Globalization and the Phulkari Revival: Navigating the Dilemma of Market Access and Cultural Integrity
GS1
A recent study on Punjab's Phulkari industry highlights how globalization and e-commerce have expanded international market access while simultaneously leading to the 'commodification' of sacred motifs. The report emphasizes the urgent need for strict Geographical Indication (GI) enforcement to protect the craft's traditional identity.
Phulkari, the traditional embroidery of Punjab, literally translating to 'flower work,' has long been a symbol of the region’s vibrant heritage and domestic ritual. Historically crafted by women for personal use or dowries, it is deeply embedded in the socio-cultural fabric of Punjab. However, a recent study on the industry reveals that the forces of globalization are acting as a double-edged sword for this ancient art form.
On the positive side, globalization and the rise of e-commerce have democratized market access. Digital platforms have bridged the gap between rural artisans and the global diaspora, leading to a commercial revival and providing a steady income to thousands of women. This 'revival' has transformed Phulkari from a domestic craft into a globally recognized fashion statement.
Continue reading — free with login
JeetoBharat publishes daily UPSC current affairs mapped to the Mains syllabus. Log in to read full articles.
Log in to read full articleNo credit card required. Free registered users get unlimited access.
This article was curated using AI. While we strive for accuracy, please verify critical facts from official sources.