Amazon India Signs MoU with Govt of Manipur to launch Panthoibi Emporium on Amazon.in

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Amazon India announced today that it has signed an MoU with the Government of Manipur’s Manipur Handloom & Handicrafts Development Corporation Limited (MHHDCL) to help artisans and weavers in the state grow. As part of this MoU, Amazon India launched the Panthoibi Emporium on its marketplace as part of the Amazon Karigar programme. With this launch, Amazon India hopes to help over 300,000 artisans and weavers who work with Panthoibi Emporium grow their businesses. The goal of this project is to get more people online, give the artisan and weaver community more power by letting them become Amazon sellers, and create jobs.

“This is an important development towards empowering the local weavers and artisans associated with Panthoibi Emporium, a unit of Manipur Handlooms & Handicrafts Development Corporation Ltd. (MHHDCL). Given Amazon’s prowess in ecommerce, this association will open up unlimited opportunities for them to grow and scale their business. Aided with the right tools, technology, and insights, MSMEs can play a definite role in accelerating the growth of the Indian economy. Therefore, it is important that the e-commerce ecosystem and its key stakeholders work towards enabling more and more small businesses with capacity building activities,”

Honorable Chief Minister of Manipur, Shri N Biren Singh said.

Sellers who are part of “Panthoibi Emporium” will be able to take advantage of things like personalised training to get started quickly, more exposure to customers, and marketing support, among other things. This association will also give these weavers access to a potentially larger market. This will help their work get more attention and give them more job opportunities. Millions of Amazon.in customers from all over the country can buy Manipur-specific items like Kauna Crafts – Water Reed, Manipuri Rani Phee, and food items like black rice, forest forage teas, GI tagged chilli, GI tagged lemons and oranges, among others, from Panthaoibi Emporium.

“Manipur is known for its handicraft and handloom industry across the world. The launch of Panthoibi Emporium on the marketplace further adds to our mission to make Indian arts and crafts accessible to customers through Amazon Karigar program and digitize 10 million MSMEs by 2025. We will continue to collaborate with organizations like Manipur Handloom & Handicrafts Development Corporation Limited (MHHDCL) to expand product selection by bringing in local art forms benefitting craftsmen through Amazon Karigar program, in the process, and make Amazon.in marketplace selection truly representative of India’s rich culture,”

Sumit Sahay, Director, Selling Partner Services, Amazon India said,

Since the Amazon Karigar programme started in 2016, more than 3,700 master weavers, co-ops, artisans, and regional APEX bodies have joined Amazon India to sell on Amazon.in. Over 13 lakh artisans and weavers have been helped by the programme.

“Our collaboration with Amazon will play a pivotal role in enabling the 40,000+ artisans and weavers associated with Panthoibi Emporium to accelerate their growth through ecommerce. This launch will bring higher visibility amongst customers who look for a huge variety of handicraft and handloom products made by craftspeople from Manipur. Selling online will empower these weavers with the support needed to scale their business by reaching a larger pool of customers. It will also bring attention to locally produced products from the state that are representative of our rich cultural heritage,”

Elangbam Jeeten Singh, Managing Director of Manipur Handloom & Handicrafts Development Corporation Limited said.

Amazon.in has also worked with 30 Government Emporiums and 7 Government bodies to show craft lovers authentic crafts and connect the market more. Today, Karigar shows off more than 1.7 lakh products, including 450+ unique arts and crafts from more than 27 states and union territories. It gives Indian handicraft and artisan communities more exposure by letting them sell their products to a large customer base.


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