Research Methodology

Assignment 2

Submitted To: Submitted By:

Mr. Saurabh Chaturvedi Sir Prerna Gupta

Sanya Kakkar
Surmayee Umathe
 Acknowledgment

We would like to express my special thanks of gratitude to our

Research Methodology Teacher “Mr. Saurabh Chaturvedi Sir” for
their able guidance and support in completing our project.

We would also like to thank our parents and friends who have
helped us with their valuable suggestions and guidance has been
helpful in various phases of the completion of project.;

Last but not least we would like to thank NIFT for providing us with
all the facility that was required.

Date of Submission: May 10th, 2021 Thank You

 Revival of Kullu Weaving

Abstract: Civilization's limbs of art and culture are inextricably linked. It reflects a region's customs, religious
values, mobility, and symbolism. In India, Kullu weaving is one such art. At a height of 1279 meters above
mean sea level, Kullu is located between 76° 56' 30" and 77° 52' 20" East longitude and 31° 20' 25" to 32°25'
0" North latitude. Kullu is surrounded by Lahaul & Spiti on the north and east, Kinnaur on the south-east,
Shimla on the south, Mandi on the south-west and west, and Kangra on the north-west. Himachal's costumes
are lively and special, and they differ from region to region, group to group, and community to community.
Each region of the state has its own signature outfits based on local values and cultures.

Similarly, Kullu's costume expresses the city's religious and magnificent beauty. Weaving Pattus and Dohrus
(local dresses) for a living was a common way of life for the valley's settlers in the past. Kinnauri weavers
from then-Bushehr state had migrated to Kullu in search of a better life, introducing with them Bushehri
designs that became common not only in Kullu but throughout north India. However, there was no
organization in the shawl industry that we know today. However, things were about to change. This research
paper discusses how Kullu weaving was used in the past and how the items were accepted in rural areas. It
provides details on how the product genre has evolved to protect this art from extinction, as well as how it is
being sold in metropolitan areas to spread the renaissance in ways it has never been appreciated before.

Keywords: rural, urban, Kullu weaving, handloom

Introduction
Kullu is the capital of the Kullu district in the Himachal Pradesh state of India. It's about 10 kilometers north of
Bhuntar's airport, on the banks of the Beas River in the Kullu Valley. Between Manali and Largi, the Beas River
forms the Kullu Valley, a lush green valley. Kullu is the gem in Himachal Pradesh's crown. For centuries,
tourists have been enthralled by the stunning beauty of its magnificent landscapes, the hospitality of its
people, their distinct lifestyle, and rich culture. Colors play a significant role in the development of Kullu
costumes, making it more suitable and appealing. Kullu costumes are usually black, white, natural grey, or
brown in color, with bright colors such as red, yellow, magenta pink, green, orange, blue, black, and white
used to create patterns. Since they procure the color of wool from their own bheddu, they have black, white,
brown, and natural grey as their base colors (sheep). Originally, factory workers dyed their own threads, but as
labor costs have risen and income has decreased, they have begun to buy dyed threads from other vendors.
Research Aim

i. To ensure the long-term sustainability of Kullu weaving.

ii. To determine which product categories are appropriate to both rural and urban residents.

Methodology

Source of data:
This analysis is the outcome of a well-designed questionnaire completed at our leisure. Data comes from
both secondary and primary sources. A personal interview with the founders of a start-up business called
Himbhoosha, whose goal is to put Himachali craft into use by producing a variety of items aimed at the youth
and middle-aged crowd.
Practically interviewed in a non-structured and/or semi-structured style.

Crafts:
Kullu got its craft from the travelling citizens of Rampur, Bhusher, right from the start. They took their native
craft with them, which the Kullu people supported. They had very complex designs, but the Kullu people
followed very simplistic and straightforward designs.
Need for modernization:
Pattu, dhatu/thipu, and gachi are some of the popular Kullu women's outfits. Originally, the entire
pattu was made of sheep yarn, but now only the weft is made of sheep wool, and the warp wool is
imported from outside. These designs and materials became wearable due to the extreme cold and
lack of global warming. As a result, the product category included items that were both convenient
and warm. However, as time passed and global warming progressed to a new extent, the climate
shifted as well, and it became more bearable. People began to choose more relaxed, easy-to-wear,
and presentable clothing. Himbhoosha creates shirts, skirts, and handbags (they are not affected by
the seasons and can be sold at any time). Angora wool, shatoosh wool, and other animal-derived
fibers were used in the early days of weaving. People began to use other raw materials as they
became more concerned about animals and became aware of the idea of cruelty-free goods. Merino
wool, which is shipped from Australia to India's Calcutta, is also commonly used for weaving. This is
how Kullu weaving's originality weakened.

Change in color: When dyeing was not a common activity in rural areas, black, grey, brown, and white were
the most famous colors used to weave. These motifs were produced without the use of any dyeing
techniques. With the modernization of urban areas, the process of dyeing became more common and simple,
and new colors were created. And, since there are so many chemical dyes available nowadays, various colors
can be used.
 Companies

HIMBHOOSHA:

Himbhoosha in an initiative by mountain girls to bring the lost traditions of the mountains back to people.

Its aim is to make a slow fashion, a trend and replace fast fashion which not only affects the culture but also
environment.

Product category and pricing:

Apparels (shirts, skirts, jackets, long coats, socks, scarves, shawls, mufflers)- starting from 999 INR

Bags (laptop bags, fanny pack, baguette, tote handbags, sling bags) - starting from 599-4999 INR

Accessories (headbands, wallets, scrunchies, masks) - starting from 49 INR

Location:
Studio in Dharamshala

Promotion:
• Social media- Instagram page (reels, posts), Facebook (sales and shop)
• Working on their website also.
• Displays – Art Fairs ( Mind your own business, Dharamshala)

Target Market:
Age group- 18- 25 years

Target customer is the youth, middle aged and working class of India.
BHUTTICO:

Bhuttico is a Kullu weaving cooperative society based in Bhutti colony, Himachal Pradesh. Bhuttico is now a
household name in the shawl industry, and its weavers have gained respect and reputation in the industry.
Bhuttico participates in a number of national and international exhibits each year. This Society's products are
not only popular with Indian consumers, but it's also encouraging to see that our products are also popular
with international customers.

Product Category and pricing:

1. Pattus– 3800-28000/-

2. Stoles – 600-7800/-

3. Shawls – 900-40000/-

4. Jackets – 1600-3700/-

5. Ladies suits – 2500-4000/-

6. Kids wear – 1300-1400/-

7. Pulla – 150/-

8. Topi – 220-400/-

9. Bags – 750-1500/-

10. Ties – 350/-

11. Muffler – 270- 2200/-

12. Ponchos – 1150-2100/-

13. Shirts – 2000- 2500/-

HINDERANCE TO REVIVE THE ART IN URBAN AREAS:

Since the goods are handcrafted and require a large amount of labor, they are costly and of poor quality.
Many brands have had their foot right in terms of consistency and finishing in metropolitan environments.
People are more interested in high-quality, well-finished, and cost-effective goods. As a result, selling these
natural but costly goods that lack the finishing offered by major brands becomes difficult. Bhuttico and other
firms, such as Himbhoosha, are working on the sane to satisfy the customer's standard and finishing
demands at reasonable cost, while still paying staff fairly.

Conclusion

The most important consideration is how Kullu weave goods can meet the needs of customers in both urban
and rural areas through various product categories. Kullu weaving has increased in popularity as an industry in
both rural and urban areas. As consumers get more modernized, businesses like Himbhoosha and Bhuttico
help these crafts flourish in the urban world. However, such goods become prohibitively costly to purchase,
and the quality of the products is inadequate. Customers are more likely to purchase goods from a regular
market than from a craft market. Increased product categories aided in the promotion of this craft and, as a
result, the craft's survival. As more consumers become aware of this problem, these items have often become
cruelty-free. Local craftsmen devote a significant amount of time and manpower to the craft's output, and
since the goods are produced in limited quantity, they are costly and of poor quality. These companies that
specialize in this craft are now focusing more on price and quality in order to attract more customers and help
expand this traditional Himachal craft.
References

1. Revival of the Weave: Finding Passion for a Punjabi Craft Tradition by Swatantar Mann

2. Lakme Fashion Week: 3,000 Bhuttico wool weavers celebrate 75 years of their craft by Yoshita Rao

3. MARKET FOR INDIAN HANDICRAFTS by Syed Khalid Hashmi, Assistant Professor, Millennium
Institute of Management, Aurangabad

4. RESTORING THE TRADITIONAL TECHNIQUE OF RUMAL EMBROIDERY FROM HILL STATES OF

PUNJAB by Dr. Rohini Arora

5. Twisted, the story of yarns by Nayan Nikhare

6. Kullu-based HimalayanKraft's aim: taking Himachali handlooms to the world

By the world By Team YS

7. The power of the hand, Bhuttico by Lisa Griplas

8. Indian handicrafts need new vision to compete globally by BUSINESS ECONOMICS

9. Tanishvi Thakur, founder, Himboosha and Shivani Saklani, co-founder, Himboosha

8. Motifs by Abhilasha Thakur