The Moment is Now

The world is rapidly changing. This is truer now than it has ever been across all of human history. Our world is dealing with unprecedented changes in different fields. We live in a world that is engaging in more global discourse about our impact as people on the planet, seen in the ways that we treat the earth and how we seek to help others in the process.

The AHC Foundation seeks to consider these topics and places it at the heart of our operation. A few years ago, we asked ourselves, how is the average person engaging with the craft and handloom industry and what can we do to make the conversations around the handicraft industry more accessible? This question lead to our crowning jewel, The Parvai Shop which not only seeks to showcase exquisite craftsmanship but stands at the forefront of the conversations surrounding the handloom industry. But our quest for answers hasn’t ended yet. 

The AHC Foundation invites customers to ask questions and learn about the processes and people involved in creating a saree through The Parvai Shop. This access to increased awareness comes in the wake of global conversations about sustainable purchasing, establishing environmentally-friendly consumer patterns, and creating a community of well-informed customers. The AHC Foundation’s mission is to encourage, educate, and support artisans and consumers to ultimately fill the gaps that exist in how people perceive the handloom industry.

Though the industry appears to be shrouded under expensive price-tags and designer goods, the AHC Foundation wants to create a renewed and redefined awareness of the craft industries of India. The Foundation wants to show how people can be involved in supporting craft communities through conscious buying.

These goals can seem tricky to achieve especially in the midst of a pandemic, but The Parvai Shop overcomes these. Dealing with a pandemic can be difficult. We’ve seen this invisible virus push past all class boundaries to change the lives of people at every economic level. Even through these moments, we ensure that our weavers have a means of livelihood during the pandemic, allowing them to support and care for their families. One of the Foundation’s Tenets’ is ‘To Persist’ despite the circumstances. We are unwavering in our commitment towards the craftspeople and the craft tradition. And that’s exactly what we’ve done. We’ve stood by our values to educate and support even through the midst of rapid global change. For us, the moment has not passed. The moment is now.