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Moi Namaste
Description/achievement of initiative

India is home to approximately 2.2 million self-help groups and nearly 7 million artisans who make up 40% of the global artisanal workforce. Sadly, their income accounts to merely 2% of the 400 billion USD global handicraft industry (Dasra, 2013). Moi Namaste is a Finnish-Indian lifestyle label that is committed to providing sustainable livelihood opportunities for Indian crafts people by connecting them with a global audience. Firmly rooted in two cultures, Moi Namaste aims to keep the much needed focus on Nordic values like traceability and transparency, fair pricing, no child or forced labour, environmental sustainability, and honest storytelling.

Implementation methodologies

We work with a variety of NGOs, self-help women groups, social enterprises and craft clusters across India to create mindful lifestyle (home decor and fashion) products using natural fibres or upcycled materials. All our materials are locally sourced from artisans, weavers or textile recyclers. The designs are created with the artisan community, celebrating the roots of the craft. Fair trade practices are followed and the women groups/ artisan clusters are studied in depth before we decide to partner with them.

Arrangements for Capacity-Building and Technology Transfer

Following the guidelines of the Giving What We Can community, we pledge to give 10% of our profits to improving the lives of others! Causes that we support pertain to education, women health & empowerment as well as artisan training and development. We are also working on ways to use technology to reduce the gap between our consumers and makers.

Coordination mechanisms/governance structure

Inspired by the works of Bangladeshi Nobel Laureate and the founder of Grameen Bank, Prof. Yunus, Moi Namaste is a sustainable model that focuses on a ‘triple bottom line’ – constantly analyzing its social, environmental and financial impact, and understanding the relationship each has with the others.\r\n\r\nWe are also a zero dividend initiative that invests all its profits back into developing the brand or to advancing our main cause – providing fair, dignified and unbiased livelihood opportunities to women artisans.\r\n\r\nWe check and follow all the 10 Code of Conduct from the Ethical Fashion Initiative when working with our artisan partners and distribute 10% of our profits back to community development projects.


Aftertaste, Sura, KhaDigi, Mahashakti Seva Kendar, Leera, Okhai, Bombay Paperie
Progress reports
Goal 1
Goal 5
Goal 8
Goal 12
Goal 13
Use 100% natural fibres or upcycle existing textile waste
Provide consistent employment & training to minimum 50 women (12 months in a year)
Share consistent progress reports though our online blog
Other, please specify
10% of our profits to be put back in community development projects
Other, please specify
My own expertise and connections in the Social Impact and NGO sector across India.
Staff / Technical expertise
Working with experts in the field to identify ways to work with our women artisans to train & support them in their jobs.

Basic information
Time-frame: 02/2020 - 12/2024
Aftertaste, Sura, KhaDigi, Mahashakti Seva Kendar, Leera, Okhai, Bombay Paperie
Contact information
Pukhraj Ranjan, Founder & CEO, pukhraj@moinamaste.com
United Nations