Jaiswal: Shop local to make a global impact

December 21, 2023

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This holiday season, the future of small businesses is brighter and more promising than ever before, thanks to the transformative power of technology. By leveraging digital platforms, business owners are redefining the concept of “shopping local” by bridging communities worldwide. As an entrepreneur and a passionate advocate for empowering women artisans worldwide, I’ve witnessed firsthand how embracing technology can create extraordinary opportunities for local businesses to make a global impact.

My business, OMSutra, was established from a desire to preserve the age-old craft traditions of India while uplifting women artisans from marginalized communities. Little did I know this dream would be realized through the synergy of technology and human connection.

In a post-pandemic landscape where 95% of U.S. small business owners have turned to technology platforms, the recent surge in online sales reflects a broader narrative of resilience and adaptability. The statistics speak volumes—a record- breaking 200.4 million consumers shopped online during the Thanksgiving to Cyber Monday time frame. And we’re using technology to build a community. Facebook Groups have become a haven for entrepreneurs to share ideas, support each other, collaborate and foster an environment of mutual growth and shared success. I am dedicated to mentorship and helping women artisans and business owners succeed and access the tools they need to thrive.

Social media has been instrumental in the digital transformation. Digital platforms offer more than just sales channels, they are critical tools for tracking and understanding consumer behavior. Small business owners can use Instagram Reels and Stories to showcase products and to gain insights and clarity based on follower engagement.

This data-driven approach creates an invaluable feedback loop and facilitates the ability to tailor content based on potential customer interests. Each product carries a story, a face, a tradition, making it more than a gift – it’s a unique symbol of support and empowerment.

At OMSutra we are committed to eradicating exploitation and elevating communities out of poverty. Through our initiative, the Survivor Karuna Project, we connect with survivors of human trafficking to help them become artisans, regain their independence, and access economic opportunity.

WhatsApp has also been crucial for maintaining close connections with artisans in India and around the world. It is more than just a messaging app. It allows for direct, personal communication, essential for understanding artisans’ challenges and ensuring they are fairly compensated. Recently, I used WhatsApp’s video chat features to work with an elderly artisan on bringing her designs to life. She already uses the platform for messaging, as people do across the globe, so our connection was frictionless.

As technology evolves so do local businesses. The AI revolution holds tremendous promise. According to a recent Small Business & Entrepreneurship Council survey, 75% of small businesses are already embracing AI. Major tech companies have introduced new AI tools in a step towards a future where technology not only simplifies operations, but also deepens our understanding of consumer needs and enhances the customer relationship.

My journey is not unique—it is just one of many—but it exemplifies the potential that digital platforms hold for small businesses to create opportunities, build communities and make a lasting impact. They’ve enabled us to bridge cultural gaps, support marginalized communities and advocate for a sustainable future. This holiday season, as you choose gifts for your loved ones, remember that each purchase has the power to impact lives, far beyond the transaction itself. With the right tools and the right mindset, small business owners are not just entrepreneurs—we are innovators, community builders and catalysts for change.

Jyoti Jaiswal is the owner of Syosset-based OMSutra, a fashion, wellness and home décor business dedicated to preserving India’s heritage crafts, while empowering women artisans in marginalized communities.

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