Retailer of apparel and accessories Jaypore has collaborated with Tamil Nadu artisans to develop a collection of textiles featuring Toda embroidery, or “pukhoor.” The collection, which consists of scarves and shawls, was created with the intention of showcasing the regional craftsmanship to Indian consumers.
“In the Nilgiri Hills of Tamil Nadu, the Toda women weave a rich artistic tradition called Toda embroidery, or ‘pukhoor’,” announced Jaypore on Facebook. “This intricate needlework uses red and black threads to create geometric patterns on white cotton cloth. The skill is so fine, the finished product resembles woven fabric, and both sides are beautiful! This art form is a point of pride for the Toda people, with both men and women wearing embroidered cloaks and shawls.”
On Jaypore’s online store, the Toda craft collection is now available for purchase, with prices starting at Rs. 3,250. To enable tracking, the products are also GI-tagged.
“As the Toda craft is highly specialised and practiced exclusively within the community for centuries, there haven’t been an extensive skill development initiative or collaborations with external designers yet,” Aditya Birla Fashion Retail Limited’s CEO of ethnic business Sooraj Bhat said.
