Corporate gifting has become an integral part of the Indian business culture, with companies spending billions of dollars each year on gifts for their employees, clients, and partners. While the intention behind gifting is to show appreciation and build relationships, the practice has also given rise to an industry that heavily relies on machine-printed plastic products. The lack of attention to sustainability and green initiatives in this 50 billion dollar market is a concerning issue that corporate purchasing teams need to reassess.
According to the UN Sustainable Development Goals (SDGs), corporations need to take action on responsible consumption and production, promoting sustainable practices and reducing waste. Adopting sustainable artisan-made gifts can have a positive impact on both the recipient and the artisan community, providing a stable source of income and improving their quality of life. Additionally, integrating Indian art and handloom into corporate gifting practices can create mass-scale employment opportunities for women artisans in rural areas, who make up over 55% of Indian artisans.
Plastic products have become synonymous with corporate gifting in India. From keychains and pens to folders and bags, the majority of the products are made from plastic and are machine printed for mass production. These products are not only harmful to the environment but also lack the personal touch that gifting should represent. In a world where consumers are increasingly conscious of the impact of their actions on the environment, this approach is not sustainable.
While there are some companies that have started to offer eco-friendly gifting options, they are still a minority. The issue is not only with the suppliers but also with the buyers who have not made sustainability and green initiatives a priority when purchasing corporate gifts. In many cases, the decision to purchase plastic products is based on cost and convenience rather than environmental impact.
Corporate purchasing teams need to reassess their approach to gifting and prioritize sustainability and green initiatives. This can be done by working with suppliers who offer eco-friendly products, encouraging the use of reusable and recyclable materials. The benefits of prioritizing sustainability in corporate gifting are many. It not only helps reduce the environmental impact of the practice but also reflects positively on the company's image and values. It can also help build stronger relationships with clients and partners who share the same values and priorities.
By making sustainability, circular economy, and green initiatives a mandate in choosing gifts for partners, clients, and employees, corporate purchasing teams can make a positive impact on the environment and economy while also adding a personal touch to every gift, making it more meaningful and memorable.
India has a rich tradition of art and handloom, with skilled artisans and weavers producing beautiful and unique products. By integrating these products into the corporate gifting industry, companies can not only showcase the beauty of Indian art and handloom but also support local artisans and contribute to the country's economy.
According to a report by the Ministry of Skill Development and Entrepreneurship, there are over 70 lakh (7 million) artisans in India engaged in the handmade industry. Over 55 percent of these artisans are women who live in rural India.
India boasts of numerous heritage art forms such as the Madhubani Paintings of Bihar, Gond Paintings of Madhya Pradesh, Phulkari Embroidery of Punjab, Kantha embroidery of West Bengal, Silks of Karnataka, and many more, that have seamlessly integrated into mainstream lifestyle and corporate merchandise, making them suitable choices for corporate gifting. Supporting these heritage art forms through corporate gifting helps preserve India's culture and traditions and also empowers and uplifts the livelihoods of these skilled artisans, who often struggle to make ends meet.
By involving sustainable heritage art organizations in their corporate gifting practices, corporations can create employment opportunities for women and promote their brand as socially responsible, addressing multiple UN SDG goals : 1 No Poverty , 2 Zero Hunger, 5 Gender Equality, 8 Decent Work and Economic Growth, 10 Reduced Inequalities,11 Sustainable Cities and Communities, 12 Responsible Consumption and Production, 13 Climate Action and 17 Partnership for The Goals .
MITHILAsmita has created premium art gifts, such as silk ties, paintings, face masks, scarves, and bags, for major corporations, including Coca Cola, Asian Paints, Tata Power DDL, TCS, and SAP Labs. It has also produced handmade art souvenirs, including silk scarves, khadi purses, passport covers, clutch bags, and belts, for prestigious museum shops like the National Museum in New Delhi, the British Museum in London, The Rubin Museum in NYC, and the GVK Jayahe Museum in Mumbai.
Handmade products are often made using natural materials and techniques that are eco-friendly, biodegradable, and sustainable, making them a better alternative to plastic products.
This Power of handmade gifts is one of the things that distinguishes India from the rest of the world, and many civilizations of the nation that have survived for over 10,000 years have traditional art forms that are essential to their way of life, celebrations, prayers, and meditations. By adopting these art forms as corporate gifts, these civilizations can continue to thrive, and the next generation can carry on the practice.
By adopting sustainable gifts and avoiding factory-made plastic products and fast fashion, corporations can help prevent the loss of traditional art forms and environmental pollution caused by machine-printed imitations. Furthermore, when a company is perceived as taking steps to preserve the planet through its gifting practices, it can establish a strong reputation among customers and stakeholders, leading to a positive impact on its brand image and long-term profitability.
So, is it a choice or a responsibility for corporations to adopt sustainable gifts?
