Promoting Phulkari: Cultural Identity, Gender Dynamics and Economic Empowerment

Abstract

Phulkari, the vibrant embroidery tradition rooted in the cultural fabric of Punjab, India, has undergone significant transformations in the face of modernisation and globalisation. This paper draws exclusively upon secondary data such as scholarly publications, official policy documents and market reports to examine how Phulkari production preserves cultural identity and fosters economic and social empowerment for women. The research explores Phulkari's enduring cultural significance by analysing historical accounts and contemporary case studies, particularly its role in reinforcing Punjabi identity through motifs, colour schemes and ceremonial usage. It further investigates the craft’s implications for gender dynamics, spotlighting opportunities and challenges for women artisans, who have traditionally served as the custodians of this heritage. The paper also addresses the economic dimensions of Phulkari, evaluating how government initiatives, non‐governmental organisations and digital platforms have supported or in some cases hindered, the craft’s commercial potential. Three core themes emerge through a thematic synthesis of secondary sources: the preservation of intangible heritage, the intricacies of gender‐based labour structures and the viability of market‐driven economic models. Ultimately, findings suggest that strategic collaborations spanning policy, private sector investments and cultural institutions are crucial to promoting Phulkari in ways that are both ethically responsible and economically beneficial. These insights underscore the craft’s potential to maintain cultural vitality while advancing women's financial independence and social standing in Punjab.