Madhya Pradesh is situated in the heart of India, but the state’s ‘pran kendra’ is now Pranpur, a vibrant and throbbing weavers’ cluster branded as India’s first ‘Craft Handloom Tourism Village’ by MP Tourism.
Pranpur was chosen for its weaving community whose specialization is the famous Chanderi silk, that is woven in looms at their small village homes. Just 4 kms away from Chanderi town, this beautiful village, surrounded by lush greenery, has been beautified further with Chanderi art to add vibrancy and colour to the quaint village.
To get more details about this tourism project that has amalgamated handloom and textiles into it, Indian Masterminds spoke to Principal Secretary of MP Tourism and Culture departments, Mr. Sheo Shekhar Shukla, an IAS officer of 94 batch.
HUB OF CHANDERI SILK
Only 4 km away from Chanderi town lies a piquant and picturesque village nestled in greenery and inhabited by artists whose hands weave magic into yarns of the famous Chanderi silk of Madhya Pradesh. Around 800 plus weavers churn out Chanderi sarees and dupattas in motifs specific to this region called the Chanderi art.
Earlier they were bonded weavers working for master weavers in big towns and cities of MP. However, life took a 360 degree turn for them after the MP tourism department decided to brand the rural cluster as ‘India’s First Craft Handloom Tourism Village’, turning Pranpur into an important tourist destination in MP. Tourists are taken on guided tours to the village where they can buy Chanderi silk directly from the weavers.
DIRECT SELLING HELPING WEAVERS
The walls of the weavers’ houses have been painted with Chanderi designs in vibrant colours with the help of a few art students from Ujjain to distinguish them from the non-weavers’ houses.
“Now, the weavers houses can be identified by the art on their walls and tourists can step directly inside. On stepping inside, they can watch the weaving of Chanderi silk in progress in looms and they can pick and choose what to buy,” said Mr. Shukla.
As this is direct selling, it helps both the buyer and the seller. Buyer gets a fine Chanderi silk sari at a lesser price than the market rate while the seller gets a higher price.
The weavers also earn extra by dishing out delicious local cuisines, especially the Bundeli thali, which they prepare and serve in their homes. “The tourists get to taste the local cuisine in a village ambiance while watching the artisans in action. So, it is a win-win situation for all,” Mr. Shukla said.
TOURIST FRIENDLY MEASURES
To ensure that the visiting tourists have a good time and do not suffer any inconvenience, the tourism department has added some city features to the village, like a cafeteria for instance, which has been named the ‘Handloom Cafe’.
And to quench the thirst for selfies, a selfie point has been created where a giant shuttle, used in handloom weaving, has been installed. Other added features are an amusement park and an amphitheatre for kids and adults alike.
The tourists get a complete package – a tour of the entire village through its vibrant and colourful lanes, visit to weavers’ homes to see them churning out the unique Chanderi silk, and then topping it up with a healthy homemade meal of the local Bundeli cuisine at the weaver’s home. “So, besides buying a beautiful Chanderi silk sari of their choice, they also learn how it is made, and then get a feel of life in a Madhya Pradesh village by sharing a freshly cooked traditional meal with the weaver’s family,” Mr. Shukla said.
This fine example of amalgamating rural tourism with handloom and textiles has a fine tagline attached to it, too – ‘Har Ghar Utpadan, Har Ghar Bikdi, Pura Gaon Bazaar’.
