Tradition Meets Transformation: A Strategic Approach to Sustain the Fazilka Jutti Craft

DOI

10.2991/978-2-38476-535-5_5How to use a DOI?

Keywords

Sustainability; Craft revival; Design & style innovation; Fazilka Punjabi Jutti; ethnic craftsmanship

Abstract

Fazilka, is also referred to as Punjab’s cultural window, and have long history of traditional handcrafts, like Phulkari embroidery and the vibrant colour, were Punjabi Jutti also holding a particular place in Punjab. The famous and traditional Punjabi jutti’s comes from the Fazilka region of Punjab. The regional artistic legacy is also reflected in the handcrafted Fazilka Punjabi Jutti, which is also a symbol of sustainable elegance. This study aim is to evaluate the present state of Fazilka Punjabi Jutti craftsmanship in the Fazilka local area and examined the different problem faced by the craftspeople involved in this age-old craft. This study is also looking at the differences in designs and style that Morden users are looking for market changing demands and also consumers shifting tastes.

Data was collected from 50 Jutti manufacturers spread over the Fazilka using method of survey techniques like Personal interviews. The results show that the majority of craftspeople are committed to keeping this aged craft alive, they are still struggle to make it a sustainable source of their income. The main problem they are facing is consumer interest in traditional design, competition with low-cost and machine-made alternatives jutti’s, has restricted access to larger scale markets. This study concludes that with the right support, smart design modifications, along with successful advertising ideas, the Fazilka Punjabi Jutti can continue to exist as a major and successful form of cultural expression.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Sangeeta
PY  - 2026
DA  - 2026/03/16
TI  - Tradition Meets Transformation: A Strategic Approach to Sustain the Fazilka Jutti Craft
BT  - Proceedings of the International Conference on Creativity, Innovation & Design (ICCID 2025)
PB  - Atlantis Press
SP  - 46
EP  - 56
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-535-5_5
DO  - 10.2991/978-2-38476-535-5_5
ID  - 2026
ER  -