After Germany & Dubai, women artisans take Phulkari to London

In the last week of July, at the Source Fashion Exhibition held at Olympia, London, the HMEL-supported Nabha Foundation collaborated with the Handloom Export Promotion Council (HEPC) under the India Pavilion and presented a display of Punjab’s Phulkari.

Over 200 handcrafted products, including 45 new designs, were showcased as per the demands of the international market. These included accessories, fabric swatches and traditional embroidered borders, said HMEL in a statement.

“The exhibition stall was visited by Nidhi Mani Tripathi, Minister (Economic), High Commission of India, London; Shreeranjani Kanagavel, First Secretary (Economic); and Rangaswamy from HEPC, who encouraged the artisans. We also visited premium stores such as Harrods to gain insights into global trends and product positioning,” said Manpreet Kaur, a Phulkari trainer and artisan, who was part of this tour.

Nabha Foundation’s Executive Director Shubhra Singh and Manpreet represented the women artisans. At the event, they connected with over 50 UK-based designers, boutique owners, exporters, and sourcing managers.

Shirts and dresses by the Phulkari artisans, furnishing products caught the attention of interior designers and niche segments such as pet lifestyle brands.

The visitors also got a chance to witness the intricate details and cultural heritage of Phulkari during the live embroidery demonstrations, the HMEL said.

In addition, with HMEL’s support, six women artisans participated in the Venix 2025 programme at IIM Bangalore from August 1 to August 3.

They received valuable insights on new product ideas such as short kurtis, shrugs, and skirts, and also explored the area of online market and emerging market trends, said HMEL authorities.

For the past two years, HMEL, in collaboration with Nabha Foundation, has been working to revive Phulkari through training camps, design innovation, market access, and participation in national and international exhibitions.

These efforts have integrated Phulkari into modern fashion and lifestyle. Today, over 300 women from 22 villages are associated with this initiative, becoming self-reliant, and establishing their unique identity, the HMEL statement said.

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