Apart from the holy river Narmada, tourism is another lifeline of Maheshwar - the source of its economic activities. And the COVID-19 lockdown dried up this lifeline completely. Now easing out of the lockdown, things are slowly returning to normal for our community. However tourism without necessary precautions also spreads the disease.
Therefore, in an effort to protect our joyful riverside town and spread awareness about responsible tourism, the Maheshwar community has launched #MaheshwarMask campaign.
#MaheshwarMask is also a catalyst for her economy. We have created a value chain that benefits everyone - the tourists and most importantly, the people of Maheshwar. At the first step of the chain, the fabric of the mask is woven right here in Maheshwar by our skilled weavers. The next step includes small-scale stitching units and tailors of Maheshwar who stitch the mask, and the final step encompasses the boatmen, the store owners, street vendors, hawkers, peddlers etc. that act as kiosk centres or selling points for the mask. So you see, the campaign involves and benefits everyone from the community in every possible way.
We have received outpouring support that we are extremely grateful for. We have been featured by NDTV, received production and promotional support from Rotary Club Indore and have been selling masks at the Indore Airport.
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