Empowering Women Artisans: Bathinda’s Phulkari Takes Center Stage in London

Women artisans from Bathinda, India, have recently elevated Punjab’s traditional Phulkari craft to a global platform, showcasing their talent at the prestigious Source Fashion Exhibition held in London. This initiative is supported by HPCL-Mittal Energy Limited (HMEL), aimed at promoting social development and improving livelihoods for rural women artisans.

Showcasing Phulkari on an International Stage

In collaboration with the Nabha Foundation and the Handloom Export Promotion Council (HEPC), HMEL organized a presentation of Phulkari within the India Pavilion at the exhibition, which occurred in late July at Olympia, London. The event featured over 200 handcrafted items, including 45 new designs tailored for international markets, encompassing accessories, fabric swatches, and traditional embroidered borders.

Engagement with Global Leaders

The exhibition attracted notable visitors, including Nidhi Mani Tripathi, Minister (Economic) at the High Commission of India in London, alongside other officials. Manpreet Kaur, a trainer and artisan involved in the initiative, stated, “The exhibition stall was visited by key figures who encouraged the artisans. We also visited premium retailers like Harrods to understand global market trends.”

Building Connections in the Fashion Industry

During the event, representatives from the Nabha Foundation, including Executive Director Shubhra Singh and artisan Manpreet Kaur, engaged with over 50 designers, boutique owners, and sourcing managers based in the UK. The Phulkari garments, such as shirts and dresses, along with home furnishing products, caught the attention of designers in niche markets like pet lifestyle brands.

Demonstrating Cultural Heritage

Attendees were provided the opportunity to observe live demonstrations of the intricate Phulkari embroidery technique. This aspect highlighted not only the skill of the artisans but also the rich cultural heritage that Phulkari represents.

Training for Future Innovation

In addition to the exhibition, six women artisans participated in the Venix 2025 programme at IIM Bangalore from August 1 to August 3. The training delivered valuable insights into contemporary product ideas, including short kurtis, shrugs, and skirts, while also exploring the digital market landscape and emerging trends.

Ongoing Efforts for Revival and Recognition

For the past two years, HMEL and the Nabha Foundation have actively worked to rejuvenate the Phulkari craft through various initiatives, including training camps, design innovation, and facilitating market access. Their efforts have successfully integrated traditional Phulkari into modern fashion, allowing over 300 women artisans from 22 villages to achieve self-reliance and establish their identities in the marketplace.

HMEL continues to champion these efforts, ensuring that the artistry of Phulkari not only thrives locally but also reaches a global audience.