Craft documentation 1

kavyasree A

हस्तकारी

हस्तकारी



The craft research and documentation is a study conducted on Phulkari by a group of seven students of Department of
Design Space, NIFT, Panchkula (Batch 2021-2023) :

Navodita Seth
Kavyasree Anoop
Muskaan Rai
Muskan Garg
Nitika Bibhu
Shalini
Shejal Singh

Faculty guides/ mentor:
Assistant Professor Ms. Bhawna Chauhan
Assistant Professor Mr. Vinod Bhatia

Copyright © National Institute of Fashion Technology, Panchkula

All right reserved, No part of this book may be produced, stored or replicated without prior permission of National Institute of
Fashion Technology, Panchkula, except by those who wishes to quote brief passage in connection with a review.



Preface

The students at the National Institute of Fashion Technology, Panchkula undertake craft documentation. This is a research
based project that aims to unlock the understanding of traditional craft and its standing in the contemporary context.
These crafts represent an occupational lineage that signifies deep rooting in the very heart of India. One such craft highly
renowned in India is Phulkari, mostly done in Haryana and Punjab. The fascinating aspect of this craft is that it is directly
embedded into their culture and forms a crucial part of their daily lives. This documentation aims to acknowledge the bond
between craft and artisans by studying the stories and narratives involved in making Phulkari. The project revolves around
the introduction of the craft in the places where it is practiced and prevalent. It further dives deep into their craft, daily life,
beliefs & rituals, stories, narratives, and problems faced by the artisans, which provide an overall outlook of the craft as it is
known today. The research went through the secondary mode, reading several articles and web pages. Next, we referred to
books authored by research experts, which provided critical insights into the craft and the most overlooked details. In the
primary research, field visit was conducted in Shahzadpur village in Ambala division.

Craft studies M.DES 2021-2023



Acknowledgement

In the accomplishment of this project, many people have supported us. Here we would like to grab the opportunity to give
a token of gratitude to people who guided us to the right path and provided us with valuable information. First and
foremost, we would like to thank Mrs. Rekha Sharma, head artisan of Samaj Sewa Samiti, and all the artisans for their time
and support. I would also like to thank our Director Sir Dr. Amandeep Singh Grover, for being our backbone and support
system. We want to thank our craft mentor, Assistant Professor Mr. Vinod Bhatia sir, assistant professor Ms. Bhawna
Chauhan ma'am, and the craft initiative coordinator Ms. Shruti Gupta ma'am for their help and support needed for the
successful completion of this project.

Craft studies M.DES 2021-2023



Content 01
04
Demography 07
Poem 17
Introduction to Phulkari 29
The Ambala Cluster 33
Market study 42
Analysis 44
Our team
Reference

Craft studies M.DES 2021-2023



Demography

Haryana

Haryana represents the face of modern India and
prosperous state which is located in the northern
part of the country. Area of Haryana is 44,212 sq.
km, the population is 25,351,462, number of
villages are 7356, district are 22 and literacy rate is
75.55%. Capital of Haryana is Chandigarh where
hindi and english is majorly spoken and haryanvi is
the main dialect. While being an agricultural state,
women also work with men in the fields; hence
crafts have not evolved into art forms and remain
rooted in their original usage. The local women do
woven works like embroidery and weaving. The art
and craft of Haryana are known in all over the
country for their splendid aesthetic value
(Government of Hariyan, 2022).

Craft studies Haryana
Source: Government of Haryana

Census 2011

1 M.DES 2021-2023

Ambala Crochet
Punja Durrie
Ambala is known as “Twin city” as it has two sub-areas: Ambala
Cantonment and Ambala city, which is in the North of
Haryana. Area of Ambala is 1569 squar km, the population is
1,128350, number of villages are 408 and literacy rate is
87.46%. According to history, Ambala was found in 14th
century and the name of city has come after the name of
Amba Devi and we can found the temple in Ambala. The
market area of Ambala is near to bus station which have large
clothing market and it has Phulkari inspired prints, wholesale
shops, western clothing shops, handloom shops as well as
traditional wear shops. Ambala is famous for three crafts:
Phulkari, Punja Durrie, Crochet (Haryana Tourism, 2022).

Ambala 2 Phulkari
Source: Haryana Tourism, art-and-craft Illustrated by: Shejal Singh

Craft studies M.DES 2021-2023

Shahzadpur

Shahzadpur
Clicked by: Author

Shahzadpur is positioned in rural area of Ambala district of Haryana with a population 8377. The male and female
populations are 4475 and 3902 respectively. The size of the area is about 13.41 square kilometer. It is located 30 km to the
east from district Ambala. The people are from different castes and communities. Agriculture is the main profession of the
residents of Shahzadpur.

Craft studies 3 M.DES 2021-2023

कपडे की कहानी

ताने बाने से मिलकर बना।



रंगों में घुलकर बना।।



कहता है कपड़ा इसका नाम।



जो करता ढेर सारे काम।।



रेशम के धागों के संग।



खूबसूरत लगता है इसका हर एक रंग ।।

- शालिनी

Craft studies 4 M.DES 2021-2023



Introduction to
Phulkari

Phulkari

Phulkari means flower work, ‘phul’ means flower, and ‘Kari’ means work. Phulkari is the very old, intricate, and
distinguishable craft of Haryana & Punjab. Geometric and flower motifs are the main features of Phulkari. The quality of
the product depends on the size of the stitches, the smaller the stitch finer the quality of the product.
This craft has always been practiced by village women as a pass-time engagement. Originally phulkari was created for
personal use or as a gift for near and dear ones. Punjabi poet Waris Shah has mentioned phulkari in his folklore Heer
Ranjha.
Embroidery: Traditionally Phulkari is embroidered from the back of the fabric (Gupta, A. & Mehta S, 2014) with a darning
stitch, and the motifs in the front are filled with satin stitch. Though in the present day the embroidery is done from the
front of the fabric and motifs are printed on the fabric using the block or tracing technique. Previously instead of printing
the motifs were directly embroidered with the thread counting technique which give birth to the geometrical motifs
(Gupta, A. & Mehta S, 2014) as counting thread become easy geometrical shapes.

Craft studies Phulkari, Phull & Parantha motif
Clicked by: Author

7 M.DES 2021-2023

Background

Phulkari revolves around a girl’s
entire life. On the birth of a girl child,
her grandmother starts making
Phulkari which will be given to the
child on her wedding day. The
Phulkari represents the socio-
economic status of the bride's family.
Phulkari is presented by the
maternal relatives called Nani diyan,
presented by paternal relatives
called dadi diyan and the one
presented by the mother called maa
diyan (Gupta, A. & Mehta S, 2014). A
woman is presented with Phulkari
when she gives birth to a boy and
she wore it when she goes out for
the first time after giving birth,
similarly, when a woman dies, her
body gets covered with Phulkari for
the last rites.(Gupta, A. & Mehta S,
2014)

Craft studies 8 Illustrated by: Navodita Seth

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History

During the colonial rules, the Phulkari become a PANJAB PANJAB
symbol of gratitude as British rulers were gifted
with Phulkari, this practice was locally described PAKISTAN INDIA
as dali (Gupta, A. & Mehta S ,2014) During this
era, the craft flourished and was showcased in
various international exhibitions. Phulkari
reached to a point where it become a
commercial product from a domestic craft.

The black period of Phulkari begin during the
partition of India when Punjab was divided and
the displacement affected the craft practice
gravely. It become a lost art and came to the
verge of extinction.(Gupta, A. & Mehta S ,2014)

Post-independence during the 1960s and 1970s
revival process of Phulkari began with the help of
government and NGOs and main focus was the
commercial aspect of the craft. In the year 2011
Phulkari of Punjab got Geographical Indication
(GI Tag), an initiative to revive the craft and
empowering the Phulkari artisans of Punjab.

Craft studies Illustrated by: Navodita Seth
Image Source: Origins.osu.edu

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Types of Phulkari

Bagh: Bagh are made for special occasions like
marriage and the distinguishable feathers of this
embroidery is that it is so closely embroidered that one
cannot see the base fabric.(Gupta, A. & Mehta S ,2014)

Bagh Karun Thakar Collection
19th century Phulkari Image Source: Indian Textiles
Acquired from: London

Chope: embroidery done on red khaddar,
which is identical on both sides. (Gupta, A. & Mehta S
,2014) This embroidery is done by the brides
grandmother.

Craft studies Chope (Image Source: Philadelphia Museum of Art
https://www.sarajo.com/product/sainchi-phulkari/)
10
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Sainchi Phulkari: It is a pictorial phulkari, embroidered by
women of Haryana. This phulkari is a mirror of their life and
beliefs, their hopes and desires. It represents the rural life in
its composition.
[kaur. R & Gupta. I, 2014,]

Sainchi (Image Source: Philadelphia Museum of Art
https://www.sarajo.com/product/sainchi-phulkari/)
Darshan Dwar (Doorway to the Divine) This Is used as a
wedding Phulkari shawl. Darshan Dwar has motifs like
peacocks, wedding jewelry, elephant, dancing figure but
majority of the embroidery is covered by large gateways.
[kaur. R & Gupta. I, 2014,]

Craft studies Darshan Dwar (Image Source: Indian Textiles
Karun Thakar Collection)
11
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Baawan Bagh “Baawan” means “fifty-two “ and it has fifty-
two different or more patterns on one cloth and it is one of
the most rarest Phulkari.

Baawan Bagh (Image Source:
https://dsource.in/sites/default/files/course/
Surajmukhi This phulkari means ‘Sunflower’ which is the visual-ethnography-designers/sample-
main motif of the embroidery. The mostly used colors are reports/file/Phulkari.pdf)
yellow, reddish-orange, pink and gold. [Kaur. R & Gupta. I,
2014,]

Craft studies Surajmukhi) (Image Source: https://rugrabbit.com/node/182893)

12 M.DES 2021-2023

Vari-da-bagh: This Phulkari symbolize fertility and
cheerfulness. It is embroidered on red-colored base and
with small patterns on it. This Phulkari is unique because it
iI offered to the bride by her in-laws where as all other
Phulkari’s are gifted by the brides family.

Vari-da-bagh (Image Source:https://dsource.in/sites/default/files/course/visual-
ethnography-designers/sample-reports/file/Phulkari.pdf)
Panchranga Bagh: Panchranga means five Colors, and the
color represents Punjab which means- The land of five
refers. It is decorated with five different colors.

Craft studies Panchranga Bagh (Image Source:
https://wovensouls.com/products/668-
13 antique-indian-textiles-bagh-phulkari-
wedding-shawl-silk-embroidery-punjab)

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Motifs

Phulkari is done by women and its motifs are inspired by their daily life, lifestyle, observation, and their desire.
There are flowers, leaves, people, chariots, dancing figures, etc. Which represents the day-to-day life of the artisans.

Phool Patti Parantha buti

Teen patti

Dhanushkar Imartein Kusti Nirtayrata Aakriti Rath

Craft studies 14 Image Source: Indian Textiles ,Karun Thakar Collection

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The Ambala
Cluster

Cluster

Samaj Sewa Samiti

The project of studying the craft was conducted
with Samaj Sewa Samiti, Sahazadpur Ambala
district. An all-women organization working
towards upliftment and empowerment of the local
women of Shahzadpur. The organization is run by
Mrs. Rekha Sharma. The number of artisans is 32.
Their working time is from 7.30 am to 11.30 am and
3.30 pm to 5.30 pm. The artisans are paid ₹ 1000/-
for every dupatta (2.5 meters) which is further
divided into the number of artisans who worked on
the dupatta. The cluster uses a biometric system to
maintain the attendance sheet as per government
rules.

Samaj Sewa Samiti has collaborated with the Office
of Development Commissioner (Handicrafts), HSC,
Rewari, and Haryana and currently running a
handicraft training program under the Samarth
scheme an initiative by the Ministry of Textiles

Artisan's of Samaj Sewa Samiti
Clicked by: Author

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Samarth

Samarth is a skill development program
under the integrated skill development
scheme. The textile industry of India is
facing a shortage of skilled workers, to
address this issue government has
launched a scheme for capacity building in
the textile sector (SCBTS) which has been
named Samarth.

The objective of the program is to skill the
youth for gainful & sustainable
employment in the textile sector.

Duration of Samarth program in Ambala:
30.03.2022 to 30.05.2022 (2 months)

Artisan's of Samaj Sewa Samiti
Clicked by: Author

Craft studies 18 M.DES 2021-2023

Artisan's of Samaj Sewa Samiti, in Arya samaj mandir
Clicked by: Author

The cluster is operated in Arya Samaj Mandir and working space is comfortable and hygienic for artisans.

The working hall consist of 4 CFL lights, and has only one window that allow daylight in the room. Which creates difficulty in
the working. The room gets enough air as there are two fans, one window and with doors.

The social condition : The woman comes from a very conservative family and they have restrictions when it comes to
freedom of going outside to the market without a male member.

They bring the kids to the cluster and work while their child sleeps or plays around them.

Craft studies 19 M.DES 2021-2023

Material

Illustrated by: Navodita Seth

Fabric: Traditionally Phulkari was practised on handwoven and hand-spun cotton, khaddar, and silk fabric but in present
machine-made cotton, khaddar and synthetic silk fabric are being used. At present cotton fabric is used for hand-
embroidered Phulkari in Ambala.

Thread: There are two types of threads used one is pat ( synthetic silk) and the other is cotton thread.
Needle: artisans are using it as per the size available with them.

Ring frames: Different size of frames are used to tighten the fabric during stitching.

Tracing and pinning material: Butter paper for tracing the design. Charcoal/blue and kerosene

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Color

Leaf motif, Phulkari, in process
Clicked by: Author

The most common colors used for the base is red, other then red, green, yellow, blue, purple. The thread color used in
Phulkari are red, sky blue, indigo, yellow, orange, maroon, green, purple, magenta. The embroidery is done so closely on
fabric so the base color fabric is not visible.

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Process

Developing design: Designs are first drawn on graph paper then it is transferred on tracing paper.
Tracing of motifs: The motifs are traced on butter paper.
Pinning the motifs: After tracing the motifs, it is pinned using needle shown in Image 4.

1. Drawing design on graph paper 2. Tracing on butter paper

3. Different motifs on butter paper 4. Pinning Clicked by: Author
Craft studies
22 M.DES 2021-2023

Printing of motif on the fabric: After 6. Pouring the color blue in container
pinning, a charcoal/ blue solution is
prepared. The fabric is then fixed on a
surface tightly. The tracing paper is
placed on the fabric and fixed on it,
afterwards the charcoal/ blue solution
is spread on it, with a cotton fabric.

5. Preparing color solution

7. Pouring oil to ink 8. Mixing the material 9. Fabric placement

10. Spreading the solution on butter 11. Spread on butter paper 12. Traced motif
paper

Clicked by: Author

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13. Framing the embroidery Clicked by: Author
Framing:
The fabric is placed in a wooden ring frame.

Embroidery:
The motifs are embroidered with darning stitch in the back and the front side is filled with satin stitch.

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Artisans

Name. : Mrs. Rekha Sharma Name. : Mrs. Paramjeeth Kaur

Age : 50 Age : 28

Occupation : Artisan Occupation : Artisan

Belongs to : Shahzadpur, Ambala Belongs to : Shahzadpur, Ambala

Mrs. Rekha Sharma is a skilled artisan who has Mrs. Paramjeeth Kaur trace Phulkari motifs on
been working for the upliftment of ladies since fabrics. She learned the technique of motif tracing
2007. She teaches Phulkari stitching to Shahzadpur from her mother, when she was very young. She
ladies. and her mom runs a small business and sell
After her education, once she saw some village Phulkari and embroidered dupattas in the villages.
women practicing Phulkari, which drew her As well as they trace motifs for Samaj Sewa Samity.
attention, and she started visiting those women to Now Paramjeet and her family are using existing
learn the craft. After that, she traveled to various Phulkari motifs which was created 15 to 20 years
villages, met with the artisans, learned the ago and Samaj Sewa Samity is using those old
techniques as well as gathered women and taught designs for their dupattas.
them how to embroider designs, and made them
self-reliant.

Craft studies 25 M.DES 2021-2023

Name : Mrs. Ritu Name : Miss Veena Gupta

Age : 34 Age : 50

Occupation : Artisan Occupation : Artisan

Belongs to : Shahzadpur, Ambala Belongs to : Shahzadpur, Ambala

Mrs. Ritu is a skilled artisan who has 15 years of Miss. Veena Gupta is another skilled artisan as well as a
experience in this craft. social worker, she has experience of 8 years in phulkari.

She was practising Phulkari from her childhood, by She was born in a military family and brought up in
observing her family members doing the craft and Mumbai. During her 20’s she become Brahma Kumari &
from schools. She is very skilled . lived as Brahma kumari for 20 years. After her brother's
she stopped practising Phulkari for a while because it is death, she shifted to Shahzadpur, Ambala. She learned
very strenuous and time consuming craft but she again Phulkari in Ambala and later she started working with Mrs.
started after joining Smarth program. Rekha Sharma for women development. Apart from this
she is working towards educational development of local
children, also teach yoga.

Craft studies 26 M.DES 2021-2023

Artisan's Profile

10 YEARS & ABOVE EXPERIENCE 5 -10 YEARS EXPERIENCE

Name: Vishali Diman Name: Seema Name: Kiran Name: Nisha
Age: 27 Age: 29 Age: 36 Age: 36
Occupation: Artisan Occupation: Artisan Occupation: Artisan Occupation: Artisan
Belongs to: Shahzadpur, Belongs to: Shahzadpur, Belongs to: Shahzadpur, Belongs to: Shahzadpur,
Ambala Ambala Ambala Ambala

Name: Gurdeep Kaur Name: Sarita Name: Suman Sharma
Age: 31 Age: 37 Age: 45
Occupation: Artisan Occupation: Artisan Occupation: Artisan
Belongs to: Shahzadpur, Belongs to: Shahzadpur, Belongs to: Shahzadpur,
Ambala Ambala Ambala

Name: Sushma Devi Name: Savita 1 - 5 YEAR EXPERIENCE
Age: 37 Age: 37
Occupation: Artisan Occupation: Artisan Name: Manider Kaur Name: Asha
Belongs to: Shahzadpur, Belongs to: Shahzadpur, Age: 36 Age: 30
Ambala Ambala Occupation: Artisan Occupation: Artisan
Belongs to: Shahzadpur, Ambala Belongs to Shahzadpur, Ambala
Name: Uma Devi Name: Meena Sharma
Age: 51 Age: 50 Name: Kamaljeet Kaur Name: Sunita
Occupation: Artisan Occupation: Artisan Age: 31 Age: 21
Belongs to: Shahzadpur, Belongs to: Shahzadpur, Occupation: Artisan Occupation: Artisan
Ambala Ambala Belongs to: Shahzadpur, Ambala Belongs to: Shahzadpur, Ambala

BELOW 1YEAR EXPERIENCE

Name: Vaishali Name: Neelam Devi Name: Sakshi Name Neeru Devi
Age: 43 Age: 27 Age: 24 Age: 32
Occupation: Artisan Occupation: Artisan Occupation: Artisan Occupation: Artisan
Belongs to: Shahzadpur, Ambala Belongs to: Shahzadpur, Ambala Belongs to: Shahzadpur, Ambala Belongs to: Shahzadpur,
Ambala
Name: Jyoti Name: Reena Name: Tannu
Age: 33 Age: 40 Age: 20 Name Anjali
Occupation: Artisan Occupation: Artisan Occupation: Artisan Age: 26
Belongs to: Shahzadpur, Ambala Belongs to: Shahzadpur, Ambala Belongs to: UP Badgaon Occupation: Artisan
Belongs to: Shahzadpur,
Name: Laxmi Name: Neha Name: Dipti Ambala
Age: 27 Age: 18 Age: 35
Occupation: Artisan Occupation: Artisan Occupation: Artisan
Belongs to: Shahzadpur, Ambala Belongs to: Shahzadpur, Ambala Belongs to: Shahzadpur, Ambala

Craft studies 27 M.DES 2021-2023

Market study

Study of Shahzadpur & Ambala city market

Om dupatta in Ambala city Market
Clicked by: Author

Market study was conducted in the Ambala City and Shahzadpur market, to understand the variety of the variety, quality
and price range.

Shezadpur market: Ambala city market:
Product Range: Product Range:
Machine-made dupatta. Machine-made dupatta.
Machine-made dress material. Machine-madedress material.
Price Range: ₹650/- ₹800/- Price Range: ₹650/- ₹1200/-
Product quality: Product quality:
Fabric: Chiffon, georgette. Fabric: Chiffon, georgette, synthetic silk, Synthetic Cotton.
Embellishment: Stone beads, lace. Embellishment: Stone beads, lace.

Shahzadpur Phulkari dupatta market is smaller than Ambala city market, in terms of product and price range. In Ambala city
market we visited four shops Om dupatta, Shagun Dupatta, Shakti Traders, Purba Collection. All the shops had similar product
range, quality and price. The embroidery motifs and color were are also similar in all the four shops and there were no
handmade Phulkari available.

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Difference between handmade & machine-made Phulkari

Phulkari are compared, and machine made Phulkari are identical on both side where as handmade Phulkari are filled with
satin in the front and darning stitch in the back. Machine made are way cheaper as it requires less man power and time 1-
2 day. Handmade Phulkari are done on cotton fabric in Ambala, where as machine made Phulkari are available in
synthetic, chiffon & georgette. Machine made products cost ₹650/- to ₹1500/- and hand made Phulkari cost ₹1200/- to
₹3000 as per the cluster

Front side hand-made Phulkari Back side hand-made Phulkari

Front side machine-made Phulkari Back side machine-made Phulkari Clicked by: Author

Craft studies 30 M.DES 2021-2023

Print Inspired from Phulkari

Due to mass culture and commercialization of Phulkari, motifs are
not just made in a machines, it is also being copied in printed
fabric. These are the example of parantha motif in different
technique of Phulkari.

The machine-made Phulkari and Phulkari printed fabrics are the Parantha motif handmade Phulkari, from Samaj Sewa samiti
example of mass culture and a result of the commercialization of
traditional phulkari.

Parantha motif print

Ambala city market Parantha motif machine embroidery Clicked by: Author
Parantha motif machine embroidery
Craft studies M.DES 2021-2023
31

Analysis

The information gathered from the artisans was analyzed to
gain a better understanding of the craft, its artisans, both of
their scope and their problems, using

Empathy map
Causal loop
Rating scale and radar graph
This process helped us in identifying the gaps present in the
system and proposing solutions, that can be implemented.

GOAL

They hear that they need to improve their work and also work on Their Goal - They need to learn to specialize in their skills for an
the speed of their progress. Not to intervene with the operations artisan card and get more involved in the process of learning and
of the Samiti. That they aren't supposed to wear western clothing, selling the craft so as to create direct link with the industry. They
especially if they step out of the house. Manage and do all the need to decide whether or not they want to pursue the craft as a
household chores. They hear that what they're earning is the profession or not.
most they can earn from hand embroidery.

WHAT DO THEY HEAR ? WHAT DO THEY DO ?

Our Goal - To empathize with the artisans of Shahzadpur, learning They practice and try to complete the work, by the given deadline.
and practicing Phulkari embroidery. They are working for the They show their progress and get their attendance marked every
Samaj Sewa Samiti, govt. an organization that receives orders of day. They take care of the children while working and manage their
phulkari directly from the govt. They are either learning or family too. They help each other in learning and developing their
polishing their craft skills and earning money through it. skills.

Artisan
Empathy
Mapping

WHAT DO THEY SAY ? WHAT DO THEY SEE ?

They say they weren't allowed to wear jeans and they couldn't They see themselves being underpaid for the amount of hard work
even go out without a male or go out to work, but slowly and they are putting in hand embroidery. They see the same traditional
gradually It has changed a lot and they hope it will keep getting Phulkari motifs. They see themselves being restricted by society.
better for them. They talked about how the work affects their
eyesight, giving them back and shoulder aches and wrist pains.
That they want to be paid according to their work, a just and fair
amount and also that it's difficult to manage family and work life.

Craft studies 33 M.DES 2021-2023

32

Causal loop

The causal loop is a feedback mechanism that helps us to understand a system and the impact of
one variable on the other.

Government initative

Samaj Sewa Samiti

- Negative impact on Economic Growth
health
Employment of Artisans

Economic Growth Work Pressure
Social Growth
Revival of the craft

Interest in new
people

- Increase in Orders

Design Intervention

Independence Development of new
market place

Craft studies 34 M.DES 2021-2023

Identification of gaps

Government initative More efforts made
for industries which
are no longer labor
intensive.

For many people Samaj Sewa Ergonomic
Phulkari does Samiti Problem - Back
not provide pain, shoulder
enough income - Negative impact Economic pain & wrist
to sustain on health Growth pain and poor
themselves or Employment of Artisans eyesight is a
guarantee common
security. symptom in
this field.
Economic
Growth Interest in new Revival of the Work Pressure
people craft New Orders
Social Growth
Artisans not -
given the
freedom to Design Intervention
create or
choose Independence Development of
designs. new market place

Craft studies 35 M.DES 2021-2023

Rating Scale

Parameters of a rating scale are used for graphical representation of the radar graph. The parameters are selected in a way
so as to analyze the system from a heuristic point of view.

Strongly 5
Agree
4
Agree
3
Neither
agree nor 2
disagree
Disagree 1

Strongly Specialized
disagree Knowledge-
Artisans are
experienced Localisation- Ethics and Continuation of Economic
and Production is authenticity- tradition- Viability -
specialize in based on local Artisans have The young Artisans can
the craft materials and the freedom to generation is make a living
techniques manipulate learning and by their craft as
the materials, practicing the market price
tools and skills and matches the
process. knowledge of value and cost
the craft.

Craft studies 36 M.DES 2021-2023

Radar Graph

Radar graph is a graphical representation of the analysis, on the basis of the parameters selected in the rating scale.
Specialized Knowledge

Economic Viability Localization

Continuation of tradition Ethics and authenticity

Craft studies 37 M.DES 2021-2023

Proposed Solutions

Creating a direct link for artisans to participate and sell their art, in various craft exhibitions, by making use of social
media can lead to increased exposure and knowledge of how the industry works and their competition and more
profit margin. Artisan's children using social media can help them in marketing and promotions of their craft.
Changing and trying out more designs, or creating new ones and collaborating with a designer or design student can
help them to expand their market.
Craft awareness workshops should be organized in the artisan's working environment and create awareness
regarding the legal rights of the artisans.
Every year these artisans should be provided with an opportunity to get hired by a well-established brand or
organization specialized in Phulkari, so the artisan can get the opportunity to see the urban culture trends and also
it would allow all artisans to develop themselves with the changing market & need.

Craft studies 38 M.DES 2021-2023