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Indian Institute of Management, Amritsar, student Jashvanth Naidu Pogiri is among the recipients of the National Youth Icon Award for 2020 given annually by the International Youth Committee (IYC), a United Nations accredited organisation, at the World Youth Summit. This award is given for excellence in development work and contribution towards developing a peaceful, fairer, prosperous and sustainable future that meets sustainable development goals by the United Nations.
Indian Institute of Management, Amritsar, student Jashvanth Naidu Pogiri is among the recipients of the National Youth Icon Award for 2020 given annually by the International Youth Committee (IYC), a United Nations accredited organisation, at the World Youth Summit. This award is given for excellence in development work and contribution towards developing a peaceful, fairer, prosperous and sustainable future that meets sustainable development goals by the United Nations.
Jashvanth has been recognised for his project on sustainable market revival of Ponduru Khadi, a heritage handloom from Ponduru village in Srikakulam district of Andhra Pradesh. Hailing from Srikakulom, Jashvanth has developed an online marketing platform for the community of weavers and spinners from Ponduru to bring the loom into mainstream fashion circuit.
Despite Ponduru Fine Khadi popularity, its weavers have been struggling to make ends meet for their families. To ease their troubles and market their products better, Naidu and his friends decided to create an online platform for marketing their products, as a consequence of which the Ponduru Khadi has now gained fame globally. “It all began in 2017 when I and a group of my friends decided to make a documentary on Ponduru weaver community. We discovered that the average daily wage of Ponduru khadi weaver was below Rs200 despite their superior craft and weaving skills. Some of these families, who have been weaving khadi through generations, do not want their kids to take up the skill as there was no money in it. So, we created an online marketing platform ‘loom2home’ to act as facilitators between the khadi workers and customers. In the global market, middlemen make huge profits by marketing it but through our website the profits directly go to weavers,” shared Naidu about his project.
Over the span of three years, the online platform has managed to raise the income of the weavers by 25-30 per cent. “We started with about 200 selected customers from across the country on the website. But now we get orders from the US, UK and other countries. Currently, over 50 weavers from the village sell their products through the website, earning Rs300-500 per day and we are motivating them to design clothes that meet the demands of youth.”
He also made a documentary on the Uddanam Nephropathy, a mysterious kidney ailment that surfaced in Uddanam region of Srikakulam in Andhra Pradesh that had baffled health experts across the world. “We made a documentary on water grid system of Uddanam region, where groundwater had high levels of silicon contamination,” he said. Jashvanth plans to work towards developing and building a network of social entrepreneurs, especially in rural belt.
What is Ponduru Khadi?
A heritage handloom from Ponduru village in Srikakulam district of Andhra Pradesh. Despite Ponduru Fine Khadi popularity, its weavers have been struggling to make ends meet for their families.
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