Ambuja Cements empowers Punjab’s women artisans through revival of traditional handicrafts

Ambuja Cements, the cement and building material company of the diversified Adani Portfolio, is supporting the revival of Punjab's rich heritage of traditional handicrafts by empowering 90 women artisans through its CSR initiative. The initiative not only preserves cultural craftsmanship of phulkari embroidery, charpai weaving, panjhi dhurrie, basket-weaving, and other traditional arts, but also equips women with skills that make them the primary breadwinners of their families.

Ambuja Cements’ artisan revival programme focuses on artisans from rural areas and trains them to create high-quality products that meet modern market demands, blending tradition with contemporary appeal. It also facilitates direct market access through exhibitions and online platforms, ensuring these women receive fair prices for their handcrafted items.

One such beneficiary of the initiative is Karamjeet Kaur, whose journey from a struggling homemaker to a successful entrepreneur and advocate for women’s empowerment is truly inspiring. Once burdened by societal pressures and limited opportunities, she found solace and purpose in the Guru Tegh Bahadur Self-Help Group (SHG). This SHG supported her to start a boutique business, but she faced financial challenges and mounting debts.

However, Karamjeet’s resilience and dedication to supporting other women led her to spearhead the formation of Virasat-E-Malwa, a collective that empowers women through the revival of traditional handicrafts. Today, Virasat has 90 women members, earning from places across Bathinda. Their diverse product line includes several items like panjhi dhurrie, crochet, furniture, macrame, phulkari, and moonj baskets.

This initiative has improved the lives of many women, aiming to provide them with sustainable incomes, greater control over their finances, and a renewed sense of purpose and self-worth.

Karamjeet, who once earned a meagre Rs. 1,500 per month, now earns Rs. 10,000-12,000, a result of the transformative power of her vision and dedication. Her leadership and passion have not only transformed her own life, but also the lives of countless women in her community, empowering them to achieve financial independence and reclaim their voices within their families and society.

Ambuja Cements' CSR efforts to empower communities and revive cultural heritage are highlighted by the success stories like that of Karamjeet Kaur's. The Company is actively pursuing its goal of improving livelihoods and creating opportunities for women in rural communities across the nation, contributing to a more inclusive and sustainable future.