Pattamadai mat weavers adopt digital marketing

Pattamadai mat weavers adopt digital marketing

Subject : National Organisations

Context : When the ‘kora’ mat weavers of Pattamadai village in Tirunelveli district wanted avenues to sell their products during the last lockdown, the Crafts Council of India decided to give them a month-and-half-long training on how to do business using internet and smart phones.

Concept :

• The Crafts Council of India (CCI) was founded in 1964 by Kamaladevi Chattopadhyay as one of her pioneering efforts toward protecting and enhancing India’s heritage in the nation’s transition to modernity
• She brought together a band of volunteers in CCI to help build a lasting awareness of the knowledge and skills of India’s artisans, and to help address their needs within a rapidly changing environment.
• It is with the purpose of protecting this identity, that the CCI was established. The CCI is a registered not for profit Society head-quartered in Chennai, Tamilnadu.
• Regional and local efforts were encouraged, particularly through the founding of Crafts Councils in different States.
• Today CCI works together with a network of 9 State councils.
• CCI is engaged in partnerships with the Government of India and other activists to ensure a national awareness of the economic, social, cultural and environmental importance of artisans and their crafts.

Pathamadai mat

• Traditional art of weaving pathamadai mat belongs to the Tirunelveli district of Tamil Nadu.
• Pathamadai mat is made up of Korai grass.
• Pathamadai mats have been granted Geographical Indication (GI) status by the trademarks and GI authorities.
• These are made specially for wedding ceremonies and have bride’s and groom’s names as well as the wedding date woven in it.