Heritage Branding: Telling India’s Craft Stories Through Corporate Gifts
The rich history of handmade crafts in India narrates about the people, places and the traditions in India. In the current hi-tech business world where gifting is a form of communication, these artisans provide authenticity, emotion and legacy; something that mass-produced products do not possess. As the world grows more and more automated and uniform in the world, it is the connection that defines the soul of a brand. Heritage-inspired branding can provide such an association, based on culture, craftsmanship, and community. It is not only about living beautiful; it is about narration using practical manifestations of identity. The centuries-old tradition and regional variety of Indian handicraft gifts offer a rich environment. In that rich environment the brands can communicate the values, create emotions, and establish a long-term relationship. Corporate gifting , which was a transactional practice, today has become a form of cultural exchange, wherein each handmade object t...