In 1978, the rich tradition of Indian craft faced a significant downturn. The market was flooded with cheaper, often higher-quality, machine-made goods, pushing skilled craftspeople to the margins. Their beautiful creations were increasingly dismissed as merely "ethnic" or decorative. A critical issue was the exploitation of artisans, particularly women, by middlemen, leading to a loss of identity for the crafts as they were forced to adapt to fleeting market demands. This disconnect extended to both ends of the supply chain: customers lacked information about the products they were buying, and artisans had no knowledge of who was purchasing their work.

Sasha was established to directly tackle these pressing issues. As a not-for-profit, Sasha collaborates with nearly 100 groups of disadvantaged women and marginalized producers and artisans. These partners are primarily located in rural and semi-urban areas across North-East India, West Bengal, Orissa, Bihar, and other states.

The core of Sasha's work lies in its close collaboration between its marketing team and producer partners. Together, they effectively translate current market trends into designs that appeal to a diverse range of clients. This collaborative approach has been instrumental in enabling producers to access both international and high-end domestic markets, providing them with crucial access and fair compensation for their skills.