The e-commerce player Shopclues is in a partnership with the Government’s scheme for minorities, Upgrading Skills and Training in Traditional Arts/Crafts for Development (USTTAD) which aims at upgrading skills and preserving traditional ancestral arts and crafts of minorities.

ShopClues would help beneficiary artisans understand the existing demand in e-commerce market and enable them to cater to it. They would also be able to take advantage of wide reach of the e-commerce platform to market their creations.

Under USTTAD, craftsmen would be mentored to run their businesses successfully and reach a wider audience through online retail. Stoles which carried Kabir's couplet woven by master weaver Bachchelal Maurya of Chhahi village were presented to Najma and Naqvi at the ceremony. Maurya is also an authorized user of Geographical Indication (GI). According to the director of Human Welfare Association, Rajni Kant, who played the role of a facilitator, it is a fine example of calligraphy on textiles.

Speaking on the MoU, co-founder and CEO of ShopClues Sanjay Sethi said that with the association, businessmen from minority communities will be able to leverage the benefits of their highly penetrative platform. This will open up marketing opportunities that the businessmen had never imagined.

Earlier, Heptullah released the logo of USTTAD and launched its website. An exhibition of traditional arts and crafts was also organized. The programme was attended by a large number of people from minority community, including women.

At a cultural complex, on Thursday, Union minister for minority affairs Najma Heptullah highlighted features and benefits of USTTAD, describing the scheme as a fulfillment of her 30-year-old dream for minority welfare. Union minister of state for minority affairs Mukhtar Abbas Naqvi was also present.

Najma Heptullah said that she had always wanted to do something to promote traditional art and craft and for the welfare of the craftsmen. Her dream is taking a concrete shape.

Speaking in praise of Prime Minister Narendra Modi, Heptullah said that he gave her an opportunity to fulfill her dream.