Patiala, the heritage city of Punjab famous for its historical monuments, is also one of the famous business centres that provide employment to thousands engaged in hand embroidery and other handicrafts. | |
| In the near-by villages of Patiala, one woman from each family earns about Rs 1200 per month working part time on multi-coloured embroidery called 'phulkari' in local language.In the joint families, the work is done more professionally. |
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| The Adalat Bazar of Patiala has more than 200 shops of retail and wholesale which deal in a range of embroidery products(dress material, bed covers, cushion covers pillow covers, wall hangings etc). An average shopkeeeper does a business of about Rs 30 lakh-Rs 40 lakh per annum. |
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| The booming retail market in India had a favourable impact on the demand for handicrafts in Patiala,said Gurminder Singh, a wholesale merchant in Patiala. He said demand surged in the past two years. |
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| The trend of ethnic dresswears in the marriages has given a new dimension to the hand embroidery. Inderdeep Singh of the same market told that the demand from NRI (non resident Indian) customers and boutiques across India had given a big push to their sales. |
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| Colourful embroidered juttis (footwears), another hallmark of rich Punjabi culture is all pervasive in the 150 odd shops of Topkhana and Fort Bazars of Patiala. Despite the unorganised structure of the market, traders with their individual efforts have been able to access the overseas markets in the past few years. |
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| Sandeep Narula of Data Shoes, one of the oldest wholeseller in the region says there are quick variations in demand in the export markets but the business prospects are lucrative due to the demand from Indian diaspora based in western countries. |
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| Artises from Patiala, Muktsar and Abohar (about 200 KM from Patiala) tie up with the traders in Patiala and design juttis as per the specifications. Patiala is a major collection and distribution centre for Punjabi juttis in India. |
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| About 50,000 households across Punjab earn their bread and butter from this business. As there is no mediator between the craftsmen and traders the possiblity of exploitation is bleak. According to Sandeep Narula, depending upon the intricacy of design, an artist can earn a minimum of Rs 200 per month. |
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| The market for other handicraft like parandis has declined over the years due to urbanisation. |
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| The crafts market in Patiala is thriving on the demand by the conventional buyers. Traders in the region are unaware of the fact that a fusion of traditional designs on the modern outfits can fetch them rich dividends, in other words,the complacency of the enterprenuers has refrained them from innovations. |
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