







Recycles resources

Purpose
Thurd Pukhoor is a collective of Toda women committed to preserving and promoting their age-old embroidery, a GI-tagged craft found exclusively among the Toda community of the Nilgiris. With intricate red and black motifs hand-stitched on cotton, this embroidery is more than art—it’s a living expression of cultural identity, environmental wisdom, and spiritual tradition. The group believes that for the craft to survive, it must thrive. While younger generations are learning the technique, limited earning opportunities often discourage sustained practice. The elders uphold the tradition by continuing to use poothukulis in rituals, but they know that’s not enough. Thurd Pukhoor is working to create visibility and value for their work, hoping to inspire demand and provide livelihoods. Their embroidery is not just thread on fabric—it is a visual archive of Toda heritage that deserves to be celebrated, sustained, and shared with the world.

People
Among the approximately 850 Toda women who practice traditional embroidery, only around 350 currently earn an income from it—mostly as a supplement to agriculture, which has replaced their traditional pastoral livelihood. The craft, deeply rooted in cultural and spiritual life, holds the potential to become a more sustainable source of income for the community. The GI (Geographical Indication) tag has been a turning point, sparking renewed interest among younger women and helping preserve the integrity of the craft. It ensures that only authentic Toda artisans benefit from their heritage, protecting the art from imitation and misappropriation. This recognition has begun to open economic doors, reaffirming the importance of cultural ownership and creating pathways for the Toda women to transform their ancestral skills into dignified, income-generating opportunities that sustain both craft and community.

Planet
Toda embroidery, a slow and deliberate craft, inherently embraces principles of sustainability. Traditionally created to make poothukulis for community rituals, the craft is now being adapted for urban markets—still produced in small, thoughtful batches using 100% cotton fabric specially woven for the Toda community. Each embroidered piece reflects time, care, and cultural intention. While the community once used naturally dyed wool and cotton, access to these materials has diminished, leading to reliance on synthetic alternatives. However, with growing awareness of the environmental cost and increasing demand for ethical, handmade products, the Toda artisans are now keen to return to natural materials. This revival not only honors ancestral practices but also reduces environmental impact, paving the way for a regenerative craft ecosystem rooted in tradition and ecological responsibility.