Poompuhar partners Reliance Retail, launches gifting and export initiatives for Tamil Nadu artisans
The Tamil Nadu Handicrafts Development Corporation (TNHDC), popularly known as Poompuhar, is focusing on artisanal empowerment and entrepreneurship. It is collaborating with Reliance Retail Ltd. to showcase handicraft products through the retailer's extensive network, and is also launching new initiatives in the gifting and export segments.
“Our focus is on artisanal empowerment and entrepreneurship. We want to help skilled artisans tell the stories behind their crafts, build stronger customer connections, and use social media effectively. Our aim is to enable them not just to produce handicrafts, but also to market and sell them as entrepreneurs,” said T.N. Venkatesh, Principal Secretary, Department of Handlooms, Textiles, Khadi, and Handicrafts, Tamil Nadu.
Noting that many artisans are aged above 50 or 60, the department has set a target of training 100 young artisans aged 25 to 30. “Our aim is to encourage them to take up these crafts as a profession and, by the end of the training programme, equip them to become independent entrepreneurs,” he added.
“We are collaborating with Reliance Retail, which will procure our handicraft products and showcase them across its retail outlets,” said Amirtha Jothi, Managing Director of TNHDC. “Arrangements are also being made to sell our products in the U.K. and Australia through a franchise model. We will provide franchise partners with access to our website to facilitate sales,” she added.
There is growing global demand for Thanjavur paintings and intricate brass lamps in countries including the U.S., Australia, Canada, Sri Lanka, Sweden, and Germany. The handicrafts department has recorded sales worth ₹3.69 crore over the last five years. GI-tagged handicraft products generate ₹12 crore in sales, reflecting improved market recognition after certification. TNHDC is exploring Artificial Intelligence as a tool for design, product development, printing concepts, marketing, and customer engagement while ensuring final products remain handcrafted.
Tamil Nadu has over 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 enable marketing support and participation 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-making cluster in Andhra Pradesh,” Mr. Venkatesh said.
Poompuhar is making a strong push into the gifting segment, set to launch ahead of Deepavali this year. The corporation plans to offer three to four curated gifting options across different price points. “We plan to include GI-tagged products in these hampers, which will help enhance the visibility and recognition of our traditional crafts,” Mr. Venkatesh said. Tamil Nadu has secured GI tags for 23 handicraft products including Nachiarkoil brass lamps, Toda embroidery, Swamimalai bronze icons, and Vilachery clay dolls.
Under the Micro Cluster Development Programme (MCDP), a project was sanctioned for the Thammampatti Wood Craft Cluster in Salem at a cost of ₹9.7 crore. The project includes a common facility centre with modern machinery for wood carving artisans. Construction is nearly 80% complete. “We are establishing a display-cum-demonstration centre at Malliakarai (Salem). This will help artisans display and sell their products. This will be inaugurated shortly,” said Ms. Jothi. Around 70 families are engaged in the wood carving industry, with two members from each family involved. This initiative is expected to benefit many.
