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As you know, we started P-TAL merely as a college project. But what triggered us to expand the project into a full-fledged Startup?
We started the project because we discovered a community in Amritsar with the distinction of practising a craft form listed by UNESCO. The community is called ‘Thathera’. But it was on the verge of extinction. The number of artisans practising it declined from 500 to just 30. And this was happening mainly because the middleman was exploiting them. They were paid ₹20 for a P-TAL ki parath which took hours to make. So the community didn’t see any future in the art. They didn’t want the younger generation to continue because of penny payments.
That was the triggering factor because we thought there was much potential in the craft form. And that’s when we started working with them.
But it didn’t start well. People treated us as kids or students. So they didn’t take us seriously. They were like, ‘tum students kya hi kar loge’.
Even the Thatheras used to feel, ‘ye bache kya change kar lege.’ They would say, ‘The craft form will not revive. Whatever you do will not be worth it. We didn’t feel bad for their thoughts because they had lost hope.
Fortunately, one of the artists believed in us. He said, ' Whatever you guys are doing, I will help you.’ He also came with us to the initial exhibitions to sell the products. And eventually, the other artists started believing in us and came forward to work with us because they could see the change we were bringing.
Today, P-TAL is mainly headed by three individuals. Gaurav, Kirti and Aditya. But, we feel, ‘more than any of us, P-TAL is the brand of thatheras.’ It’s a brand of these artisans. They have owned it since day one. They are the owners in the real sense because, without them, there is no core of the brand. They are the ones who made the product. They’re the leaders and the face of the brand. They are our true brand ambassadors.
Our efforts always fall on how we can impact their life. For us, they aren’t workers or labourers. They’re entrepreneurs. So, it’s not a social project where you make donations. It’s a project where we empower them as entrepreneurs so that they can come out of their shells and learn to be self-sustainable.
And you know what the best thing about the community is? They want work. They don’t want donations. They’re fine not having a meal a day. They want to do something of their pride or something that belongs to their legacy. We’re glad to assist them.
Of course, P-TAL is in a great position today. The thatheras’ faith in us is the biggest reason behind it. Now they often say to us, ‘Aapse humhe jitna pyar mila hai utna humhe kisi se nahi mila hai.’ It means the world to us. Moreover, the younger generation is also joining the community. We couldn’t ask for more to work towards our vision.
And do you know the full form of P-TAL? It’s ‘Punjab Thathera Art Legacy.’ That’s also to promote the artisans. So, when we say the brand belongs to them, it truly belongs to them!
From the point of view of entrepreneurs, we still face many challenges. But we live by the mantra, ‘Good things fall apart for better things to fall together.’
Wow! The three bache has done an amazing job reviving the ‘Thathera’ community.
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