Titan takes initiative to revive life of jewellery artisans

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SME Times News Bureau | 26 Feb, 2014
Titan Company Ltd. has set up a dedicated facility 'Karigar Centre' at Hosur across the inter-state border to craft handmade gold jewellery and revive the age-old profession and art of craftsmanship.

"Artisans who craft exotic jewellery provide a lifeline to our industry, which dates back 5,000 years in India. Lack of attention and support to the goldsmith community rendered the profession unattractive and inadequate," Titan managing director Bhaskar Bhat said Tuesday.

Spread over 11,990 square feet, the first such centre in India aims to transform lives of artisans and set a benchmark for the industry players to enable their craftsmen hone talent and pursue a healthy career.

"Our initiative will transform lives of artisans from across the country, including from West Bengal, Rajasthan and Kerala, as the centre focuses on addressing challenges associated with attracting and retaining talent in making designer jewellery for us," Bhat said.

The centre has a capacity for 300 artisans at a time to craft handmade jewellery.

"The environment in which artisans work at many locations has remained primitive in terms of health, safety and comfort. As a result, they are not only under great pressure, but also their career span gets reduced," he said.

Titan jewellery chief executive C.K. Venkataraman said the centre would improve the lifestyle of artisans who were yet to get a rightful place in the multi-crore industry.

"The centre will redefine the way handmade gold jewellery is made in our country and transform work systems, processes, infrastructure and other amenities, giving artisans an opportunity to be at home-away-from home," he said.

As part of the Tata group, Titan jewellery is marketed under three brands - Tanishq, Zoya and Goldplus - through its retail chain, including 195 boutiques in 90 cities across the country.