Patan Patola maker strives for niche marketing

What Indira Gandhi wore and Sonia Gandhi still adores, is being knocked from door to door in search of new clients.

The Patan Patola art, with only a handful of craftsmen left to carry it forward, is in for niche marketing by Vadodara-based Kanu Salvi, one of the 'survivors' of this 800 year old art.

"People nowadays do not have time to come to us. There is no fixed shop to showcase our products. Earlier, we used to go to our clients house to show them new items but nowadays we have to approach them in search of newer customers," said Salvi.

The art has trickled down from three generations to Kanu from his grandfather Mafatlal Daya Salvi who has been a national award receiptent for the best handicraft craftsman.

Kanu has also won accodales as he was lauded with two Asia Pacific Excellency Award in 2005.

Queen Elizabeth, during one of her visits to India, bought two Patan Patolas from Kanu's father which today lie in London and Swiss museums.

Kanu produces about 15-20 sarees every year which generates about Rs 20 to 25 lakh.

"The kind of work involved in very tasking and this apart we have to toil hard and cough out time to market the products," Kanu said. He added that it is an irony if a craftsman of such a rare art is also to market the product. Currently there are 20 people involved in his work of which four are also into marketing. His clientele mainly includes industrialists and mill-owners.

"There are only four Salvi families left who make the original Patan Patolas. Three are in Patan and we are based in Vadodara with some of our processes taking place in Patan," Kanu said.

The ongoing feud between the families has played a spoilsport in acquiring geographical Indication for the Patola. "If a GI pattern is set, our craft which is in the brink of extinction, could be saved," Kanu said.

According to him, the craft should be taught to more people and for this he has hired people from outside the family. "In a month long workshop at Honololu I have taught the art of making Patan Patola to 25 Americans," he said.

Like the Japanese government, the state should purchase and sell patolas, Kanu said while adding that there should be outlets in institutes like NID and Nift.

About the fate of this art, he felt that the art is likely to survive for the next 25 years if the existing scenario continues. "Our children are ready to learn and help but will not carry the legacy on their own shoulders," he said.