Varanasi: A Banaras Hindu University (BHU) research project is examining the socio-economic challenges confronting artisans of Toda embroidery, a unique indigenous craft of Tamil Nadu‘s Nilgiri Hills, while exploring strategies for market expansion and policy support to ensure the long-term sustainability of the traditional art form and strengthen artisan livelihoods.The project, titled “Sustaining Toda Embroidery: Cultural Heritage, Market Expansion and Policy Interventions,” is being carried out under the ICSSR Special Call for Project Viksit Bharat @ 2047. The two-year project has been sanctioned with a total grant of ₹16 lakh and was also presented at the ICSSR, New Delhi.Toda embroidery, locally known as Pukhoor, is a traditional craft practised by the Toda community in the Nilgiri Hills of Tamil Nadu. Known for its distinctive geometric designs and traditional stitching techniques, the craft is closely associated with the community’s cultural identity and also serves as an important source of livelihood.Despite receiving Geographical Indication (GI) recognition, Toda embroidery artisans continue to face challenges such as low incomes, limited market access, rising raw material costs, imitation products, and declining participation among younger generations. The research seeks to examine the present status of Toda embroidery, its contribution to the livelihoods and socio-economic conditions of the Toda community, the major risks faced by artisans, and their coping strategies.As part of the field study, interviews were conducted with Toda embroidery artisans in the Nilgiri district to understand their experiences, livelihood conditions, challenges, and perspectives regarding the sustainability of the traditional craft. The project also examines existing marketing channels and explores strategies for market expansion and policy interventions.The study follows a mixed-method approach and uses descriptive analysis. A purposive sampling method has been adopted for the field survey, with 239 Toda artisans identified for the study. Primary data is being collected through a structured household survey and interviews with artisans, while secondary data is being gathered from institutional sources.The research covers the Nilgiri district, including the revenue divisions of Udhagamandalam, Kotagiri, and Coonoor. The expected outcomes include a better understanding of Toda embroidery as a cultural and economic activity, identification of barriers affecting artisan livelihoods, recommendations for sustainable market expansion, and policy suggestions for protecting indigenous craft heritage.The project seeks to contribute to the preservation of Toda embroidery, the strengthening of artisan livelihoods, and the sustainability of the craft as a living cultural tradition.The study is coordinated by Ratna Shanker Mishra, Associate Professor, Office Management & Company Secretaryship, Faculty of Arts, Banaras Hindu University, and Project Investigator of the project, with Binayak Kumar Dubey, Associate Professor, Physical Education, Banaras Hindu University, serving as the Co-Project Coordinator.Provide your feedback on BizChat
