Intervention as Knowledge Partner under (USTTAD) for Ministry of Minority Affairs for Leather Puppetry Cluster, Andhra Pradesh

OBJECTIVE

Enchancing mettrass buying experience for sellers and customers.

NID is appointed as one of the Knowledge Partners for USTTAD, a major project launched by the Prime Minister (through the Ministry of Minority Affairs, Govt. of India) for the benefit of minority communities – Muslims, Sikhs,

As knowledge partner, NID will work with leather puppetry clusters in Nimmakunta and nearby villages wherein NID would contribute its knowledge, skills and experience to achieve the established objectives under USTTAD for the benefit of minority communities stated in the scheme.

Brand research and existing stores

PRODUCT CATEGORY

The Leather Puppetry craft documentation is an outcome of USTTAD (Upgrading the Skills and Training in Traditional Arts/ Crafts for Development), a 100% craft sector scheme launched by the Ministry of Minority Affairs. It was done by conducting a 10-day field visit to Nimmalakunta, a village in Andhra Pradesh, where the craft is known to be practiced. The field visit brought insights into the way of life of the community, their history, their socio-cultural beliefs, the traditional and contemporary elements that characterize the practice of the craft, and the challenges the craft faces. These will form the basis for the design innovation that could potentially be carried out for the up-gradation of traditional skills and to generate better means of livelihood for this minority community.

RETAIL FIXTURES

900 STORAGE UNIT

Locally known as Tholu bommalata (tholu - leather, bommalata - puppet dance), which means the dance of leather puppets, the performances center around the narratives of Indian epics such Ramayana and Mahabharatha. It is a special form of drama requiring a semi-transparent screen, a light source, and a cut-out figure made of leather placed between these. The spectators on the other side of the screen see shadows of the figures only, but neither the manipulator nor his shadow.