Pattamadai mat weavers adopt digital marketing

Crafts Council of India trains the skilled workers in online sales

When the ‘kora’ mat weavers of Pattamadai village in Tirunelveli district wanted avenues to sell their products during the last lockdown, the Crafts Council of India decided to give them a month-and-half-long training on how to do business using internet and smart phones. “We are now teaching them to take photos and make e-catalogues so that they can get in touch with prospective buyers. The district Collector is already in talks with e-commerce platforms to market their products,” said Gita Ram, chairperson, CCI, at an online webinar to discuss the way forward for the 40 Lebbai women who are now part of four self-help groups. Sudha Ravi, treasurer, CCI, said that the Council’s relationship with Pattamadai was a long and enduring one. In the early 90s, the CCI had encouraged this cluster to submit well-woven mats for the national awards selection panel. Ibrahim Beevi was the first to receive this prestigious award in 1993. This was the ‘awakening’ of the public to the wonders of this craft. CCI has been showcasing their products for several years through their crafts bazaars and Kamala outlets, she said.