HPCL-Mittal Energy Limited (HMEL), through its social development and livelihood promotion initiatives, is taking Punjab’s traditional Phulkari embroidery to new heights. To empower rural women artisans and give their craft recognition in India and abroad, HMEL has recently ensured their participation in multiple national and international platforms.
After showcasing their skills in Germany and Dubai, women from villages in Bathinda have now taken Punjab’s Phulkari to the global stage in London with HMEL’s support. At the Source Fashion Exhibition held at Olympia London, the HMEL-supported Nabha Foundation, in collaboration with the Handloom Export Promotion Council (HEPC) under the India Pavilion, presented an impressive display of Punjab’s Phulkari. Over 200 handcrafted products, including 45 new designs, were showcased as per the demands of the international market. These included accessories, fabric swatches, and traditional embroidered borders.
The exhibition stall was visited by Ms. Nidhi Mani Tripathi, Minister (Economic), High Commission of India, London; Ms. Ranjani Kannangavel, First Secretary (Economic); and Mr. Rangaswamy from HEPC, who encouraged the artisans. The team also visited premium stores such as Harrods to gain insights into global trends and product positioning.
Nabha Foundation’s Executive Director, Ms. Shubhra Singh, and Phulkari trainer, Ms. Manpreet Kaur, represented the women artisans at the event. During the exhibition, they connected with over 50 UK-based designers, boutique owners, exporters, and sourcing managers. Shirts and dresses received particular appreciation, while home furnishing products caught the attention of interior designers and niche segments such as pet lifestyle brands. Live embroidery demonstrations at the stall gave visitors a closer look at the intricate details and cultural heritage of Phulkari.
In addition, with HMEL’s support, six women artisans from villages around the refinery participated in the Venix 2025 programme at IIM Bangalore, where their craft was highly appreciated. For the first time, these women showcased their work at a prestigious educational institution like IIM, impressing over 100 visitors, including students, faculty members, and industry experts. They received valuable insights into urban customer preferences, new product ideas such as short kurtis, shrugs, and skirts, as well as possibilities for entering the online market. This experience boosted their confidence and connected them to emerging market trends.
For the past two years, HMEL, in collaboration with Nabha Foundation, has been actively working to revive Phulkari through training camps, design innovation, market access, and participation in national and international exhibitions. These efforts have not only preserved Phulkari but have also integrated it into modern fashion and lifestyle. Today, over 300 women from 22 villages around the refinery are associated with this initiative, becoming self-reliant, and establishing their unique identity.