Gulabi Meenakari: Kashi's ODOP, GI-tagged craft is in pink of health
Gulabi Meenakari
, or
pink enameling
, an ODOP (
One District One Product
) from Varanasi, is gradually establishing its presence in domestic and international markets. The growth in the business prospects of this traditional handicraft is particularly notable after encouragement by Prime Minister Narendra Modi and Chief Minister Yogi Adityanath.
Banarasi Gulabi Meenakari joined the coveted GI club in 2015 and the recognition helped revive the art form, which was struggling with declining demand and counterfeit products. Gulabi Meenakari was designated ODOP (One District One Product) status by Uttar Pradesh govt in 2018. ODOP initiative was launched in Jan 2018 to promote traditional crafts from each of the state's 75 districts.
Padma Shri Rajnikant said currently, annual business of Banaras pink enameling is of around Rs 12 crore to Rs 15 crore. The ancient craft involves around 250 to 300 people, with 30% being women. Efforts by the central and state govts revived this craft, providing employment to thousands of people.
The work of pink enameling primarily takes place in the lanes of Varanasi's Gayghat, Kalbhairav, Pakka Mahal and other areas. National and state awardees like Ramesh Vishwakarma, Tarun, Jaya Singh, Poonam, Meena Devi, Balram Das, Shyam Das, Amar Nath Verma, and Arun Verma said the dying art revived thanks to the policies of govt. In addition to training, loans and grants, govt is creating a market through marketing efforts. This has led to many young artisans who turned away from this craft to re-engage with it.
by Taboola
by Taboola
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Orders are now coming in from domestic and international markets, said national awardee Kunj Bihari, adding that on Akshaya Tritiya, orders for various kundan pink enameling products have come from both domestic and international markets. Women's jewellery such as necklaces, earrings, rings and anklets are prominent. Additionally, people are choosing these products for wedding and return gifts. Demand for pink enameling in corporate gifting has also increased.
PM Narendra Modi and Chief Minister Yogi Adityanath have become brand ambassadors for GI and ODOP products, bringing UP's handicrafts to the global market, as they presented local handicrafts to foreign guests on many occasions.
Gulabi meenakari is a unique art form of Varanasi, which is considered most alluring and technical of all metal decorations. National Museum of India, New Delhi and Bharat Kala Bhawan, Banaras Hindu University, have collections of this art, which is characterised by pink strokes on white enamel.
According to specification in the GI notification, Banaras Gulabi Meenakari is basically an ancient form of art in India that was praised since its introduction for superb designs and combination of colours. It is said to have been introduced in Varanasi by Persian enamellists who came to India in the early 17th century at the peak of the Mughal court.
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