Phulkari Mission by Maan Government

Punjab is known for its vibrant culture and rich traditions. One of its most loved art forms, Phulkari, tells the story of our roots through intricate embroidery and vibrant designs. Under the visionary leadership of Chief Minister Bhagwant Singh Mann, the Maan government is embarking on an inspiring journey to preserve this cultural gem with the Phulkari Mission.

Empower artisans and create livelihoods

Imagine a world where every stitch of Phulkari is a thread connecting generations. The Phulkari Mission aims to not only revive this precious craft but also improve the livelihood of artisans across the state. Collaborating with the National Institute of Fashion Technology (NIFT), Delhi, the government launched a historic partnership to train 125 artisans across five locations across the state. This initiative is not just about skills; it’s about giving women the means to take charge of their future.

Create a new identity in the market

Phulkari artisans are not just creators; they are storytellers. Their work showcases the vibrant culture of Punjab. Through Mission Phulkari, artisans receive training in new techniques and designs, enabling them to create fresh and attractive products for local and international markets. The Maan government recognizes the need of the moment that the world is waiting to adopt Phulkari, and it is ensuring that these artisans are ready to meet this demand.

E-commerce: a bridge between tradition and modernity

In a world dominated by technology, the government understands that artisans must adapt. With the help of NIFT, artisans are trained to sell their products through e-commerce platforms. This move not only expands their reach but also brings their beautiful creations into homes around the world. Imagine a Phulkari dupatta, made by expert hands, draping a bride in New York or London!

Creating autonomy and empowering women

Phulkari is more than just a craft; it is a path to self-reliance for thousands of women in Punjab. With Mission Phulkari, the government is extending the initiative to various artisans, ensuring that every point counts. The growing demand for Phulkari, both domestically and internationally, has prompted the government to equip artisans with the skills to create innovative designs and products, while respecting their cultural heritage.

Highlighting talents: a win-win solution for artisans and consumers

Punjabi artisans will showcase their creations not only in Punjab and Delhi but also at dedicated Phulkari stores that showcase their craftsmanship. Even Punjabis living abroad are placing orders for their weddings, longing for that authentic touch of home. This initiative creates a beautiful bridge between tradition and modern consumerism.

A bright future for Punjab’s cultural heritage

The Punjab government has entrusted Markfed with the marketing of Phulkari products. This strategic approach aims to increase visibility and offer artisans fair remuneration for their hard work. The Phulkari Mission is not just about preserving cultural heritage; it is about creating new economic opportunities in rural areas for women, promoting a spirit of autonomy.

Through the Phulkari Mission, the Maan government is weaving a tapestry of empowerment and opportunity. This initiative speaks to the belief that when culture is cherished and artisans supported, the entire community thrives. Together, let’s celebrate the beauty of Phulkari and the strength of those who create it. With every thread, we are not just preserving a legacy: we are building a better future for Punjab.

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