ZEE JAIPUR LITERATURE FESTIVAL 2016- A MAGNETIC MARKETPLACE FOR MINDS AND MERCHANDIZE
The city of Jaipur has always been a culturally colorful one, with myriad attractions and dramatic diversity. But every January, the rich heritage of the city notches up a few more points in its sheer majesty. It’s not just because of the rejuvenating winter sunshine or the magnificent kite festivals. It’s because of the incredibly exciting ZEE Jaipur Literature Festival that has been taking place annually since 2006. In a classy cocktail of art, literature, poetry, discussions and artisanship, the Festival is the most happening destination for writers, celebrities and their fans alike. And what really sets it apart is its concept of pop-up markets for the local producers, artisans and designers.
The official ZEE Jaipur Literature Festival 2016 Merchandise store “Charbagh” is driven by Direct Create, a community platform that connects stakeholders at each end of the marketplace. The Festival is a perfect setting for a pop-up market because it has a truly global reach. Amidst all the thinkers and their novels, euphoric ideas and merchandise alike flow effortlessly. It’s a great market ecosystem for local makers and artisans. When leveraged efficiently, it translates into long-term market connectivity even for the smallest and most disconnected makers of handmade wares.
The concept of the pop-up market is pretty simple. Direct Create provides greater market access and connectivity to maker communities by creating markets for them. This has been achieved in the Festival by bridging the gap between digital and physical marketplaces to fire up the links between designers, makers and consumers. As a result, local artisans and designers are able to leverage the power of market networks through collaboration and co-creation. In a win-win situation, customers even have the option of buying the local handmade crafts online and having them shipped, sparing them all the struggle of physical shopping and giving the local artisans a previously-unexplored avenue for sales. Makers also extend their expertise to modern wares like mugs, t-shirts and bags, giving them a much wider horizon of merchandise they can produce. Both sides of the market have never had it better than this.
The advantages of a pop-up market are manifold. Sustainability is a key parameter, because this type of arena provides a dedicated space to talented local artisans to showcase their handiwork. Craftspeople often find it difficult to go the last mile in reaching customers, and Direct Create addresses exactly this shortfall of traditional markets. Local makers are brought to global attention by drawing on the power of multiple fields like communication, design, e-commerce and project management, to name a few. Buyers too benefit as they can get better value for money through handmade products that are more personalized to their tastes and needs. The entire system is cost effective and provides a much-needed shot in the arm to traditional talent.
The Literature Festival has primarily been aimed at quenching literary thirst and providing a blending box for thoughts and ideas. Direct Create’s pop-up markets add a tangible finishing touch to the Festival. It enriches lives and fulfils needs in a manner that really makes an impact. It’s definitely an idea worth taking to events across the globe.
A quick list of Craft skills showcased at the POP UP marketplace : Bidri, Ajrakh, Block Printing, Book Making, Handcrafted Leather, Embroidery, Toy Makers, Crochet
