Need of Revival

The COVID-19 pandemic struck a heavy blow to Lonje Kathi artisans. With the suspension of religious fairs—the primary marketplace for Lonje Kathi—the craft’s ecosystem collapsed almost overnight.
Many skilled artisans were forced to abandon their tools and take up hard labor jobs like sugarcane cutting,

Lonje Kathi involve meticulous craftsmanship but the returns have long been too meager to match the effort it demands.

This combination of challenges has drained confidence in the craft’s sustainability and pushed this unique tradition to the edge of extinction.

Revival Efforts

Giving an Identity

  • For generations, this craft remained confined to a small geographic region and was seen more as a household utility than a form of artistry. It had no distinct recognition or name of its own.

  • Our first step in the revival journey was to give it a unique identity. We thus gave it the name Lonje Kathi and then undertook a branding exercise.

Incubation

for the Revival

of Dying Craft

  • Convincing artisans to return to their traditional craft was a significant challenge.

  • To support them through this transition, we provided financial
    assistance during the branding phase

  • We also assured them of capital for the upcoming season.

  • In December 2023, we took a major step forward by introducing these talented artisans as master craftsmen at the Pune Bamboo Festival, marking their formal re-entry into the craft ecosystem.

Launch at 

Pune Bamboo

Festivals

  • Encouraged by the overwhelming response to their live demonstration, the artisans finally recognized the true value of their craftsmanship - both in respect and in income potential.

  • They were then introduced to dealers to create market linkages

  • A seed capital of ₹1 lakh was provided to help them restart their craft business with confidence.

They have now resumed there craft - At Ramboris Fairs (Dhule)

Back in

Business

Just a month after their launch and four long
years after stepping away from their
craft—the artisans are finally back in
business.

The  

Change  

The Change In Market

& change in Market Segment

will change the Future of Lonje Kathi

Launched Lonje Kathi

for Gudi

With the intention of expanding
market reach, Lonje Kathi was
introduced as Gudhi chi Kathi
for the Gudhi Padwa festival.
We began with a soft launch,
offering a limited quantity in the
premium segment to gauge
market response

The Impact

  • The response was truly overwhelming, filling us with the confidence to plan a grander launch in the coming year.
  • This initiative also helped establish a premium price segment for the craft, elevating its market positioning.
  • Where once craftsmen were drifting away from their tradition, today two young artisans have shown interest and begun learning this ageold skill, marking a hopeful step toward its future
New Product
Development

  • We are now expanding into the jewelry segment, adapting the Lonje craft to smaller bamboo pieces.

  • This collection will feature 3–4 curated lines that  blend bamboo artistry with various fusion materials offering a fresh and contemporary take on this traditional craft

Action Plan For The Change

New Products Design & Development -

  • Create contemporary products for the urban market with premium packaging.

  • Develop technology solutions and
    standardized manufacturing SOPs.

Advocacy for -

  • Inclusion of ‘Lonje Kathi’ in list of notified Indian crafts

  • Providing Pehchan cards to artisans

  • Inclusion of Bamboo Stick Craft in Vishwakarma yojana

  • Establishing Lonje Kathi as a unique craft of Ch. Sambhajinagar (Aurangabad)

Technology Development -

  • Explore black anodizing for end caps.

  • Enhance bamboo preservation and
    color fixation techniques

Market Research -

To identify new commercially viable market segments and products

Training -

  • Conduct 30-day training sessions to
    teach artisans new product designs
    and techniques.

  • Begin with 30 artisans, gradually
    expanding to a target of 200.

Branding -

  • Execute branding initiatives including logo design, website development, social media content, and video films to create a distinct identity and enhance product visibility.
  • Adopt a cost-effective branding strategy

GI Tagging & Design Protection -

Market Connections -

Establish B2B & D2C market connections