Poompuhar to launch gifting, export initiatives; collaborate with Reliance for sale of crafts by T.N. artisans

Various home decors, idols, metal objects and wooden carvings are displayed at the Poompuhar handicraft sales exhibition hall in Madurai. File | Photo Credit: G. Moorthy

In a move aimed at strengthening the livelihoods of artisans, Tamil Nadu Handicraft Development Corporation (TNHDC) Limited, popularly known as Poompuhar, has partnered with Reliance Retail Ltd to showcase its handicraft products through the retailer’s vast network, along with focusing on artisan empowerment and entrepreneurship. is collaborating with.

“Our focus is on artisan empowerment and entrepreneurship. We want to help talented artisans tell the stories behind their craft, build stronger customer connections and use social media effectively. Our aim is to enable them not only produce handicrafts but also market and sell them as entrepreneurs,” said TN Venkatesh, Principal Secretary, Handloom, Textile, Khadi and Handicrafts Department, Tamil Nadu.

Brass lamps on display at the Poompuhar exhibition hall in Erode. File | Photo Credit: M. Govarthan

Pointing out that many artisans are over 50-60 years of age, Venkatesh said that the department aims to train 100 young artisans in the 25-30 age group. “Our aim is to encourage them to adopt these crafts as a profession and to turn them into independent entrepreneurs at the end of the training program,” he said.

“We are collaborating with Reliance Retail, who will source our handicraft products and display them in their retail stores.”said Tamil Nadu Handicrafts Development Corporation Ltd. Managing Director Amirtha Jothi. “Arrangements are also being made to sell our products through a franchise model in the UK and Australia. We will also provide access to our website to our franchise partners to facilitate sales,” he added.

There is a growing global demand for Thanjavur paintings and intricate brass lamps in countries such as the USA, Australia, Canada, Sri Lanka, Sweden and Germany. The handicrafts department has witnessed sales worth ₹3.69 crore in the last five years.

GI tagged handicraft products generate ₹12 crore in sales, reflecting increased market recognition and commercial value post GI certification.

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There are currently over 70,000 artisans in Tamil Nadu and efforts are on to issue Pehchan Cards to help them access Union government schemes and financial assistance. The cards will also enable them to benefit from marketing support and participate in national and international exhibitions. “We also plan to introduce them to successful craft clusters across the country, including the Kutch handicraft cluster in Gujarat and the Kondapalli toy-making cluster in Andhra Pradesh.” Mr. Venkatesh shared.

Golu dolls are on display at the Poompuhar showroom in Coimbatore. File | Photo Credit: M. Periasamy

Introduction to the gift segment

Poompuhar is making a strong entry into the gifting segment with the initiative to be launched before Deepavali this year. The company plans to offer three to four curated gift options at different price points.

“We plan to include GI Geographical Indication (GI) products in these hampers, which will help increase the visibility and recognition of our traditional handicrafts,” Mr. Venkatesh said.

Tamil Nadu has secured GI tags for 23 handicraft items, including Nachiarkoil brass lamps, Toda embroidery, Swamimalai bronze icon and Vilachery clay dolls.

Wooden dolls on display at the Poompuhar store in Coimbatore. File | Photo Credit: M. Periasamy

Under the Micro Cluster Development Program (MCDP), a project has been approved for Thammampatti Wooden Handicraft Cluster in Salem at a cost of ₹ 9.7 crore. The project includes the establishment of a common facility center equipped with modern machines to benefit wood carving artisans. Construction work is ongoing and approximately 80% has been completed by SPV.

“We are setting up a display and demonstration center at Malliakarai (Salem). This will help artisans to display and sell their products. This will be inaugurated shortly,” said Ms. Jothi. Approximately 70 families are active in the wood carving industry, and two people from each family are interested in this craft. He added that this initiative is expected to benefit around 200 tradesmen associated with the sector.