Poompuhar to launch gift and export initiatives; we are partnering with Reliance to sell the handicrafts of TN artisans

Various home decors, idols, metal objects and wood carvings are on display at the Poompuhar Handicrafts Sales Showroom in Madurai. File | Photo credit: G. Moorthy

In a move aimed at enhancing the livelihood of artisans, Tamil Nadu Handicrafts Development Corporation (TNHDC) Limited, popularly known as Poompuhar, besides partnering with Reliance Retail Ltd. focuses on empowering artisans and businesses to showcase artisan products through a vast network of retailers.

“Our focus is on craft empowerment and entrepreneurship. We want to help skilled artisans tell the stories behind their crafts, build stronger relationships with customers and use social media effectively. Our aim is to enable them not only to produce handicrafts but also to market and sell them as entrepreneurs,” said TN Venkatesh, Principal Secretary, Handlooms, Textiles and Handicrafts Department, Nad Tami Khadi.

Brass lamps on display at the Poompuhar showroom in Erode. File | Photo credit: M. Govarthan

Pointing out that many artisans are above 50 or 60 years of age, Mr. Venkatesh said the department has set a target of training 100 young artisans in the age group of 25 to 30 years. “Our aim is to encourage them to pursue these trades as a profession and equip them to become independent entrepreneurs at the end of the training programme,” he added.

“We are partnering with Reliance Retail, who will buy our handicrafts and showcase them in their retail stores,” said Amirtha Jothi, CEO, Tamil Nadu Handicrafts Development Corporation Ltd. “Arrangements are also being made to sell our products in the UK and Australia through a franchise model. We will also provide franchise partners with access to our website to facilitate sales,” she added.

In countries like USA, Australia, Canada, Sri Lanka, Sweden and Germany, there is a growing demand for Thanjavur paintings and intricate brass lamps worldwide. The handicrafts department recorded sales worth ₹ 3.69 crore in the last five years.

GI-marked handicrafts generate sales of ₹ 12 crore, reflecting better market recognition and commercial value after GI certification.

TNHDC explores artificial intelligence as a tool to enable design, product development, print concepts, marketing and customer engagement, while ensuring that the final products remain handcrafted by skilled artisans.

Tamil Nadu currently has more than 70,000 artisans and efforts are underway to issue Pehchan cards to help them access Union government schemes and financial assistance. The cards will also allow them to benefit from marketing support and participate in national and international exhibitions. “We also plan to expose them to successful craft clusters across the country, including the Kutch Handicrafts Cluster in Gujarat and the Kondapalli Toy Manufacturing Cluster in Andhra Pradesh.” Mr Venkatesh shared.

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

Break into the gifts segment

Poompuhar is making a strong push into the gifting segment, with the initiative set to launch before Deepavali this year. The company plans to offer three to four selected gift options at different price levels.

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

Tamil Nadu secured GI tags for 23 handicrafts including Nachiarkoil brass lamps, Toda embroidery, Swamimalai bronze icon and Vilachera clay dolls.

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

Under the Micro Cluster Development Program (MCDP), a project has been approved for the Thammampatti Wood Craft Cluster in Salem at a cost of ₹ 9.7 crore. Part of the project is the establishment of a common background with modern machinery for the benefit of carvers. Construction work is underway and the SPV is almost 80% complete.

“We are setting up an exhibition center at Malliakarai (Salem). This will help artisans to display and sell their products. It will be inaugurated soon,” said Ms. Jothi. Around 70 families are engaged in wood carving, with two members from each family engaged in the craft. The initiative is expected to benefit around 200 artisans associated with the sector, she added.

Published – 13 Jul 2026 15:35 IST