Delhi High Court will soon hear a landmark case filed by five Bidri artisans from Bidar against eyewear retailer Lenskart for allegedly infringing the Geographical Indication (GI) tag “Bidriware”. Creative Dignity’s Craft IP Cell is supporting the suit, spotlighting it as a critical stand against corporate exploitation of traditional crafts.
Petitioners and court filing
The plaintiffs, five registered Bidri artisans from Bidar, Karnataka have moved the Delhi High Court claiming Lenskart’s “Bidri by Lenskart” eyewear line violates their exclusive GI rights. Filed recently, the petition argues that using “Bidri” as a brand descriptor for mass-produced frames misleads consumers and dilutes the craft’s heritage value without artisan involvement.
Creative Dignity’s involvement
Creative Dignity, a craft advocacy group focused on IP protection and artisan empowerment, has rallied behind the artisans through its Craft IP Cell. The organisation’s Instagram posts frame the case as part of their mission to challenge “troublemakers” who appropriate GI-tagged crafts, urging public support for fair craft commerce.
Lenskart launched “Bidri by Lenskart” as a festive collection of black frames with metallic inlays, marketed as “inspired by Bidriware” and tied to Indian ethnic aesthetics. Promotions feature celebrity models and reels emphasising the craft’s royal legacy, but lack details on sourcing from Bidar artisans or GI compliance.
Bidriware, a 400-year-old inlay technique on metal, secured GI status in 2006. Restricting “Bidri” use to products made by authorised Bidar producers using traditional methods. Artisans allege Lenskart’s branding constitutes passing off, false advertising, and dilution under the GI Act 1999. They ar seeking injunctions, damages, and corrective labelling.
Craft heritage at stake
Bidri artisans face declining markets amid industrial copies. This suit aims to enforce GI as a shield for livelihoods and cultural integrity.
Creative Dignity positions it as a precedent for crafts like Kalamkari or Channapatna, where brands often borrow motifs without reciprocity. Craft advocates praise the move, while Lenskart has not commented publicly as of March 7, 2026. A favourable ruling could mandate artisan partnerships and reshape how fashion leverages GI crafts, boosting direct-to-consumer artisan sales.
Athmaja Biju is the Editor at Abir Pothi. She is a Translator and Writer working on Visual Culture.
