This is an archive article published on April 7, 2019

Alchemy of Art

Punjab Thathera Art Legacy works for the rejuvenation of Thathera, the only craft form from India to be inscribed in the UNESCO list of Intangible Cultural Heritage

Written by: Parul

4 min readApr 7, 2019 12:10 AM IST

Attempts are being made to revive the craft

THE constant sound of the hammer falling on the metal fills the narrow streets of Jandiala Guru, a small village located 20 kilometres from Amritsar. Here, the Thathiars, a community of metalsmiths, transform humble brass, copper and similar metals into utensils, kettles, vases and clocks. They are carrying forward a tradition that is fast losing its sheen. With their tools they painstakingly continue the craft that no longer has many takers and sustenance is a constant challenge.

Thathera is the only craft form of India to be inscribed in the UNESCO List of Intangible Cultural Heritage but in recent years, the number of Thatheras has reduced from 500 to just 30. Now, as part of Project Virasat, Punjab Thathera Art Legacy (P-TAL) is working to create a brand for the promotion of this dying craft. Part of the project are more than 30 members of Enactus, an international not-for-profit student run organisation that has over 70,000 students as active members in 39 countries. Enactus brings together a diverse network of university students, academic professionals and industry leaders to fulfill the shared mission of creating a more sustainable world. Enactus — Shri Ram College of Commerce (SRCC) since its inception in 2007, has undertaken several community outreach projects as part of this shared mission. Project Virasat has received support from mentors at the District Administration level and from the Deputy Commissioner of Amritsar, who is the chairman of P-TAL.

Yashaswi Sharma, one of the project directors, recalls that when the team first arrived at Jandiala Guru in June 2017, they discovered how the craft had great potential but there was a lack of ownership amongst the thatheras. Exploitation by the Kasariyas, middlemen who made untimely and inadequate payments, was a common issue, apart from internal conflicts among them.

Story continues below. Subscribe to see fewer ads.

Attempts are being made to revive the craft;

The first step, recalls Jayana Jain, one of the core team members, was to organise the community of Thatheras into a self-group group, a legalised entity. P-TAL is working directly with the Thatheras to improve and manage the supply chain, linking them to markets and managing their finances.

P-TAL’s journey started with just one thathera, Manohar Lal — the only one willing to invest a small amount. Today, there are 14 more Thatheras on board and P-TAL has emerged as a leading brand for handmade brass and copper products in the country. The products are electrophoretically lacquered, so the lustre and shine remains intact and it avoids blackening. Two professional designers have created as many as 65 new designs to appeal to the contemporary buyers. Options of customisation are also available, which according to project director Akshra Dhamija has helped them explore new markets. “The Thatheras are eager to learn and adapt to the new demands with some encouragement. Coming up is a range of pen stands and paper weights,” says Dhamija, adding how as part of the project there is valuable focus on the institutionalisation of Thatheras, training and development and establishment of market linkages. “We are consistently connecting the Thatheras with new demand avenues in craft and décor retail stores, premium e-commerce websites and showcasing products at exhibitions,” says Dhamija.

Products crafted by the Thathera community

The story of Gaurav coming back to his craft is a milestone for the team. Gaurav worked for five years in a thread factory in Ludhiana, but could not sustain himself. As he saw the industry make profits, he returned to the craft form, continuing the legacy of his forefathers. Harpreet Didi, daughter of one of the Thatheras, is pursuing an MBA and is handling the finances of the project.

The long-term objective includes opening the brand’s permanent retail outlets across India and also exploring the international market.

Parul

Parul is a Principal Correspondent at The Indian Express in Chandigarh. She is a seasoned journalist with over 25 years of experience specializing in public health, higher education, and the architectural heritage of Northern India. Professional Profile Education: Graduate in Humanities with a specialized focus on Journalism and Mass Communication from Panjab University, Chandigarh. Career Path: She began her career covering local city beats and human interest stories before joining The Indian Express in 2009. Over the last decade and a half, she has risen to the rank of Principal Correspondent, becoming the publication’s primary voice on Chandigarh’s premier medical and academic institutions. Expertise: Her reporting is deeply rooted in the institutional dynamics of PGIMER (Post Graduate Institute of Medical Education and Research) and Panjab University. She is highly regarded for her ability to navigate complex administrative bureaucracies to deliver student-centric and patient-centric news. Recent Notable Articles (Late 2024 - 2025) Her recent work highlights critical reporting on healthcare infrastructure, academic governance, and urban culture: 1. Public Health & PGIMER "PGIMER expands digital registry: Centralized patient records to reduce wait times by 40%" (Nov 20, 2025): A detailed look at the digital transformation of one of India's busiest medical institutes to tackle patient influx. "Robotic Surgery at PGI: Why the new urology wing is a game-changer for North India" (Oct 12, 2025): Reporting on the acquisition of state-of-the-art medical technology and its impact on affordable healthcare. "Shortage of life-saving drugs: Inside the supply chain crisis at government pharmacies" (Dec 5, 2025): An investigative piece on the logistical hurdles affecting chronic patients in the tri-city area. 2. Education & Institutional Governance "Panjab University Senate Election: The battle for institutional autonomy" (Dec 18, 2025): In-depth coverage of the high-stakes internal elections and the friction between traditional governance and central reforms. "Research funding dip: How PU’s science departments are navigating the 2025 budget cuts" (Nov 5, 2025): An analysis of the fiscal challenges facing researchers and the impact on India's global academic ranking. 3. Art, Culture & Heritage "Le Corbusier’s legacy in peril: The struggle to preserve Chandigarh’s Capitol Complex" (Dec 22, 2025): A feature on the conservation efforts and the tension between urban modernization and UNESCO heritage status. "Chandigarh Art District: How street murals are reclaiming the city’s grey walls" (Oct 30, 2025): A cultural profile of the local artists transforming the aesthetic of the "City Beautiful." Signature Style Parul is known for her empathetic lens, often centering her stories on the individuals affected by policy—whether it is a student navigating university red tape or a patient seeking care. She possesses a unique ability to translate dense administrative notifications into actionable information for the public. Her long-standing beat experience makes her a trusted source for "inside-track" developments within Chandigarh’s most guarded institutions. X (Twitter): @parul_express ... Read More

📣 For more lifestyle news, click here to join our WhatsApp Channel and also follow us on Instagram

Loading Recommendations...

Oct 04: Latest News

Live Blog