One of South Asia's leading designers, Rajeev Sethi is noted internationally for his contribution to preserving and celebrating the subcontinent's rich cultural heritage. For more than 35 years, Sethi has brought contemporary relevance to the traditional skills of vulnerable artisanal communities and creative professionals through his work in design and architecture, performances and festivals, exhibitions and publication, policy and advocacy. These interdisciplinary initiatives have innovatively positioned time-honoured legacy industries in an era of industrial mass production and globalization.
Mr. Sethi's formative years were spent in Paris working with Pierre Cardin, and he was mentored by designers like Ray and Charles Eames and eminent Gandhians like Mrs Kamala Devi Chottapadhya and Pupul Jayakar who encouraged him to direct his talents to India. This also underlies his creation of Sarthi (Friends of artists in need), The Asian Heritage Foundation, and 'Jiyo!', a creative & cultural industries brand owned by Indian artists and craftspersons.