How Indian Crafts Can Compete Globally Without Losing Their Soul

In the fast-paced world of global fashion and home décor, there’s often an assumption that tradition must give way to modernity. To be “global,” you must leave behind what is “local.” But at Vinusto, we believe the opposite is true — that true competitive advantage for Indian crafts lies not in abandoning their roots, but in embracing them with contemporary relevance.

The Dilemma: Compete or Stay Authentic?

For too long, Indian artisans have been trapped in a painful paradox — producing exquisite, handcrafted pieces that the world admires, but often through systems that commodify their talent and strip the craft of its narrative and dignity. The pressure to be “marketable” often leads to dilution — of materials, methods, and meaning.

But must Indian craftsmanship sacrifice its soul for scalability? I don’t think so. In fact, I believe Indian crafts can stand tall on the global stage because of their soul, not in spite of it.

Heritage Is Not a Constraint

When I started Vinusto in 2019, after 25 years in the corporate world, it was born out of a revelation I stumbled upon while helping my son study a history chapter. It spoke of how artisans in India — once the pride of global trade — were systematically exploited, their skills undervalued, their livelihoods made fragile.

That moment lit a fire in me. What if we could reverse that narrative? What if we could create a brand that respects the craftsmanship of our past, but packages it with the aesthetics, finish, and storytelling that appeal to the modern Customer?

That’s what Vinusto set out to do — to become a modern Indian label that isn’t just inspired by heritage, but actively nurtures it.

The Vinusto Way: Where Timelessness Meets Taste

At Vinusto, our products are crafted for women of substance — those who value elegance over excess, and purpose over pretense. We work with handloom artisans, honoring their techniques, but reimagining them in silhouettes and finishes that are global in appeal.

We don’t mass-produce. We slow down. And in doing so, we allow the craft to breathe, and the customer to connect.

Competing Globally Doesn’t Mean Compromising Locally

For Indian crafts to be globally competitive, we must stop treating them as mere “ethnic” curiosities. They are design languages in their own right — versatile, sophisticated, and deeply sustainable.

But global competition demands more than just cultural pride. It requires:

• Consistency in quality
• Strong brand storytelling
• Thoughtful design that bridges cultures
• Fair pricing backed by fair wages
• Transparent supply chains
• Packaging and presentation that reflect the value inside

At Vinusto, we pay attention to all of these. Because we believe that every handcrafted product tells two stories — one of the hands that made it, and the heart that wears it.

A Call to Conscious Consumers

The world is waking up to sustainability, slow fashion, and the stories behind what they buy. The modern global Customer is not just looking for products; they’re looking for meaning. That’s where Indian crafts — and brands like ours — have an edge.

But we need more than admiration. We need action. We need buyers who are willing to value time, skill, and authenticity.

In Conclusion, Global with Soul

Indian crafts are not relics of the past. They are living traditions — dynamic, expressive, and deeply human. With the right design sensibility, the right business ethics, and the right intent, they can compete in any international marketplace — without losing their identity, their dignity, or their soul.

At Vinusto, we aren’t just creating products. We’re creating a movement — one that honors our past, shapes our present, and inspires a more conscious future.

Let’s make Indian craftsmanship not just visible, but valuable globally.