P-TAL BRAND COLLECTION

P-TAL

Ensures fair living wage for producers

Discloses the community being impacted

Reduces the environmental impact

Created using handcrafted methods

Made out of responsible materials

Avoids use of chemicals or toxic materials

Uses portion of proceeds to give back to the community

P-TAL or the Punjabi Thathera Art Legacy is built around the belief that “Legacy is not leaving something for people; it is leaving something in people”. The Thatheras of Jandiala Guru is a community of skilled craftsmen who specialize in the traditional technique of hammering brass and copper sheets into traditional utensils. This crafts colony of Jandiala Guru was established during the reign of Maharaja Ranjit Singh (1883) the great 19th century Sikh Monarch, who encouraged skilled crafters from Kashmir to settle in the heart of his kingdom in Punjab. Bringing professional and veteran designers to this craft, P-TAL brought 85 new designs catering to niche markets. They ensure strict quality standards for the products.

Purpose

'Punjabi Thathera Art Legacy', consciously abbreviated as P-TAL, the brand name under which products are sold is also the Hindi name for brass. P-TAL has established itself in 14 retail outlets across 7 states. Their efforts to ensure sustainable access to demand avenues for the Thatheras have been realized through the setting up of a retail outlet in the popular tourist destination of Gobindgarh Fort in Amritsar. They have also successfully held 20+ exhibitions. Tapping the international markets, P-TAL caters to orders in over more than 20 countries.

People

This project aspires to incorporate more Thatheras from all across the country under P-TAL and bring back the glory of other dying craft forms of India. There are over 47 Thathera clusters in India. Thatheras of many other clusters are now petty traders, involved mainly in the selling of utensils and other household items. The long-term goal involves bringing the Thatheras clusters working in different regions of India together. This will help save them from exploitation. The P-TAL model has created a tremendous impact by including the Thatheras of Indore and Chandni Chowk, Delhi.

Planet

With mechanization, machine-made goods are easier to produce and therefore cheaper in price, thereby adding to the competition for brass products. In addition to this, steel and aluminum utensils had started to sweep the markets. However P-TAL products are pure brass which has been proven to be better for daily household use and the overall health of the users. Additionally, the recycling process for brass is less energy-intensive as compared to aluminum and steel and yields a smaller carbon footprint. By giving this traditional craft, contemporary meaning and relevance, P-TAL’s efforts have helped keep it alive.