How do you introduce ‘start-up’, entrepreneurial thinking to a 400-year old artisan community? In Bagru, the hub of Rajasthani block printing, Jeremy Fritzhand tells us that a start-up mindset is critical to growing the industry and “putting creative power back in the hands of the artisans.” In this episode of Radio Ock Pop Tok, Jeremy discusses he and a group of forward-thinking women, along with the help of the Cultural Intellectual Property Rights Initiative (CIPRI) joined forces to start Mahila Print, a new way of protecting and licensing indigenous designs.