TNHDC partners with Reliance Retail to sell Tamil Nadu handicrafts globally
The Tamil Nadu Handicrafts Development Corporation, widely known as Poompuhar, has partnered with Reliance Retail Ltd. to showcase local handicrafts across the retailer's national network. The state-run corporation is also preparing to expand its market internationally, establishing franchise models to sell Tamil Nadu crafts in the United Kingdom and Australia.
Amirtha Jothi, Managing Director of the corporation, announced that Reliance Retail will procure the handicraft products directly for its outlets. For the international expansion, Poompuhar will provide its franchise partners in the UK and Australia with access to its website to help facilitate sales.
The initiatives are designed to strengthen the livelihoods of the state's 70,000 artisans. As part of this push, the Department of Handlooms, Textiles, Khadi, and Handicrafts is launching an entrepreneurial training program. T.N. Venkatesh, the department's Principal Secretary, noted that because many active artisans are over the age of 50 or 60, the state has set a target to train 100 young artisans aged between 25 and 30. The program aims to equip them to run independent businesses.
To further support the artisans, the state is issuing Pehchan Cards. These cards will grant artisans access to Union government welfare schemes, financial aid, and marketing support for national and international exhibitions. The government also plans to send artisans on exposure visits to successful craft hubs, such as the Kutch handicrafts cluster in Gujarat and the Kondapalli toy-making cluster in Andhra Pradesh.
Additionally, Poompuhar is entering the corporate and festive gifting market ahead of Deepavali. The corporation will offer curated gift hampers featuring some of Tamil Nadu's 23 Geographical Indication (GI) tagged crafts, such as Nachiarkoil brass lamps, Swamimalai bronze icons, Toda embroidery, and Vilachery clay dolls.
Meanwhile, infrastructure development is progressing in Salem, where a Rs 9.7 crore wood craft cluster is being built in Thammampatti under the Micro Cluster Development Programme. The project, which is 80 percent complete, includes a common facility centre with modern machinery. A new display-cum-demonstration centre is also scheduled to open shortly in Malliakarai, Salem, benefiting around 200 artisans from 70 local families.
