The core innovation strategy for my initiative is design innovation as well as utility innovation. Handicrafts have an artistic DNA but with the repetition of traditional motifs and design language, they have become stagnant. Part of the reason is the unwillingness to take risks and the other part is lack of capacity to design and innovate. With design language change of the products, I am looking to achieve a wave of design and innovation across all the production units in the valley. The design process currently is rudimentary and traditional, but I am looking to use CAD softwares and creative designers to make my products have an edge and be recognised for it. Not only in production, but also in marketing and displaying the products, technology will go a long way. We are shifting more towards online rather than offline everyday, and there will come a time when most sales and promotions will be done online and I am looking to move towards that trend with my initiative.