Poompuhar, Tamil Nadu's Handicrafts Development Corporation, is teaming up with Reliance Retail Ltd . to boost local artisans' livelihoods. Reliance's vast retail network will now feature traditional crafts,a big move for artisanal entrepreneurship.
T.N. Venkatesh,Principal Secretary for Handlooms,Textiles, Khadi, and Handicrafts, says the goal is to empower artisans by marketing their crafts better . "We're focused on artisanal empowerment. Helping artisans share their craft stories, connect with customers,and use social media," he said.
With many artisans over 50, the department plans to train 100 young artisans aged 25 to 30. Venkatesh stressed the need for youth in these crafts,aiming to turn them into independent entrepreneurs by training's end.
Amirtha Jothi,Poompuhar's Managing Director, confirmed the Reliance Retail collaboration,which will buy handicrafts for its stores . They're also eyeing international markets like the U.K. and Australia Franchisees will have access to Poompuhar's website for online sales.
There's growing global interest in Thanjavur paintings and brass lamps,especially in U.S., Canada, Sri Lanka,Sweden, and Germany. Over five years, sales hit ₹3.69 crore, with GI-tagged products bringing in ₹12 crore, showing their rising market value .
TNHDC is looking at AI for design and marketing, while keeping products handcrafted. The state has over 70,000 artisans. Efforts are underway to issue Pehchan Cards for access to government schemes and financial help. These cards also aid in marketing and exhibitions.
Venkatesh mentioned plans to expose artisans to successful craft clusters like Kutch in Gujarat and Kondapalli in Andhra Pradesh, to inspire and skill local artisans.
Poompuhar is entering the gifting market with curated options for Deepavali. Three to four gift hampers, including GI-tagged products, will boost traditional crafts' visibility .
Tamil Nadu has GI tags for 23 handicrafts, like Nachiarkoil brass lamps, Toda embroidery,Swamimalai bronze icons,and Vilachery clay dolls. These tags should increase marketability.
Under Micro Cluster Development Programme, a ₹9.7 crore project for Thammampatti Wood Craft Cluster in Salem is underway. A common facility center with modern machinery is nearly 80% complete, and a display-cum-demonstration center is set up in Malliakarai, Salem, to showcase and sell artisans' products.
About 70 families are in the wood carving industry,with two members per family in the craft. This project should benefit around 200 artisans,supporting local economy and preserving craftsmanship.
