From Restrictions to Recognition: Neetesh Vimal’s Story
“There was a time when stepping outside my home was a challenge. Today, I travel to different cities, train other women, participate in exhibitions, and proudly represent the craftsmanship of my community.” — Neetesh Vimal
Neetesh Vimal’s journey is a story of courage, persistence, skills, and collective growth. With more than nine years of experience in handicrafts, she has developed expertise across four major crafts—Moonj, Chikankari embroidery, Block Printing, and Wheat Grass products. Today, she is not only an artisan but also a trainer and community mobilizer, helping other women build skills and livelihood opportunities.
A Journey That Began with Resistance
In the early days, stepping outside her home itself was difficult. Her father-in-law did not support her participation in Self-Help Group (SHG) activities or meetings. On one occasion, he even disrupted an SHG meeting.
Despite these challenges, Neetesh remained determined. She brought women together and formed an SHG called “Jai Mata Ji Swayam Sahayata Samuh.” This became an important turning point in her journey.
Later, she became associated with HCL Foundation as a beneficiary and received training in block printing. Recognising the potential of these skills for other women, she mobilized around 125 artisans from the Musalmanabad area for block-printing training. She subsequently supported the mobilization and enrolment of women artisans for other handicraft training programmes as well.
From Artisan to Community Leader
As the number of trained artisans increased, another challenge emerged—training alone was not enough. Artisans needed regular orders, raw materials, production coordination, quality support, and access to markets.
To address these needs, 18 artisan clusters were developed, bringing together women from neighbouring villages to produce handicraft products according to market and buyer requirements.
Neetesh and four fellow artisans then took another major step: they came together to establish Samuday Crafts Private Limited—a community-rooted enterprise created to provide artisans with market linkages, sales support, product development opportunities, and a platform to take their craftsmanship to wider markets.
For Neetesh, the name “Samuday Crafts” represents exactly what the journey has been about—a community growing together through craft.
Craft Rooted in the Community
The connection with the community can also be seen in the materials artisans use. Neetesh and fellow artisans source natural materials such as Moonj, Kans and Wheat Grass from nearby villages, local communities, and relatives. These locally available materials are transformed through traditional skills into beautiful handcrafted products.
Today, Neetesh has moved far beyond the boundaries that once restricted her. She travels to different locations, including Prayagraj and Lakhimpur, to train other artisans and share the skills she has acquired over the years. She also participates in exhibitions and events at Banglore, Delhi & Noida, representing artisan-made products and connecting with new people and markets.
Her Message to Other Women Artisans
“Kathinaiyan aati rahengi, log kehte rahenge, par humein ladkar aage badhte rehna hai. Apne hunar par bharosa rakhiye, seekhna kabhi mat chhodiye aur apne pairon par khade hone ki koshish karte rahiye. Aaj jo kadam chhota lagta hai, wahi kal aapki pehchaan ban sakta hai.”
Challenges will continue to come and people will continue to have opinions, but we must face those challenges and keep moving forward. Believe in your skills, never stop learning, and continue working towards becoming independent. A small step today can become your identity tomorrow.
Her Message to Customers
“When you choose a handmade product, you are choosing much more than a product. Behind it are an artisan’s skills, her time, her family and her dreams. Your support gives women like us the confidence and opportunity to continue our craft and move forward.”
Neetesh’s journey—from being discouraged from stepping outside her home to travelling across cities and training other women—captures the spirit behind Samuday Crafts: women creating opportunities not only for themselves, but for their entire community.
How did you start?
Samuday Crafts was established to provide a dedicated marketing and business platform for existing artisan clusters that were already engaged in producing handicraft products across several villages. While these clusters had skilled artisans and ongoing production, there was no formal institution to support market linkage, branding, sales operations, and buyer connections. Recognizing this gap, Neetesh Vimal, along with four other artisans and with the support of HCL Foundation (HCLF), founded Samuday Crafts Private Limited. The company was officially registered on 22 September 2020 to strengthen market access for artisans, facilitate sales, connect producers with buyers, and create sustainable livelihood opportunities through the promotion of rural handicrafts.
How many types of products do you sell?
Samuday Crafts offers a diverse range of handcrafted products across six major product categories: Water Hyacinth, Wheat Grass, Taat, Chikankari, Jute Chikankari, and Block Print. Together, these categories comprise 124 unique product designs, of which more than 90 products are actively marketed and sold. Our collection includes home décor, lifestyle accessories, utility products, bags, apparel, and gift items, all handcrafted by skilled rural artisans. Through these products, we promote traditional craftsmanship while creating sustainable livelihood opportunities for artisan communities.
What is the mission & purpose of this brand?
Samuday Crafts is dedicated to creating sustainable market opportunities for rural artisans by connecting their handcrafted products with customers across India and beyond. Our purpose is to preserve traditional crafts, strengthen artisan livelihoods, and ensure that skilled producers receive fair value for their work.
We serve as a bridge between artisan communities and the marketplace by supporting product development, branding, marketing, and buyer linkages. Through this approach, we help artisans expand their reach, increase their incomes, and build sustainable enterprises while preserving the rich cultural heritage of handcrafted products. By promoting ethically made and environmentally responsible products, Samuday Crafts aims to create lasting social and economic impact for artisan families and communities.
Vision / Future Outlook
Our vision is to become a leading artisan-owned brand that showcases the richness of rural craftsmanship while creating sustainable livelihood opportunities for artisan communities. Samuday Crafts envisions a future where every skilled artisan has access to fair markets, dignified incomes, and opportunities for growth through their craft.
We aim to expand our presence across national and international markets, strengthen our portfolio of handcrafted products, and build lasting partnerships with buyers who value authentic, ethically made products. By promoting traditional crafts such as Water Hyacinth, Wheat Grass, Taat, Chikankari, Jute Chikankari, and Block Print, we aspire to preserve cultural heritage, empower women artisans, and establish Samuday Crafts as a trusted brand for high-quality handmade products that create both social and economic impact.
How may workers work under you?
Samuday Crafts is connected with a network of more than 300 active artisans who are engaged in the production of handcrafted products. These artisans are organized across nine artisan clusters located in Hardoi, Lakhimpur Kheri, and Prayagraj districts of Uttar Pradesh. The majority of the artisans are women skilled in traditional crafts such as Water Hyacinth, Wheat Grass, Taat, Chikankari, Jute Chikankari, and Block Print. Through this extensive artisan network, Samuday Crafts promotes sustainable livelihoods, preserves traditional craftsmanship, and creates market opportunities for rural communities by connecting their handmade products with customers and buyers.
If they have received any award for this art, please mention to details.
Our artisan, Smt. Chhido, has been honoured with the “Vishisht Hastashilp Pradesik Puraskar” (Special Handicraft Regional Award) for the year 2024–25, awarded by the Directorate of Industries & Enterprise Promotion, Government of Uttar Pradesh. She received this recognition for her excellence and contribution to the traditional Tharu embroidery craft (Tharu Parampara), reflecting her skill in preserving and promoting the region’s rich traditional handicraft heritage.