Mayank Raj
NIFT, Kangra

During my graduation project at Gaatha, I led a primary craft research expedition across Bihar, a region previously undocumented in their archive. Across five districts, I interviewed multiple artisans & local experts to document 9 regional crafts. I translated these accounts into research content for Gaatha's digital archive & an independent short film, examining the selected crafts through the underlying question of what constitutes craft.
In parallel, I executed product shoots and contributed to Gaatha’s social media strategy & content to boost organic reach and sales. I also designed an antique section for their e-commerce platform aligned to their narrative.

  • Student Name: Mayank Raj
  • Batch: 2022–2026
  • Department: Fashion Communication
  • Campus: NIFT Kangra
  • Company Name: Gaatha, Ahmedabad
  • Industry Mentors: Sumiran Pandya
  • Faculty Mentor: Siddharth Aredath

Gaatha maintains a comprehensive digital archive dedicated to documenting, preserving, and celebrating heritage Indian crafts and indigenous knowledge systems. Contributing to this mission during my 16-week graduation project, I led an independent ethnographic expedition across five districts in Bihar to document nine traditional crafts: Bawan Buti, Patna Kalam, Lahthi (lac bangles), Sikki Grass, Sujani embroidery, Tikuli art, Terracotta, Chaapa (block printing), and Madhubani painting. This region was previously unmapped in their repository. My methodology balanced extensive preliminary secondary research with deep on-the-ground primary research to capture an authentic, comprehensive view of these regional craft ecosystems. To execute this solo endeavour within a strict operational budget, I planned a highly optimised travel route relying solely on local transport networks to maximise my time in the field.

Over 12 intensive days on the ground, I immersed myself in the daily lives of the artisan communities. I interacted with over 100 grassroots artisans, local experts, and allied workers and conducted over 30 detailed interviews. This approach allowed me to capture primary field truths and comprehensive environmental photography across these diverse and historically significant disciplines.

Returning from the field, I translated these raw, firsthand accounts into structured, rich archival content for Gaatha’s digital platform. In parallel, I made an independent documentary short film that served as a visual extension of the research. The film explores the lived realities of these complex craft ecosystems, transitioning from abstract academic theories to human-centric stories. It examines the foundational question of what truly constitutes "craft" in the modern era, juxtaposing traditional methodology against changing socio-economic landscapes.

Beyond ethnographic research, I expanded my contributions to Gaatha's broader digital and commercial strategy. I designed the new antique e-commerce section and executed product photography. I also managed visual storytelling and drove a cohesive content strategy for social media, optimising their digital presence to boost the brand's organic reach.