Apala by Sumit to set up ‘Aatmanirbhar Bharat Centre for Design’ at the historic Red Fort

The silver jewellery brand signed on a formal agreement earlier this year with the Ministry of Culture for a project, through which it aims to innovate and stay competitive, while contributing to the welfare of the artisan community. Jewellery pieces created by Apala will also be showcased at the atelier space 

The historic Red Fort in Old Delhi will be home to an atelier space for the handcrafted silver jewellery brand, Apala by Sumit, thanks to its collaboration with the Ministry of Culture, sealed earlier this year. Project Aatman will promote Indian handicrafts, train and empower artisans, and create sustainable livelihoods. Under this collaboration, jewellery pieces created by Apala will be showcased at the studio named Aatmanirbhar Bharat Centre for Design (ABCD).

The project and subsequently, the atelier space, will be the brand and the Ministry’s collective effort to offer a space for artisans to hone their skills, gain better access to the market and help them become more self-reliant, resulting in the generation of sustainable jobs.

Speaking on the selection criteria of the artisans for Project Aatman, Sumit Sawhney, Jewellery Designer & Founder, Apala said, “The Ministry of Culture will handpick artisans from the grassroots level who specialise in a particular craft. These artisans will be identified for participation in the collaboration.”

The Collaboration

Project Aatman was conceptualized after a team from the Ministry of Culture, Government of India, researched Apala’s art style and appreciated their approach that was steeped in its Indian roots but carried a global appeal. A formal agreement comprising a Memorandum of Understanding (MOU) in March 2023 gave a head-start to the project and for the brand, the terms include aspects of social responsibility, the promotion of handicrafts and artisans, fostering a spirit of entrepreneurship among artisans and more.

With similar cultural goals in mind, this partnership also focuses on Apala’s artistic contributions to create a platform for the fusion of art, culture and heritage.

The Objectives

The project, which is slated to run over five years from the time of its commencement, indicates a long-term commitment by the brand and the Ministry to the welfare of artisans through the promotion of different art forms. Apala also aims to revive and promote traditional art forms through this project as the brand earlier partnered with the Ministry of Textiles and created jewellery pieces to be paired with Kanjivaram sarees.

All the jewellery prototypes crafted under this project will be showcased at the Red Fort’s live museum and visitors will be able to meet the artisans and observe their jewellery-making skills and the rich heritage of the materials. Apala’s brand aesthetic ‘India-centric jewels with a contemporary edge’ will be an essential component of the jewellery on display, said Sawhney.

Sharing his views on the future of the project, Sawhney said that Project Aatman would serve as a long-term association allowing the brand to innovate and stay competitive, while contributing to the welfare of the artisan community and taking advantage of the Government’s support for the promotion of Indian culture.

Future Plans

The brand and the Ministry have a long-term vision for the art pieces created by the artisans. By selling the art through Apala’s and the Government’s sales channels, the project will offer sustainable support and market opportunities to artisans.

Through this project, the brand also seeks to retail the created art pieces and jewellery through its export and Government channels, and explore new markets, which will ultimately help increase the brand’s reach and revenue.

Commenting on it, Sawhney said, “Apala is keen to be a part of projects that prioritise handmade craftsmanship and sustainability, particularly those rooted in India’s cultural and artistic traditions. This demonstrates the brand’s commitment to preserving and promoting traditional art forms while incorporating them into contemporary and sustainable designs. We will be open to future collaborations with similar projects that align with its values and brand ethos.”

Written by Aparna Bhowmick
Retail Jeweller India Exclusive