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BMW India Foundation is strengthening its focus on inclusive and sustainable development by backing programmes that support and upskill traditional artisans across the country. The initiative seeks to preserve the authenticity of indigenous art forms while equipping artists with contemporary skills, design inputs and access to organised markets, enabling sustainable livelihoods and upward social mobility.

Launched in 2025, the artisan empowerment programme aims to address long-standing challenges faced by traditional artists, including limited access to structured training, exposure to modern design practices and reliable market platforms. Through partnerships with experienced implementation organisations, the Foundation is helping artisans adapt to changing consumer preferences and build resilient income streams.

Hardeep Singh Brar, President and CEO of BMW Group India, said the Foundation’s efforts go beyond preserving art forms to supporting the people behind them. He said initiatives such as Project Chitravan and Project Phulkari are designed to help artisans remain rooted in tradition while exploring new ideas and designs that appeal to modern customers.

In central India, the Foundation has partnered with the Craft and Community Development Foundation to implement Project Chitravan. The project supports tribal artists from Madhya Pradesh, Rajasthan, Jharkhand and Maharashtra who practise indigenous art forms including Gond, Warli, Bhil, Baiga, Sohrai and Kohvar. About 40 artisans are currently part of the initiative, receiving mentorship and contemporary design guidance while retaining traditional narratives and techniques.

In Punjab, the Foundation has joined hands with the Delhi Crafts Council to revitalise and modernise Phulkari embroidery. The programme focuses on skill enhancement, revival of authentic methods and adoption of sustainable practices such as natural dyes and responsible material use. Artisans work with textile designers to create contemporary products—ranging from stoles and apparel accents to home décor and accessories—while also receiving training in digital literacy and market readiness. Around 30 artisans in the state are currently being supported.

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The BMW India Foundation implements Corporate Social Responsibility programmes on behalf of BMW Group entities in India and works to scale community initiatives through long-term partnerships, aiming to create measurable and lasting social impact.