Parthiv aims to change the notion that local Indian products are inferior to imported products from the West. 

 

Small towns and villages do not have the financial market to support the creativity of the incredibly talented artisans that live there. Parthiv helps to bridge the gap between cosmopolitan and metropolitan cities, and the artisans, by providing a user-friendly online platform that provides the demand and arranges the supply. It would also provide a logistic centre, building an easily accessible store that simultaneously understands Indian shopping sensibilities, while developing a sustainable model for the craftspeople. 

 

Parthiv will protect and share their talents, while maintaining an online community that houses not only design/craft lifestyle and decorative products, but also vibrant stories, narratives, activism, and a blog to keep customers engaged and updated. It will shelter potential from any region, no matter how remote, and will give it space to thrive, letting definitions be found from its own genius and engage these with the rest of the country. 

 

It is the story reclaiming diversity, of having a million narratives, of understanding that there should never be a monopoly of voices, of finding a balance between financial sustainability, aesthetics and ethical and fair-trade practices.