Project Virasat aims works to uplift the craftsmen communities through artisan mobilization, easy access to organized credit, design modification to suit contemporary needs and direct connection to suitable demand avenues.
Since 2017, Virasat has strived to revive the Thathiar Craft of Jandiala Guru, the only craft from India to be listed in UNESCO'S List of Intangible Cultural Heritage since 2014.
We organised the Thatheras into a self-help group, by the name of P-TAL (Punjab Thathera Art Legacy), giving them identity and a sense of ownership.
Moreover, financial literacy, training and development programmes, and community engagement activities were undertaken.
Our professional designers assisted us in innovative product development and we came up with 65 new designs that paved way to disrupt the contemporary market. Through organised brand positioning, we ensure that the legacy of the Thathiar Craft of Jandiala Guru is showcased to the contemporary demand avenues.
Strong market linkages were established to ensure steady sale of the brass, copper and bell metal products made by the Thatheras. Tapping the international markets, P-TAL had obtained its Import Export Code. Moreover, P-TAL has successfully become a registered member of Export Promotion Council for Handicrafts (EPCH) and the Federation of Indian Export Organisations (FIEO).
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