Titan partners Tribal Crafts Initiative to revive Lambadi embroidery

The drive to Sittilingi, located at a distance of 73 km from Salem enroute Thiruvannamalai via Kottapatti seemed endless. More so as the road to the valley was narrow, bumpy and deserted.

As the connectivity was pathetic, we could not even confirm if we were on the right track. We were on our way to the Porgai Artisan Association Centre at Sittilingi valley. Titan Company has lent its support to Porgai – a community of women belonging to Lambadi settlements of Sittilingi Valley in Tamil Nadu. And Bhaskar Bhat, Managing Director of Titan Company, was there to inaugurate the Centre.

After travelling on that bumpy stretch for close to an hour, we sighted a group of women sitting under a shade at a place called Kuravan Kovil, possibly waiting to get to town. Enquiries revealed that the centre was just 300 yards away.

And there, in the midst of the thick jungle stood a building tall and stylish.

Titan's initiative

Titan is carrying out this project in association with The Tribal Crafts Initiative, headed by Lalitha Regi, a medical professional, who moved to the village over two decades ago.

The watch major’s support extends to three years of holistic partnering. The interventions will include design and product development, skill development, training of new artisans and marketing support.

“The effort is aimed at reviving this tradition of embroidery that would otherwise have been lost,” said Bhat.

History reveals that the Lambadis are a tribe, originally from the Gujarat- Rajasthan border; they are said to have migrated down South with the Mughal army several decades ago. And Sittilingi in Dharmapuri district is one such settlement.

Dr Regi says she and her husband Regi George were initially drawn by the picturesque beauty of the valley. “Once here, we realised that these remote villages lacked medical care."

Being medical professionals, the duo kick-started the Tribal Health Initiative and began offering subsidised healthcare to the local tribes.

“With healthcare off to a good start, our next goal was to help the women groups revive their traditional craft of Lambadi embroidery. Porgai Artisans Association was born thus. Now, Titan’s support will reassure these women and instil confidence in their native craft,” she said.

Porgai Artisans

About 65 women are registered with Porgai Society. These women, who were earlier working as farm labourers, could get no regular source of income. Regi motivated some of the senior members of the tribe to impart training to youngsters in Lambadi embroidery.

She has also helped them participate in trade fairs and expos and showcase the tribal artefacts on such platforms. The society sold Rs 32 lakh worth goods last year. The sale included export of ethnic hand embroidered home furnishing products to Switzerland as well.

Porgai artefacts have drawn students from fashion designing schools as well. At least half-a-dozen interns from places like Bangalore, Delhi and Mumbai are working with the tribal women, helping them retain the ethnic embroidery work while trying to improvise on the design aspect and make them trendy.

“Titan's design ethos will help them; they can become sustainable in 3 years,” the Titan MD said.

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