A global ethnic storm is taking the world with a website introducing the concept of World Ethnic Day where people can participate and share their rich heritage and culture. Is this another gimmickIJ
Be it kimonos, saris, or polleras in traditional attire, or European, lebanese or Mughlai in the sumptuous food delicacies; the world has myriad things to offer. With a multitude of cultures, an abode to various dressing styles and cuisines encompassing countless traditions and heritage, the world seeks to come together on its first ever World Ethnic Day. The brainchild of Mumbai-based online web portal, Craftsvilla.com, the largest marketer of ethnic products in India, this day seeks to transport us back in time to our native culture, in a bid to familiarise people with their roots.
With World Ethnic Day, set to be celebrated globallyCraftsvilla looks forward to bridge the gap between different nations and cultures and wants everybody to become one. It is a means to celebrate the cultures of different counties together on one single day. “In the digital world, ‘World is One’ yet we all carry different identities represented by what we wear, eat, believe and celebrate. let us come together and celebrate our diversity as one world,” Craftsvilla said in a statement.
The online marketplace envisages a world held together by its roots — a world that respects heritage, civilization, anthropology, art and culture. The company has made a deep impact through its work, in India and has brought the traditionally disorganised ethnic craft industry on to a structured platform. Its aim is to take the ethnicities of the world forward. World Ethnic Day will help people respect their own heritage and at the same time gain knowledge about various other cultures. It will be an eventful journey for them to their pasts, which they can proudly popularise.
This day is a creative, one of its kind initiative, which hopes that multitudinous ethnic groups and communities exist as one-whole on this day. The ways to participate in this merriment are fairly simple. One way is to don that colourful ethnic dress hidden in the depths of one’s closet. Another way to become a part of this celebration is to gift someone something ethnic like handicrafts, sweets, musical instruments or books which reflect their heritage. One can also take the food route and feast on one's ethnic dishes with traditional notes playing in the background. This day has something to offer everyone. The bibliophiles can relax with a history book or a spiritual novel on their cultures. In the end, the goal remains the same; no matter what route you take, the aim is to share one's ethnicity.
Craftsvilla has also roped in the Bollywood diva Vidya Balan to be the face of their ethnic day promotion. “We are thrilled to have Vidya Balan endorse World Ethnic Day. There is tremendous synergy between her vision and ours. Vidya is a living ambassador for everyday ethnic. Her remarkable success and body of work stand testimony to ethnic is cool,” said Manoj Gupta, founder of Craftsvilla.com.
“By celebrating World Ethnic Day, we get an opportunity to go back to our roots. I feel strongly about the dying art of handlooms in the country, and also about the plight of artisans who are struggling for livelihood. I am delighted with the opportunity to spread awareness about it,” said a thrilled Vidya Balan in a statement.
To mark tomorrow as the first-ever World Ethnic Day, Craftsvilla has announced that it will distribute 10 lakh red bindis globally. “The use of bindi is rooted in Indian culture and symbolises tradition and heritage. What better day than World Ethnic Day to spread awareness about Indian heritage,” Monica Gupta, co-founder of Craftsvilla.com, said in a statement. The company will send its employees dressed in ‘World Ethnic Kurtas’ to various places in Mumbai, Bengaluru and Delhi to hand out bindis to people and make them aware about the concept of this Day.