THEBUSINESSBYTES BUREAU

GURUGRAM, FEBRUARY 20, 2026

BMW India Foundation is reinforcing its commitment to inclusive and sustainable development by supporting and upskilling traditional artisans across India, positioning cultural preservation and economic resilience at the heart of its Corporate Social Responsibility vision. Anchored in the belief that heritage crafts can become viable engines of livelihood when paired with contemporary skills and market access, the Foundation’s initiatives are enabling artisan communities to transition from vulnerability to long-term stability while safeguarding the authenticity of India’s diverse indigenous art traditions.

Launched in 2025, the artisan empowerment programme responds to structural challenges that have historically constrained traditional artists, including limited access to formal training, inadequate exposure to modern design sensibilities, and the absence of organised market linkages. By collaborating with experienced implementation partners and domain experts, BMW India Foundation is building a comprehensive ecosystem that blends skill enhancement, design innovation, and market readiness. This integrated approach allows artisans not only to refine their craft but also to align their products with evolving consumer preferences, thereby creating resilient and diversified income streams.

Hardeep Singh Brar, President & CEO, BMW Group India said, “At BMW India Foundation, we deeply respect the incredible craftsmanship and rich traditions of India’s artisans. For us, this is not just about preserving beautiful art forms, it’s about supporting the talented people who bring them to life. Many of these artisans face real challenges, from limited access to new skills to difficulty reaching bigger marketplaces. We want to help change that by giving them the tools, training, scope for experimentation and opportunities they need to grow and sustain their livelihoods. Programs like Project Chitravan and Project Phulkari are very close to our hearts. They allow artisans to stay connected to their roots while exploring new ideas and designs that appeal to modern customers.”

In central India, BMW India Foundation has partnered with the Craft and Community Development Foundation (CCDF) to implement Project Chitravan, an initiative that supports tribal artisans from Madhya Pradesh, Rajasthan, Jharkhand, and Maharashtra who practise indigenous art forms such as Gond, Warli, Bhil, Baiga, Sohrai, and Kohvar. These art traditions, deeply embedded in community memory and ritual expression, are being revitalised through structured mentorship that combines traditional storytelling with contemporary design perspectives. Artisans are selected based on craftsmanship, creative potential, and economic need, ensuring that support reaches those most capable of benefiting from sustained engagement. Through curated workshops, hands-on guidance, and exposure to new materials and formats, the programme enables artists to expand their creative vocabulary while preserving the symbolic language, motifs, and techniques that define their cultural identity. Around 40 tribal artisans across central India are currently being nurtured under this initiative, with the potential to scale both production capacity and market outreach in the coming phases.

In Punjab, the Foundation has joined hands with the Delhi Crafts Council to strengthen and modernise the centuries-old tradition of Phulkari embroidery, a craft synonymous with regional identity and generational knowledge. The initiative focuses on reviving authentic techniques that had gradually declined under the pressure of mass-produced imitations, while simultaneously introducing sustainable practices such as the use of natural dyes and responsibly sourced materials. By facilitating collaborations between artisans and professional textile designers, the programme encourages the co-creation of contemporary product lines that retain the essence of traditional Phulkari while appealing to current aesthetic and functional demands. These include stoles, apparel accents, home décor textiles, and accessories that are better aligned with urban and global markets. Training modules in digital literacy, pricing strategies, quality control, and buyer engagement are equipping artisans with the confidence and competence required to participate in formal and online marketplaces. Around 30 artisans in Punjab are currently benefiting from this initiative, gaining not only enhanced technical skills but also improved visibility and bargaining power within the value chain.

Beyond individual projects, the Foundation’s broader strategy emphasises long-term partnerships, measurable social outcomes, and scalable models of intervention. By linking creative capacity with entrepreneurship, the programmes are fostering a shift from subsistence-level production to structured micro-enterprise development. This transformation is particularly significant for women artisans and tribal communities, for whom access to stable income sources contributes directly to improved education, healthcare, and social mobility at the household level. The integration of sustainability principles further ensures that traditional knowledge systems are preserved in ways that are environmentally responsible and economically viable.

BMW India Foundation has been established to implement Corporate Social Responsibility programmes on behalf of BMW Group entities in India – BMW Group India, BMW India Financial Services and BMW India Leasing. It carries forward existing community initiatives while expanding their scale and impact through strategic collaborations and sustained investment. By creating pathways that connect heritage crafts with contemporary markets, the Foundation is not only protecting intangible cultural assets but also enabling artisan communities to participate meaningfully in India’s evolving economic landscape.