Handloom weavers and printers in India are artisans who create fabrics with a delicate balance of technical expertise and human emotion. India is home to many handloom traditions. These colourful, handwoven, and printed fabrics are not only an integral part of the Indian heritage but have also contributed extensively to the lives of the people engaged in their creation. Historically, these communities have dedicated themselves to weaving and printing with their livelihoods intertwined in the very patterns they create. These handcrafted textiles made by the artisans are disproportionately underrepresented on the global stage. Unfortunately, their art is dying due to lack of incentives, support, and encouragement owing to existing trends of fast fashion in global markets. Gingerlblu closely works with these artisans and connects them with potential customers globally, thus keeping their art alive. A cascade of returns follows in terms of better education for their children, familial stability, local employment opportunities, and reduced coercion to migrate to the city

Economically independent women-artisans have emboldened voices in decision-making of the family and in the society. This translates into a spectrum of avenue benefits - education for their children (especially the girl child), self-health/well-being, and agency to build a security net for herself while supporting the family. Furthermore, this approach helps to reduce the burden on the men from being the sole income generator for the family.