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Elaiya, a nursing diploma holder and 22-year-old mother of two, resides in Pudumund, Ooty. Although well-educated, she has always been passionate about traditional handloom art, particularly the Toda embroidery work she grew up seeing at home and in her community. This craft, passed down through generations, is now fading, which deeply saddens her. Elaiya envisions a future where this art thrives as a substantial business. At her village’s DiGI centre, she learned about entrepreneurial skills training sessions for youngsters. These sessions were eye-opening, revealing the potential of mobile phones with internet access beyond just calling and messaging. She delved into essential entrepreneurship concepts, including business planning, sales, financial and technical skills, and strategic thinking. The DiGl project aims to upgrade weavers’ skills and introduce new-age marketing strategies, improving their income and quality of life. Elaiya is determined to uplift her family and community of women artisans, dreaming of setting up a Toda embroidery business to preserve and promote this unique craft through digitalisation.
“I want to open my social media accounts on Facebook, Instagram, and other e-commerce portals, along with WhatsApp for business purposes. I will create buzz about the Toda artisans as they deserve to be recognised and paid well for their unique and beautiful tribal craft, which needs to be valued at its true worth,” says Elaiya decisively.
This story not only shows the determination of Elaiya but also highlights her ability to save her family tradition and preserve the old cultural heritage.
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