How the Narikuravar Artisans Built Trust and Visibility with KOSHA’s Digital Product Passports

The Narikuravar tribal community of Tamil Nadu has a rich tradition of crafting jewelry that carries cultural depth, artistry, and identity. Yet, like many indigenous craft clusters, they faced a familiar challenge: standing out and gaining trust in a competitive and commercialized jewellery market.

Here’s how they transformed their brand presence — and their future — using KOSHA’s Digital Product Passports.

The Challenge: Buil

ding Trust in a Crowded

Jewellery Market

A group of jewellery artisans from the Narikuravar community wanted to position themselves as a credible, trusted brand.Despite their skill and heritage, they struggled with:

• Differentiating themselves from mass-produced jewellery

• Communicating the authenticity and story behind their craft

• Gaining visibility outside local markets

• Establishing trust with customers unfamiliar with their tradition

They needed a way to elevate their products, tell their story, and create a stronger connection with buyers.

The Solution: Integrating KOSHA’s Digital Product Passports

To strengthen their brand presence, the artisans integrated KOSHA’s Digital Product Passports (DPPs) directly into their jewellery pieces.

This empowered them to:

• Showcase the entire product journey

• Communicate their sustainable, handmade practices

• Provide verified transparency to customers

• Build trust through authenticity and traceability

With DPPs, every product carried a digital identity — allowing customers to scan and instantly discover who made the piece, how it was crafted, and the values behind it.

The Impact: Visibility, Reach, and a Stronger Collective Identity

1. Authenticity that customers could see and trust

By highlighting the story behind each piece, the artisans created a stronger emotional connection with buyers and set themselves apart from generic competitors.

2. Increased visibility at exhibitions and trade fairs

The enhanced transparency helped them stand out, attracting more interest and recognition in curated events.

3. Wider geographical reach

With a stronger brand identity and traceability, their products appealed to customers beyond their local markets, expanding their presence across regions.

4. Strengthened collective brand identity

Their efforts culminated in the formation of their own enterprise under the brand name Ladi, which today engages over 200 artisans — a testament to their growth and empowerment.

Conclusion

The journey of the Narikuravar artisans shows how technology, when used thoughtfully, can uplift traditional craft communities.By embracing Digital Product Passports, they transformed not just how people saw their jewellery — but how the world perceived their craft, heritage, and identity.

What started as a challenge of trust became a story of empowerment, visibility, and cultural pride.