Livelihood security through flourishing the attire legacy of Punjab
Parveen Phulkari House (https://www.facebook.com/parveenphulkarihouse/), a Self-Help Group established in Patti, District Tarn Taran (Border belt of Punjab) enshelters about 200 farm women with its efficient social and marketing network for popularization of traditional embroidery (Phulkari and Baag) of the state. The hardship in this particular area is marketing command for the promotion of new venture as the fundamental economy is dependent on agriculture and labour. Though bearing these unfavourable circumstances, Parveen Kaur (Mother of Manpreet Kaur) who belonged to a household of small town, Patti with no agricultural land started doing hand embroidery for earning her livelihood.
To solve above problems, Krishi Vigyan Kendra, Tarn Taran has identified this SHG and contacted Manpreet Kaur during the year 2017-18. Then, the SHG took training regarding scientific techniques of embroidery along with marketing techniques from KVK, Tarn Taran. Afterwards, she expanded this small scale hand embroidery business to a large venture preparing traditional embroideries of Punjab i. e. Phulkari and Baag. Besides, she started utilizing the left-over fabric in decorating the articles such as peerhi, gadwi, jaago, chajj, pakhi and jutti (seater, utensils, hand fan and footwear) required during various rituals performed during wedding ceremonies. The manufactured goods have been merchandized both at national and global levels with the help of online promotion via social media i. e. face book and twitter. Initially, the group was earned only upto Rs. 60,000/- per annum. Now, the self-help group is earning INR 4,20,000/- per annum by selling their embroidered articles to Government Societies, foreign boutiques and at Farmer’s and Livestock fairs.
Besides, Parveen Phulkari House has been honoured with several accolades for efforts made to promote this cultural heritage. Some of these are International Dr. Sadhu Singh Hamdard Virasati Mela, Kapurthala on 16 February, 2018; PTC Sirjanhari Award from Nanhi Chhan Punjab Public Charitable Trust on 16 December, 2018; Award of Honor from Krishi Vigyan Kendra, Tarn Taran on 25 June, 2018; Award of Honour from Municipal Council, Patti, Tarn Taran on 26 January, 2019 and Award of Honour from Sardari Channel, Raikot, Ludhiana on 03 February, 2019.
Manpreet Kaur receiving accolade from dignitaries of GADVASU and Government of Punjab and directing her SHG during its operational hours