Indian Artisans: How Ashnam’s Revolutionary HR Strategies Are Transforming the Handicraft Industry for Sustainable Growth

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Manojkumar-Sharma-founder-Ashnam-Handicrafts

 

Innovative HR Practices: Shaping India’s Handicraft Renaissance

Discover how Ashnam bridges traditional artistry with modern HR innovations, empowering artisans to thrive. Our exclusive interview reveals a transformative journey redefining India’s handicraft industry through sustainable growth, inclusivity, and artisan pride.

 

In this exclusive interview, we sit down with Manojkumar Sharma, the visionary founder of Ashnam, to explore his transformative journey in reshaping India’s handicrafts sector. From his initial inspiration to bridge the gap between traditional artistry and modern market demands, Sharma delves into the challenges and triumphs of introducing structure to an industry long characterized by its informal work settings.

Throughout our conversation, he reveals how Ashnam has not only implemented groundbreaking HR policies—like fixed leaves, Provident Fund accounts, and higher-than-market wages—but also fostered a work culture rooted in dignity, inclusivity, and empowerment. By investing in comprehensive training programs and promoting open communication, Sharma has built an environment where artisans, many of whom are women, thrive both professionally and personally.

Join us as we uncover the insights and leadership lessons that have made Ashnam a model for sustainable, people-centric growth in the handicrafts sector. Each response, steeped in passion and pragmatic innovation, reflects Sharma’s commitment to enhancing the lives of artisans and driving social impact alongside profitability.

 

What inspired you to bring structure and organization to the traditionally unorganized handicrafts sector, and how did you begin addressing the HR challenges involved?

The inspiration to bring structure to the unorganized handicrafts sector stemmed from a deep appreciation for India’s rich artistic heritage and a desire to provide artisans with stable livelihoods. Recognizing the immense potential in the home décor industry, I founded Ashnam Retail in 2012 to bridge the gap between traditional craftsmanship and modern market demands. Initially, we faced significant HR challenges, including the lack of formal work environments and standardized practices. To address these, we took a unique approach by creating a supportive and structured workplace. We established in-house manufacturing units, allowing us to directly oversee operations and implement consistent policies. By investing in human resources and providing training, we empowered artisans to adapt to organized work settings. This approach not only enhanced productivity but also ensured that the artisans felt valued and secure in their roles.

 

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You’ve implemented groundbreaking policies like fixed leaves, and Provident Fund accounts for artisans. How have these initiatives impacted their lives and transformed the work culture at Ashnam?

Our initiatives, such as fixed Sunday offs and paid annual leave of 21 days, have been truly transformative for our artisans. In an industry where such benefits are rare, these initiatives have provided our workers with much-needed rest and personal time, contributing to their overall well-being. Additionally, offering higher daily wages than the market average has improved their financial stability. These measures have fostered a sense of dignity and pride among the artisans, leading to increased motivation and loyalty. The work culture at Ashnam has evolved into one that prioritizes employee welfare, resulting in a more engaged and committed workforce dedicated to producing high-quality craftsmanship.

 

What steps did you take to build trust and engagement with artisans who were initially unfamiliar with structured work environments?

Building trust with artisans unfamiliar with structured work environments required a compassionate and inclusive approach. We began by providing comprehensive training programs to help them adapt to new processes and standards. Experienced artists from institutions like JJ School of Arts trained unskilled workers, enhancing their skills and confidence. By ensuring fair wages and introducing benefits uncommon in the sector, we demonstrated our commitment to their welfare. Open communication channels were established to address concerns and gather feedback, making artisans feel heard and valued. This transparent and supportive environment was crucial in building strong relationships and fostering a collaborative spirit within the organization.

 

How do you ensure that Ashnam’s HR practices not only provide financial security but also foster a sense of dignity and pride among your workforce?

At Ashnam, we believe that financial security and personal dignity go hand in hand. By offering wages higher than the industry average and implementing benefits like fixed leaves, we address the financial needs of our artisans. Beyond monetary aspects, we focus on creating a respectful and inclusive workplace. With women comprising about 60% to 65% of our workforce, we actively promote gender inclusivity and empowerment. Providing opportunities for skill development and career growth further instills a sense of pride and accomplishment. Recognizing and celebrating the artisans’ contributions ensures they feel integral to Ashnam’s success, thereby nurturing their dignity and self-worth.

 

What lessons have you learned about leadership and workforce management through your journey of creating a sustainable livelihood model for artisans?

Leading Ashnam has been a journey of learning, particularly about the importance of empathy and adaptability in effective leadership. Understanding the unique challenges faced by artisans allowed us to tailor our policies to meet their needs. Investing in human resources and prioritizing employee welfare have proven to be beneficial not just for the workers but also for the organization’s growth. Maintaining open communication and being receptive to feedback has been essential in building a cohesive and motivated team. These experiences have reinforced the belief that a people-centric approach leads to sustainable success and a positive work culture.

 

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As Ashnam grows, how do you plan to scale your HR policies to maintain fairness and inclusivity across a larger workforce?

Scaling our HR policies requires a strategic and consistent approach. We plan to standardize our existing practices, ensuring they adapt to a larger workforce without compromising fairness and inclusivity. Implementing robust training programs will help new employees integrate seamlessly into our culture. We also aim to establish a dedicated HR team to oversee policy implementation and promptly address any issues. Regular assessments and feedback mechanisms will be implemented to continuously improve our practices, ensuring that our commitment to our artisans’ welfare remains unwavering as we grow.

What advice would you give to business leaders aiming to balance profitability with social impact, especially in sectors with significant HR challenges?

Balancing profitability with social impact is achievable when you view them as complementary rather than opposing goals. Investing in your workforce by providing fair wages, benefits, and a supportive environment leads to higher productivity and quality, which in turn drives profitability. Understanding the specific challenges of your sector and being willing to implement unconventional solutions can set you apart. It is crucial to remain adaptable and resilient, especially when faced with setbacks. Ultimately, building a business that values its people creates a sustainable model that benefits the community and the bottom line.

 

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