Beliyan Producer Company Limited: Empowering Rural Women Artisans

Transforming Lives Through Traditional Crafts

In the heart of Haryana's Palwal district, a remarkable transformation is underway. Beliyan Producer Company Limited (BPCL), supported by NABARD and implemented by Abhivyakti Foundation, is creating sustainable livelihoods for over 250 rural women artisans by reviving and commercializing traditional handicrafts. As Haryana’s first Off-Farm Producer Organisation (OFPO) promoted by NABARD, BPCL represents a path-breaking model for women’s economic empowerment at the grassroots level.

Through this OFPO initiative, Abhivyakti Foundation and NABARD have provided a platform for women artisans to collectively produce, market, and sell their products, gaining access to wider markets, better income, and enhanced social recognition. Over the course of the project, members participated in more than 20 exhibitions and fairs organized by NABARD and other agencies, allowing them to develop a professional approach to marketing, understand urban consumer preferences, and build a sustainable sales network.

Our Heritage, Our Livelihood

Beliyan Producer Company Limited specializes in Sujni craft and Jaipuri Rajais, two exquisite traditional crafts of India:

• 1. Sujni Craft: These intricately hand-stitched pieces use fine cotton cloth with delicate threadwork over indigo-printed designs. Sujni products are both functional, as bedsheets, and decorative, as quilts, reflecting centuries-old artistry in a modern context.
• 2. Jaipuri Rajais: Crafted from pure, refined cotton, these quilts achieve the perfect balance between warmth and lightness. Hand-printed and hand-stitched by skilled artisans, they serve as winter essentials while celebrating India’s rich cultural heritage.

Over time, the OFPO members have diversified their product basket to include Dohars, Baby Sets, Cushion Covers, and Decorative Quilts. The incorporation of new design innovations such as appliqué work, patchwork, and contemporary color combinations has enhanced the appeal and marketability of these traditional crafts.

Capacity Building and Skill Development

A critical aspect of the OFPO project has been comprehensive capacity building, ensuring that women artisans not only improve their craft skills but also gain knowledge of enterprise management, marketing, and business operations. The training programs covered:

• 1. Skill Enhancement Workshops: Advanced stitching, quilting techniques, and quality finishing to meet urban and export-level standards.
• 2. Enterprise Management Training: Modules on production planning, record-keeping, financial literacy, and leadership development.
• 3. Market Exposure Visits: Artisans visited exhibitions, retail outlets, and urban markets to understand consumer trends, pricing strategies, and product positioning.
• 4. Demonstration Sessions: Introduction to new techniques, designs, and product diversification to ensure contemporary relevance.

These structured trainings, now fully completed, have empowered artisans to independently manage production and maintain consistent quality standards. The confidence and entrepreneurial skills developed through these trainings have significantly improved decision- making power at both household and community levels.

Market Linkages and Sales Network

Beliyan Producer Company has established robust market linkages, enabling artisans to directly access urban consumers and institutional buyers. The channels include:

• 1. Participation in NABARD-sponsored and other exhibitions/fairs, enabling direct sales and feedback from customers.
• 2. Partnerships with national retail outlets and e-commerce platforms, expanding reach beyond local markets.
• 3. Development of brand identity, which has led to repeat orders and recognition for high-quality traditional crafts.

This approach has led to significant improvements in artisan incomes, visibility, and long-term business sustainability.

Quality Assurance

Every product from Beliyan Producer Company undergoes rigorous quality checks to ensure adherence to traditional craft standards while meeting market expectations. Artisans have been trained in systematic quality control, allowing them to produce consistently excellent items that reinforce customer trust and brand credibility.

Impact of the OFPO Project

The impact of the OFPO initiative extends far beyond economic outcomes. It has transformed the lives of women artisans socially, financially, and culturally. Key outcomes include:

• 1. Financial Independence: Women artisans reported an average income increase of 35–40%, enabling them to contribute to household expenses, children’s education, and savings.
• 2. Skill Preservation and Innovation: Traditional crafts have been preserved while adapting to modern market demands through innovative designs.
• 3. Social Empowerment: Women now participate in decision-making within households and communities, gaining recognition as entrepreneurs and role models.
• 4. Community Development: The initiative has had a ripple effect, fostering employment, skill transfer, and cultural pride in neighboring villages.
• 5. Sustainability: With strong institutionalization, the OFPO is now self-managed, with elected leaders, transparent financial systems, and organized production schedules.

Key Achievements of OFPO Project

Enhancements for Future Growth

To further improve the program, the OFPO plans to:

• 1. Introduce design and color forecasting workshops to align products with evolving urban trends.
• 2. Expand digital marketing and e-commerce presence to access international buyers.
• 3. Implement a mentorship program connecting senior artisans with new entrants for skill transfer.
• 4. Explore collaborations with designers and lifestyle brands for co-branded collections.
• 5. Strengthen micro-finance linkages to support capital-intensive production and working capital needs.

Conclusion

The Beliyan Producer Company Limited OFPO initiative stands as a model of sustainable women led enterprise development, combining heritage craft preservation, skill enhancement, market access, and financial empowerment. Through NABARD’s support and Abhivyakti Foundation’s implementation, rural women artisans have transformed into confident entrepreneurs, creating measurable social, economic, and cultural impact.

By purchasing Beliyan products, stakeholders contribute directly to the empowerment of rural women, preservation of traditional crafts, and sustainable community development. This initiative demonstrates that when women artisans are supported with skill development, collective organization, and market linkages, they can achieve lasting success and inspire the next generation.