The FY 2026-28 initiative, launched in partnership with Udyogini, aims to strengthen livelihoods and market access for traditional Dhokra metal-craft artisans, more than 80% of whom are women.
Bastar, Chhattisgarh: Pernod Ricard India Foundation (PRIF), the CSR arm of Pernod Ricard India, has launched ‘Weaving Dreams Chhattisgarh’ for 2026-28 in partnership with Udyogini under its ‘Pravah’ initiative. The programme will support 150 Dhokra artisans in Bastar by strengthening their livelihoods, improving market access and helping them secure fair value for their traditional metal craft.
The project was formally flagged off by Reena Kangale, Principal Secretary, Excise, Government of Chhattisgarh, in the presence of Padum Singh Alma, IAS, Excise Commissioner, and Heena Netam, IAS, Director, Tribal Development. The initiative seeks to promote the region’s traditional craftsmanship while creating opportunities for more sustainable and inclusive livelihoods
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Dhokra, also known as bell-metal craft, is recognised as Bastar’s One District One Product (ODOP) and represents a traditional metalworking heritage dating back approximately 4,000 years. Despite its cultural significance and intricate craftsmanship, artisans have often struggled to obtain fair prices and access formal markets for their products.
According to Sachin Vyas, Public Policy and Corporate Affairs representative at Pernod Ricard India, the foundation’s studies highlighted that artisans frequently faced distress selling because they lacked the resources and market opportunities needed to establish the true value of their work. The initiative aims to address these challenges by strengthening artisan capabilities and connecting traditional products with formal market opportunities. 
Vyas said the participation of government officials and their appreciation of the artisans’ Dhokra creations, including intricate deer figures and other artefacts, reinforced the importance of taking Bastar’s traditional craft to wider markets.
The programme brings together Pernod Ricard India’s CSR, commercial and corporate affairs teams, Udyogini’s field network and local artisan partners. Through this collaboration, ‘Weaving Dreams’ aims to preserve traditional craftsmanship while advancing economic empowerment, dignity and inclusive growth among Bastar’s artisan communities.
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