This Diwali, Zepto is celebrating the festival of lights by empowering over 500 local artisans from across India. By partnering with traditional craftsmen, Zepto is helping them reach a larger audience and ensuring that handmade earthen Diyas and other festive products are available to millions of households.
Supporting Prajapati Community
Zepto has collaborated with 50 families from the Prajapati clan, a community of Kumhars (potters) whose craft is steeped in the ancient traditions of the Ramayana era. These artisans have been handcrafting earthenware for generations, producing items that are central to Indian festivals, especially Diwali. By supporting these artisans, Zepto ensures that their handmade products, such as Diyas, Ganesh and Durga idols, and Marapacchi dolls, are easily accessible to consumers across India.
A New Way to Sell
Traditionally, these artisans worked tirelessly up to the last minute, selling their products in roadside stalls or door-to-door. However, with Zepto’s platform, these artisans can now reach a much wider audience in a more efficient and dignified manner. Zepto helps bring their products directly to customers’ homes, removing the uncertainty and pressure of last-minute selling.
Pradeep Kumar, a local Diya artisan, shared his heartfelt thanks for the partnership, saying, “We’ve been crafting Diyas since childhood, and Diwali is when all our hard work finally pays off. This year, Zepto helped us bring our Diyas to homes across the country, connecting us with a much wider audience. It’s been a game-changer for us, and I’m grateful for their support.”
Vision for Empowering Artisans
Zepto’s Co-founder and CEO, Aadit Palicha, also expressed his enthusiasm for supporting local artisans on LinkedIn. “We believe in empowering local entrepreneurs at Zepto, and we salute Pradeep and others who are crafting beautiful Diyas to light up Diwali. It’s an honour to help bring their work to millions of homes this festive season.”
Zepto’s platform provides artisans with better demand forecasting, helping them avoid the last-minute pressures of selling and allowing them to celebrate their own Diwali with pride. This collaboration bridges the gap between traditional craftsmanship and modern consumers, enabling artisans to thrive in a competitive market.
Zepto’s commitment to supporting local artisans is clear. With this initiative, the platform aims to reach 10 times more homes this Diwali than last year. By leveraging its quick commerce model, Zepto ensures that traditional craftsmanship and sustainable products are delivered quickly and conveniently to customers, helping artisans succeed.
About Zepto
Founded in 2021 by Aadit Palicha and Kaivalya Vohra, Zepto is one of India’s fastest-growing online brands. Headquartered in Mumbai, Zepto delivers over 25,000 products across various categories to millions of users in minutes, thanks to its network of delivery hubs across the country.
Zepto’s dedication to empowering local artisans this Diwali is a testament to the company’s commitment to supporting traditional craftsmanship. By helping these artisans reach a broader audience, Zepto is ensuring that the essence of Indian festivals continues to shine brightly, while also fostering sustainable and dignified livelihoods for artisans.
