P-TAL is a craft revival brand that aims to reinvigorate the only Indian Craft Form to make it to the UNESCO List of Intangible Cultural Heritage.
The brand, was inaugurated by the Minister of Culture and Tourism, Government of Punjab.
P-TAL works with the Thatheras of Jandiala Guru, Amritsar who use the traditional technique of hammering brass and copper sheets into objects of metallic beauty. The legacy of Thatheras can be traced back to more than 200 years ago when Raja Ranjit Singh established Jandiala Guru as a craftsmen colony for the promotion of trade.
Due to the onslaught of machine made items and the increased demand for cheaper metal alternatives like steel and aluminum, the incomes of Thatheras substantially reduced thus resulting in the decline of the craft form that was once the glory of Punjab.
P-TAL now collaborates with professional and veteran designers to come up with state-of-the-art designs to balance modern with traditional to suite the taste of the contemporary and niche market.
P-TAL does domestic and international exhibitions year round. The team has also been called by Australian and Italian Embassies to display products too. We have also been invited the UN Estate Office to display our products in recognition of our revival efforts. Our products can be found at Gully 39 in Khan Market and Tatsat at Hauz Khas, in Delhi, Toran in Chennai and many more outlets across the country! They will start to go on shelves at Jaya He in Mumbai Airport very soon. We also have our very own website www.p-tal.org.
Our revival efforts also led to us being awarded with the World Trade Centre Award for Innovation and Impact!
We are looking to scale enormously to establish presence throughout the country rigorously while focusing on strategic partnerships which would allow us to grow stronger and have wider exposure. We are eyeing the international market by enabling export opportunities for increased growth and impact with an ultimate aim to make the brand world-renowned which would allow our Thatheras to have massive recognition on the global front and lead to the establishment of Jandiala Guru as a tourist hub through this business venture.
Our products are made by the Thatheras of Jandiala Guru, Amritsar, who have been recognized by UNESCO. They are skilled in the art of completely handcrafting brass and copper products. Our products are also electrophoretically lacquered by use of a cutting edge technology that allows brass and copper products to retain their shine and avoids blackening over prolonged periods of time. Our products are entirely handmade, which means that they can easily be modified to a personalized design as per the demands of a customer. Engraving services can also be provided for gifting purposes and special orders.