Sasha Fair Trade Fair – Enhancing Market Linkages for Artisan Enterprises Across India

Strengthening Market Access for Artisan Enterprises

Program : Market Development & Fair Trade Promotion

Organization: Sasha

Location: Various

Key Outcomes

The Sasha Fair Trade Fair became a central annual event for over 60 producer groups, enabling them to plan product development and production cycles around a dependable domestic market opportunity.

A Strategic Annual Market Platform

The Sasha Fair Trade Fair became a central annual event for over 60 producer groups, enabling them to plan product development and production cycles around a dependable domestic market opportunity.

Wholesale and Retail Market Expansion

Many groups established new long-term wholesale partnerships, securing consistent orders from conscious retailers, designers, and boutique stores.

Diversified Revenue and Reduced Risk

By expanding domestic market access, producer enterprises reduced reliance on fluctuating export demand and strengthened income stability for artisans.

Increased market visibility

The Fair Trade Fair is now a fixed part of our annual marketing calendar. It has increased our visibility tremendously and brought us wholesale customers who truly value tribal crafts.

Anwesha Tribal Arts & Crafts

Odisha

Keeps our tradition alive

The fair has given a new lease of life to our dhurrie weaving. Conscious customers in Kolkata appreciate handwoven work, and that support keeps our tradition alive back in Telangana.

Sri Rama Handloom

Telangana

Expanding Market Reach Through Fair Trade: Connecting Artisan Enterprises with Conscious Consumers

Fair Trade Fair Background

The Sasha Fair Trade Fair has grown into an important marketplace that brings authentic, ethically crafted products directly to consumers in Kolkata. The fair enables rural and urban artisan enterprises to present their work to a large, appreciative audience, while gaining hands-on exposure to market expectations, consumer behaviour, and evolving design preferences.

Through the fair, producers gain crucial opportunities to test new products, receive direct buyer feedback, refine quality and presentation, and secure wholesale and retail orders. For many enterprises—especially those heavily reliant on exports—the fair provides a strategic domestic avenue that stabilizes income and offers new creative and commercial opportunities.

The event has become a key component of many enterprises’ annual marketing and sales calendar, supporting artisans in Odisha, West Bengal, Jharkhand, Kashmir, Rajasthan Gujrat, Telangana, Tamil Nadu, Assam, and other regions. For customers, the fair represents authenticity, craft integrity, and a direct connection to the people behind the products.

Broad Key Outcomes

Increased visibility and widened market reach for over 150 artisan enterprises across India in 10 years impacting more than 10,000 artisans annually.
Strengthened domestic wholesale connections and repeat retail buyer networks.
Enhanced artisan enteprises’ understanding of customer preferences, pricing, and design trends.
Supplemented export orders with reliable domestic sales, improving enterprise stability.

Ensures sustained work

For me and the weavers in Phulia, the fair is essential. It supplements the export orders we receive through Sasha and ensures sustained work for our weaving clusters.

Samaresh Pal

Master Weaver, Phulia, West Bengal

A marketplace with purpose

Every year we look forward to this fair. It brings authentic crafts from across the country, and we know our purchases directly support artisans. It’s a marketplace with purpose.

Kolkata

Customer

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