Any product is viable till the two basic principles are met: Supply and Demand. Kalingarup articulates both for the Authentic traditional and tribal handmade, eco friendly, bio sustainable handicrafts and handlooms of Odisha at no profit no loss basis in the newer markets of India and abroad (Lagos, Australia, England).

Kalingarup endorses the weavers of Nuapatna (11 families), the artists of Raghurajpur (2 families), the stone sculpture artisans of Lalitgiri (2 families), Applique artists of Pipli (2 families) and many more.

Kalingarup India Pvt Ltd. Is instrumental in arranging funds and raw material for these artisans; buying of the finished product and selling of the inventory in the global market providing a sustainable livelihood for the adopted families apart from providing basic amenities and ensuring regular food and income avenues.