The Poonpuhar handicraft gross sales showroom in Madurai has a variety of residence decor objects, idols, metallic objects and wooden carvings on show. File | Photograph credit score: G. Moorthy
In a transfer aimed toward enhancing the livelihood of artisans, the Tamil Nadu Handicrafts Growth Company (TNHDC) Restricted, popularly referred to as Poonpuhar, apart from showcasing handicrafts via its in depth community of outlets in collaboration with Reliance Retail, can be specializing in artisan empowerment and entrepreneurship.
“We deal with artisan empowerment and entrepreneurship. We need to assist expert artisans inform the tales behind their crafts, construct stronger buyer connections, and leverage social media successfully. Our goal is to allow them not solely to provide handicrafts but in addition to market and promote them as entrepreneurs,” stated TN Venkatesh, Principal Secretary, Handlooms, Textiles, Khadi and Handicrafts Division, Tamil Nadu.
Brass lamps on show on the Poonpuhar showroom in Erode. File | Photograph credit score: M. Govalsan
Noting that most of the artisans are over 50-60 years previous, Venkatesh stated the division has set a goal of coaching 100 younger artisans between 25 and 30 years previous. “Our goal is to encourage them to take up these crafts as a occupation and put together them to change into unbiased entrepreneurs by the tip of the coaching program,” he added.
“We’re collaborating with Reliance Retail, who will supply our handicrafts and show them throughout their retail shops.”stated Amirta Jyoti, Managing Director, Tamil Nadu Handicraft Growth Company Restricted. “Preparations are additionally in place to promote our merchandise within the UK and Australia via a franchise mannequin. We additionally plan to supply our franchise companions with entry to our web site to facilitate gross sales,” she added.
There’s a rising world demand for Thanjavur work and complicated brass lamps in nations akin to america, Australia, Canada, Sri Lanka, Sweden, and Germany. The handicrafts sector has recorded gross sales value Rs 3,690 crore within the final 5 years.
GI-tagged handicrafts have generated gross sales of Rs 12 million, reflecting elevated market consciousness and elevated product worth after GI certification.
TNHDC is exploring synthetic intelligence as a device to allow design, product improvement, print ideas, advertising and buyer engagement, whereas guaranteeing the ultimate product is hand made by expert craftsmen.
There are at present over 70,000 artisans in Tamil Nadu and efforts are underway to concern Pechan playing cards to them in order that they’ll entry the Union authorities’s schemes and monetary support. The cardboard additionally permits you to entry advertising assist and take part in nationwide and worldwide exhibitions. “We may also introduce them to profitable craft clusters throughout the nation, such because the Kutch handicraft cluster in Gujarat and the Kondapalli toy manufacturing cluster in Andhra Pradesh,” Venkatesh stated.
Gol doll on show on the Poonpuhar showroom in Coimbatore. File | Photograph credit score: M. Periasamy
Getting into the present area
Poonpuhar is making a robust push to enter the gifting sector and the initiative might be launched forward of Deepavali this yr. The corporate plans to supply three to 4 fastidiously chosen present choices at numerous value factors.
“We’re planning to incorporate merchandise with Geographical Indication tags (GI) in these baskets. This can assist improve visibility and consciousness of our nation’s conventional crafts,” Venkatesh stated.
Tamil Nadu has secured GI tags for 23 handicrafts, together with Nakialcoil brass lamps, Toda embroidery, Swamimalai statues and Virachery clay dolls.
A picket doll on show at Poonpuhar Outlet in Coimbatore. File | Photograph credit score: M. Periasamy
Below the Micro Cluster Growth Program (MCDP), a undertaking for Tammanpatti Woodcraft Cluster in Salem has been sanctioned at a price of Rs 970 crore. The undertaking consists of the institution of a shared facility middle outfitted with the newest equipment for the advantage of wooden carvers. Building work is ongoing and nearly 80% accomplished by SPV.
“We’re establishing an exhibition-cum-demonstration middle at Mariakarai (Salem). This can assist artisans to showcase and promote their merchandise. This might be opened quickly,” Jyoti stated. Roughly 70 households are engaged within the wooden carving business, with two members from every household concerned within the wooden carving craft. The initiative is anticipated to learn round 200 artisans related to this sector, she added.
