Asha's name, meaning hope in Sanskrit, represents its goal of sustaining the marketing ability of individual and family-based artisans.
Asha represents over 6,500 artisans in 10 states of India.
Asha was established in 1975 by Christian professionals in response to the poverty of artisans, the disappearance of many traditional crafts, and the problem of middlemen taking artisan profits.
Artisans benefit from educational assistance for children, medical checkups and treatment, savings programs for artisans and spouses, interest-free loans, nonformal education projects, and relief-related social projects.
Their mission is to provide marketing support to artisans in a sustainable global market and "help them to preserve the art and craft of India."