Deeper Than Namaste

Deeper Than Namaste

August 01, 2017

he sun rises over the village of Bhadole, illuminating the roofs of the villagers’ homes. As its inhabitants stir from their sleep, the village comes to life and the new day begins. Villages like Bhadole are home to leather workers who have been refining their craft for generations. Techniques and knowledge are passed from father to son, and the work often becomes a family affair, with wives and children helping dye and cut the leather.

The Indian leather industry is one of the oldest and best-established markets in the world, but traditional artisans are getting pushed out of the market. Big brands with mass-manufacturing capabilities are flooding the market with luxury leather goods, leaving talented craftsmen in the dust.

Enter Grounded: this young e-commerce startup is helping craftsmen revitalize their trade and bring their products into the global market. With international exposure, artisans benefit from increased employment and new technology, while the rest of the world experiences the rich heritage and culture of this age-old craft.

The company’s first campaign, Deeper Than Namaste, focuses on these leather-working communities in the Kolhapur area of India. The aim of the campaign is to encourage consumers to look beyond the surface, to connect with the communities involved in making their products, and to add a human touch to the e-commerce industry. While the Deeper Than Namaste campaign is targeted towards the Indian leather industry, Grounded has plans to work with different craftsmen around the world and highlight the incredible work that they do.

Grounded’s pioneering approach to e-commerce has the potential to change the way we think about shopping. The company’s refreshingly community-oriented philosophy adds a whole new layer to consumerism, driving the world towards a more socially responsible style of shopping. Join Grounded on their journey to go Deeper Than Namaste.




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