Abstract
India is well known for its craft, cultural, and traditional textiles. India is very familiar for heritage textiles and interactive workmanship in textiles and clothing. Textiles are part of their traditions in Indian people life as weddings, Diwali, Onam, Pongal, and other festivals. Fashion in apparel and home furnishings both in India and abroad have the great potential for promoting the traditional Indian textiles to the people around the world. One such craft is the Toda tribal Embroidery, which are unique and artistic. These designs can find good application in the fashion. But currently use of Toda embroidery is use restricted to developing stitches on the cotton fabric. There is a good potential to develop and promote Toda embroidery in apparel, accessories, home furnishings and decorative products both in India and abroad. This research paper explains how to customise and branding Toda tribal embroidery in the apparel and home décor products in Indian and international markets and to promote through different marketing channels. The paper explores interacting, educating, and involving the tribe in the development and adaptation. The study catalogues current designs, adaptation of the designs in various products, marketing and promotion of the Toda Embroidery involving NGOs, government for support, adoption of artificial intelligence/ ecommerce in Toda embroidery craft, and computer aided design for Toda embroidery.
Presenters
Kumaraguru KasinathanAssistant Professor, Textile Design, National Institute of Fashion Technology, Tamil Nadu, India
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Traditional Embroidery, Tribes, Mass Customization, Branding, Indian Textiles, Domestic Brands
