"We sent them Zoom video links via Whatsapp to set up the FB Live training sessions. But prior to this, we had to teach them how to use Zoom. They were already digitally connected through mobile phones so through apps we helped them set up Facebook profiles, Facebook business pages as well as Instagram profiles," explained Sumeera Gul, (Programs Manager, Kaarvan Crafts Foundation) who, with colleague Fauzia Irfan, conducted digital readiness training to rural artisans.

It sounded like any other training session. Except, it was the beginning of a new dawn.

“As field visits were not possible because of Corona, all our bajis were trained over internet on mobile phones and it resulted in an online exhibition.” Those bajis were female artisans based in the villages of South Punjab and KPK. For the first time rural artisans participated in a three-day virtual exhibition, sharing their journey and showcasing their handmade clothing and fabric.

A whole new chapter in Pakistan’s digital literacy and women’s economic empowerment has commenced. “Online Exhibition is such a fluid term that it could mean anything being sold through digital platforms. For us, it is our artisans being live on Facebook, making connections with customers and selling their craft digitally. Kaarvan is just an enabler for all this to take place. We do not charge a penny from them. This exhibition is a game changer in a number of ways as it was the first of its kind and that something like this ‘has happened’. Ours is a decentralised model and we are not craft resellers. We believe that our rural women artisans are powerful enough to be online and share their innovations, resilience and products with the world themselves,” said Danish Jabbar Khan, CEO of Kaarvan Crafts Foundation (KCF).

KCF was founded in 2004 with a focus on female economic empowerment. Since then it has advocated for gender equality, understanding that if females are to be viewed as equals, men need to be addressed as well. Working at the grassroot level the KCF team has been sensitive to cultural norms and practices and within those confines it has successfully mobilised and enabled more then 25,000 women across Pakistan. In 2018, KCF set up ‘aanganpk.com’ an e-commerce platform that actively advocated for digital literacy for women, enabling them to earn directly by running their own e-shops.

Starting on Friday all through to Sunday night, Kaarvan’s FB page featured a live video sessions with female rural artisans connecting from far flung villages, moderated by upcoming textile designers from Beaconhouse National University (BNU) trained by Mashal Khan (Manager Communications and Strategy, KCF) and her colleague Shahroze Khan. Over the course of the day each artisan was given an hour where she held the stage and shared her story, displayed her work and engaged with the audience.

“Due to the pandemic these artisans had no market reach and there were no orders, which needs to be an on-going process for them as they need continuous orders. Digital literacy has always been part of our work but when the bajis were told of a live exhibition they were really excited,” said Shahroze.

By actively giving rural artisans a voice by helping them become decision-makers in their communities, creating economic capacities via aanganpk.com and establishing market linkages via exhibitions in urban centres, this online exhibition merged all the concepts into one fantastic digital package.

“Kaarvan has developed a two-pronged strategy – one, remotely participate in our #BeApartTogether campaign made by and with rural micro-entrepreneurs as they vocalise and showcase how they are bravely facing the challenges of Covid and supporting each other remotely. Second, digital enablement, which constitutes of a range of trainings given to a group of micro-entrepreneurs who connect remotely from their mobile phones,” said Mashal.

Part of the digital enablement of this exhibition was about training artisans in awareness, registration and engagement on social media. While concepts like aangan, daraz, easy paisa, Jazz cash, TCS and Pakistan Post were familiar to the artisans, training was given on how to market their work digitally. “Digital enablement included how to search for opportunities on Google, YouTube and Facebook, which led to the development of digital portfolios as well as trainings on soft skills including interpersonal and digital communications, negotiations and leadership amongst others,” explained Mashal.

After a resounding success the KCF team still feels it has a long way to go. “There were 11 artisans in the exhibition and their success will inspire many more to become digitally enabled and earn a dignified livelihood for themselves during these testing times. It’s a movement we believe in,” said Danish. Covid or no Covid, it appears Kaaarvan has stamped itself on the Pakistani digital realm and is fully committed to revolutionising the rural economy.

– Mehr F Husain is a writer and a media consultant for Kaarvan Crafts Foundation.