Gurugram: Luxury cars may run on horsepower, but meaningful change often runs on human skillpower — and that’s exactly what the BMW India Foundation is investing in. Strengthening its commitment to inclusive and sustainable development, the Foundation has launched initiatives to support and upskill traditional Indian artisans, helping transform age-old craftsmanship into stable, future-ready livelihoods.
The programme, launched in 2025, focuses on preserving indigenous art traditions while equipping artisans with contemporary design knowledge, structured training, and better access to organised markets. By bridging the gap between heritage skills and modern consumer demand, the initiative aims to ensure that traditional art survives not just in museums, but also in shopping carts and homes.
From Craft Preservation to Sustainable Income
The Foundation’s artisan empowerment effort addresses long-standing challenges faced by craft communities, including limited formal training, lack of exposure to modern design trends, and restricted access to large marketplaces. Working with experienced implementation partners, the initiative helps artisans refine their craft, diversify product offerings, and build resilient income streams.
Hardeep Singh Brar, President and CEO, BMW Group India, emphasised that the effort goes beyond safeguarding artistic traditions. He noted that the goal is to empower artisans with training, experimentation opportunities, and market access so they can grow sustainably while staying rooted in their heritage. He highlighted that programmes such as Project Chitravan and Project Phulkari are central to this vision, enabling artisans to blend traditional identity with contemporary creativity.
Project Chitravan: Supporting Tribal Artists in Central India
In central India, the Foundation has partnered with the Craft and Community Development Foundation (CCDF) to implement Project Chitravan, which supports tribal artisans from Madhya Pradesh, Rajasthan, Jharkhand, and Maharashtra.
The initiative currently nurtures around 40 artists practising indigenous art forms such as Gond, Warli, Bhil, Baiga, Sohrai, and Kohvar. Selected based on craftsmanship, creative potential, and economic need, these artists receive structured mentorship and contemporary design inputs that help them innovate while preserving authentic storytelling traditions.
The programme ensures that tribal art continues to evolve organically rather than being frozen in time — proving that tradition can be timeless without being outdated.
Project Phulkari: Reviving Punjab’s Embroidery Heritage
In Punjab, the Foundation has collaborated with the Delhi Crafts Council to strengthen the traditional craft of Phulkari embroidery. The initiative supports roughly 30 artisans through skill enhancement, revival of authentic techniques, and the adoption of sustainable practices such as natural dyes and responsible materials.
Artisans work alongside textile designers to create contemporary product lines including stoles, apparel accents, home décor items, and accessories. Digital literacy training and market readiness programmes further enable participants to confidently connect with buyers and emerging online platforms — because in today’s world, even centuries-old embroidery sometimes needs Wi-Fi.
Luxury Brand, Grassroots Impact
With these initiatives, BMW India Foundation continues to expand its social impact footprint beyond the automotive sector. By combining heritage preservation, skill development, sustainability practices, and market linkage, the Foundation aims to create long-term livelihood opportunities for artisan communities across India.
And while BMW’s cars may be known for precision engineering, this initiative shows the company also understands something equally valuable — the precision of a handcrafted brushstroke, stitch, or tribal motif.
