The bumpy 73-km drive from Salem to Sittilingi in Dharmapuri district of Tamil Nadu seemed endless.

As the narrow road wound down to the valley, connectivity became patchy, and we could not even confirm with our hosts — Porgai Artisan Association Centre — if we were on the right track.

After an hour of bone-rattling drive on the deserted road, we came upon a group of women sitting under a shade at a place called Kuravan Kovil. Enquiries revealed that the centre was just 300 yards away.

A final burst and we were there in front of a tall, stylish building in the midst of the thick jungle.

Titan was supporting Porgai, a community of women belonging to the Lambadi settlements of Sittilingi Valley, the company’s Managing Director, Bhaskar Bhat, was there to inaugurate the centre.

Titan’s initiative

Titan is carrying out this project in association with The Tribal Crafts Initiative, helmed by Lalitha Regi, a medical doctor, who moved into 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 from the Gujarat-Rajasthan border who migrated down South with the Mughal army several centuries ago. They settled in many places, including Sittilingi Valley.

Lalitha says she and her husband Regi George were drawn to the valley’s beauty. “Once here, we realised that these remote villages lacked medical care.”

Medical care

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

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

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

She has also helped them participate in trade fairs and expos and showcase artefacts on various platforms. The society sold ₹ 32 lakh worth goods last year. The sale included export of ethnic hand-embroidered home furnishings to Switzerland.

Porgai artefacts have drawn students from fashion designing schools as well. At least half-a-dozen interns from Bengaluru, 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 three years,” the Titan MD said.

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