Stamped by GI, Struggling for Survival — Who’s Really Protecting Our Artisans?

Struggle for basic survival. Low wages, lack of market access, and competition from machine-made products threaten their livelihoods. Despite legal recognition, there’s little real-world support or protection for these skilled craftsmen. The disconnect between heritage preservation and artisan empowerment continues to grow.

This blog sheds light on the urgent need to shift focus from product to people — before tradition fades away.

Imagine walking through a bustling marketplace, lined with thousands of beautifully handcrafted Kolhapuri chappals. Each pair tells a story of heritage, skill, and culture. But here’s the challenge— can you name a single brand?

This is the reality for startups in the Kolhapuri chappal industry. With over 5,000 unique designs, the market is rich in tradition but highly fragmented. Consumers love the product, but they don’t associate it with a specific brand. Instead, they see it as a category—like saying “denim” instead of “Levi’s” or “sneakers” instead of “Nike.”

For new entrepreneurs, standing out isn’t just about crafting great footwear —it’s about building a brand that people recognize, trust, and love. But in an industry dominated by generic alternatives and mass-produced limitations, how do they create that differentiation?

The market is ready. People want authenticity, tradition, and craftsmanship—but they also want a name they can trust. Will the next big footwear brand come from Kolhapur? Only time will tell.

Lost in Records, Forgotten in Reality: The Struggle of Kolhapuri Artisans

A pair of Kolhapuri chappals isn’t just leather and stitches—it carries the soul of an artisan, the weight of tradition, and the dreams of a family. Yet, the very hands that craft this legacy remain invisible in the system.

Thousands of artisans have government-issued handcrafted certificates. On paper, they exist. But in reality? Only a fraction are still making chappals. The rest have either left the craft, struggled to find work, or remained hidden in an outdated system that doesn’t reflect the truth.

💔 A startup looks for skilled artisans but finds only names, not hands.

💔 A craftsman waits for work, but his expertise is lost in data gaps.

💔 A business wants to scale, but the workforce remains a mystery.

Without an accurate artisan database, the industry misallocates resources, struggles with inefficiencies, and ultimately loses its soul—the artisans themselves.

The Kolhapuri chappal has survived centuries, but will its artisans survive the digital age? It’s time to give them more than just a certificate—it’s time to give them visibility.

Let’s not let history fade into forgotten records. Let’s bring artisans back into the heart of the industry.

Kolhapuri Chappals: Protected by GI, But Who’s Protecting the Artisans?

The Kolhapuri chappal is more than just footwear —it’s a symbol of India’s rich artisanal heritage. Recognized with a Geographical Indication (GI) certification, it should have been a shield for artisans, ensuring market protection, better prices, and authenticity. But in reality? Many artisans remain unaware of its benefits, and the market is flooded with counterfeits that threaten their very survival.

The Harsh Truth:

1. Lack of Awareness – Most artisans don’t know how GI certification can safeguard their craft.
2. Counterfeit Crisis – Mass-produced imitations, often of inferior quality, are sold as “Kolhapuri chappals,” deceiving customers and undercutting real artisans.
3. Bureaucratic Barriers – Navigating the GI framework is complex, and without institutional support, artisans struggle to enforce their rights.

A GI tag is only as powerful as the awareness and enforcement behind it. Without urgent action, we risk losing not just a craft, but the livelihoods of generations of skilled artisans.

It’s time to move beyond paper protection and give these artisans the real recognition, respect, and revenue they deserve.