Vision

A wonderful serenity fills my soul, like a sweet spring morning.

What is Jiyo!

"Jiyo!" is more than an initiative, it is a movement to keep India’s living traditions alive. Born under the Asian Heritage Foundation and envisioned by cultural pioneer, Rajeev Sethi. "Jiyo!" brings artisans, storytellers, and communities together to celebrate and sustain traditional craft and knowledge. From embroidered Sujni sarees in Bihar to the flowing Ikats of Telangana, from bamboo artisans in Jharkhand to Gond painters in Madhya Pradesh, "Jiyo!" is a tapestry woven with the hands, voices, and dreams of thousands of makers. At its core, "Jiyo!" believes that sustaining livelihoods begins with sustaining culture. Every weave, every brushstroke, is not just a craft, it is a w it is a way of life, a continuity of memory, and a future worth protecting.

Sujani
Sujni - Bihar
Ikat Pochampally
Ikats - Telangana
Bamboo - Jharkhand
Gond
Gond – Madhya Pradesh

AHF’s Jiyo Initiative

An empowering programme creating new livelihoods in cultural industries amongst the skilled but economically vulnerable communities of India. "Jiyo!" , a project of, the Asian Heritage Foundation, signifies the arrival of a Swadeshi (Indigenous) Brand” for the 21st Century An Indian brand incubated and co created by AHF over 17 years ago with major grants from the Japan Social Development Fund (JSDF) administered through the World Bank, has linked rural skills and legacy enterprises to local market and global outreach. The JCCIPL ("Jiyo!" Creative and Cultural Industries Pvt Ltd) is registered principally to be an artists’ and artisans’ owned company
empowering its principal stakeholders through design-led innovations with its current operations being overseen by the AHF.

Our Philosophy

  • "Jiyo!" stands on three simple yet powerful words: Believe. Buy. Belong.
  • We believe in the wisdom of traditional knowledge, not as nostalgia but as a living resource.
  • We invite you to buy consciously, supporting the dignity of labor and fair livelihoods.
  • And in doing so, we all belong — to a larger story of culture, ecology, and shared humanity.
  • We see crafts as more than products. They are expressions of identity, guardians of biodiversity, and carriers of collective memory.
    In every handmade piece lies the promise of resilience, creativity, and community.
  • The major outcomes of the The major outcomes of the project have been to enhance the income of "Jiyo!" community members by giving assured work engagement at their doorstep.
  • "Jiyo!" hopes that the local and regional clusters of makers whose work you see now, the creative men and women of our countryside
    and many more, may be ready to form their own cooperatives, and so equitably handle their own future once again.
  • Map your world from where you are!

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Discover the Asian Heritage Foundation

Established in the mid-1990s as a not-for-profit organisation, the Asian Heritage Foundation (AHF) emerged with a vision to strengthen and unify the creative and cultural industries across Asia. Spearheaded by Rajeev Sethi, the Foundation brought clarity and direction to a rapidly evolving sector, fostering innovation beyond national boundaries Asia, a cradle of ancient civilizations and home to a majority of the world’s population, stands at a pivotal moment in history. As global and local forces intersect, challenges around culture, sustainability, identity, trade, and the environment demand thoughtful and inclusive solutions. AHF responds to these realities by nurturing creative talent, encouraging responsible entrepreneurship, and building platforms that empower communities.

Explore AHF