JIYO! Creative & Cultural Industries Pvt. Ltd.

An empowering company creating new livelihoods in Creative and Cultural Industries amongst the skilled but economically vulnerable communities of India, JIYO! – a design-led initiative of the Asian Heritage Foundation – signifies the arrival of India’s first ‘Swadeshi (Indigenous) Brand’ for the 21st Century to be majority-owned by local artisan communities. See for more information on how Jiyo works in partnership with artisan cluster organisations who make JIYO! products.

Has Initiative: 

 Jiyo! Kalamkari Sangh Jiyo! Banjara Sangh Jiyo! Venkatgiri Sangh Guntur Foods Co-Op Sujani Jeevika Swavlambi Sehkari Samiti Limited Sikki Gram Sangthan Shilp Sangha Self Supporting Co. Ltd. Jiyo! Uppada Sangh Bhavanarushi Tie and Dye Vastra Uthpathi Society Babanbuti Primary Weavers Swablambi Cooperative Society Ltd Jiyo! Etikoppaka Wooden Toys Shri Chhatrapati Shivaji Tholu Bommalappaa Nivarala Sangham

Has Sponsor: 

 Asian Heritage Foundation Japan Social Development Fund The World Bank Bihar Rural Livelihoods Promotion Society Society for Elimination of Rural Poverty, Andhra Pradesh


Mission & Objective

Our mission is to build the social, economic and creative capital of artisans and craftspeople across India.

 Social Capital: Organising the skilled and semi-skilled poor into revenue generating grassroot cluster enterprises (sanghas), JIYO! provides them ownership, as its principal stakeholders and facilitates linkages between self-managed clusters and contemporary markets.

Economic Capital: Setting up an Artisan Investment Fund in the clusters to develop innovative financial products for artisans covering livelihood activity, including loans, producer credit card schemes, e-commerce, trade and infrastructure financing and insurance.

Creative Capital: Building capacity through design-led skill development and training in management, marketing, trade facilitation and monitoring and evaluation systems.


Our objectives are to create an empowering new brand providing sustainable livelihoods to rural Indian artisans and craftspeople by:  

  • Mapping and positioning communities of artists and craftspeople across India, as an ecologically sustainable and unique cultural legacy 
  • Interfacing time-honoured skills and practices of artisans with modern-day themes and designs, generating renewed rural livelihood in their communities
  • Setting international standards for cross-cultural artistic collaboration
  • Empowering the communities of skilled and semi-skilled poor with their inherent creative potential towards becoming the principal stakeholders of their cultural businesses
  • Creating alternative lifestyle choices for consumers