For centuries, Kolhapuri sandals have been meticulously handcrafted by generations of artisans in Kolhapur, India. It is a thousand-year-old craft steeped in tradition, skill, and community. Yet, as with many indigenous art forms, the global fashion industry has often celebrated the design while overlooking its origins and the people behind it. Luxury brands frequently draw inspiration from traditional crafts without fully understanding the heritage.

The priority became finding a way to restore recognition to the historical craft and its maker, and Kalapuri chose the path of bridging the cultural gap. They created ‘The Kolhapuri’, a deeply researched, handcrafted book that documented the thousand-year journey of the craft, the generational artisan families behind it and the intricate techniques that keep it alive. The book was sent by Kalapuri as an invitation to Milan for the design teams to revisit Kolhapur, intended to build deeper understanding, and cultural appreciation for the craft of Kolhapuris. It proposed that true recognition begins with a connection to the craft and its creators.

Following its release at the Next Billion Forum 2025, The Kolhapuri transformed from an invitation into a cultural document. Every artisan working with Kalapuri, with a GI tag, has been credited for their creative excellence. Authentically created by the artisans of Kalapuri, The Kolhapuri is made with elements of Kolhapur – right from the colour of the soil, and photographs that captured the lives of the real artisans of The Kolhapuri, weaving in the true cultural fabric of the region and the craft.

Reflecting on the overarching vision, Babita Baruah, CEO, VML India, stated, "For VML, the most meaningful work always starts with the people behind it. By placing human stories at the centre of this piece of work, we intended to celebrate a thousand-year-old cultural legacy, sparking a global dialogue on cultural appreciation while simultaneously driving impactful growth for Kalapuri."

Aparna and Aatish Chavan, co-founders, Kalapuri Private Limited, added, “Our core mission has always been to uplift the artisan families who have kept this craft alive through generations. Seeing global designers revisit the city and formally acknowledge our cultural roots is a deeply empowering milestone that ensures the true makers receive the respect and recognition they deserve."

Delving into the creative insight that shaped the initiative, Kalpesh Patankar, group chief creative officer, VML India, explained, “Sometimes the most powerful way to tell a story is to physically place its history into someone’s hands. With purpose, we created a raw record of the craft, meticulously handcrafted as an extension of the tradition it represents, serving as a living archive and an invitation to understand this rich heritage.”

This visibility translated into stronger brand momentum. Kalapuri recorded a 44% increase in Active Users, a 48% rise in New Users, and a twofold increase in direct brand searches. Inbound queries around authenticity and craftsmanship surged, particularly across metro markets like Mumbai, Pune, Bengaluru, and Hyderabad.

VML India’s collaboration with Kalapuri demonstrates the profound power of cultural education. By championing authenticity and responding with grace, the campaign brought the world closer to the hands that have shaped this craft for centuries. It stands as a testament to the artisans of Kolhapur, ensuring their heritage is respected, documented and most of all, celebrated by future generations.

(Disclaimer: Kalapuri did not receive a direct response from Design team and it does not claim the credit for the outcome, but the goal of this initiative was to start the conversation and bring designers closer to the Kolhapuri artisans, building awareness
for their craft locally, as well as internationally.)