GoCoop, now known as GoSwadeshi, is a shining example of how technology can uplift traditional crafts and artisans in India. Founded in 2011 by Siva Devireddy, GoCoop began as an online marketplace connecting handloom cooperatives and artisans directly with consumers, eliminating middlemen and ensuring fair prices for the creators.
Founding Team and Vision
Siva Devireddy, the visionary behind GoCoop, aimed to create a platform that would bridge the gap between rural artisans and global consumers. His dedication to promoting sustainable livelihoods for weavers and craftsmen has been the driving force behind the company’s success.
Growth and Financial Milestones
Over the years, GoCoop has seen significant growth. As of March 31, 2023, the company reported an annual revenue of ₹13.9 crore (approximately $1.74 million). This success is a testament to the increasing demand for authentic handloom products and the trust consumers place in the platform.
Vendor Onboarding and Criteria
GoCoop has successfully onboarded numerous artisans and cooperatives across India. While specific numbers aren’t publicly disclosed, the platform emphasizes quality and authenticity. Artisans interested in joining must provide details about their craft, ensuring that only genuine handloom and handcrafted products are showcased. This rigorous selection process maintains the platform’s reputation for authenticity.
Goodloom: The In-House Brand
Goodloom, GoCoop’s in-house brand, offers a curated selection of premium handloom products. The brand focuses on contemporary designs while preserving traditional weaving techniques, catering to modern consumers seeking sustainable and stylish apparel.
Future Plans and Expansion
Looking ahead, GoCoop plans to expand both online and offline. The company aims to increase its artisan network, introduce new product lines, and enhance its digital presence to reach a broader audience. By strengthening its supply chain and investing in technology, GoCoop is poised for sustained growth.
Commission Structure and Fees
GoCoop operates on a commission-based model, charging artisans a percentage of each sale. This approach ensures that artisans receive fair compensation while supporting the platform’s operations. Details about any joining or listing fees are not publicly available.
Sadhguru’s Contribution to the Handloom Industry
Sadhguru, the founder of Isha Foundation, has been a vocal advocate for the handloom sector. Through the “Save the Weave” initiative, he emphasizes the importance of preserving traditional weaving techniques and promoting the use of natural fibers. The initiative connects weavers directly to markets via Isha Life, ensuring they receive fair compensation.
In conclusion, GoCoop’s journey from its inception to its current status as GoSwadeshi highlights the transformative power of combining technology with traditional crafts. By providing a platform for artisans to reach global consumers, GoCoop not only preserves India’s rich handloom heritage but also ensures sustainable livelihoods for countless craftsmen.
For a deeper insight into the Indian textile industry and Sadhguru’s perspective, you might find this discussion enlightening: