Global piracy protection for 'Mata ni Pachhedi'

If the efforts of an NIFT professor come to fruition, Ahmedabad’s Mata ni Pachhedi, a textile painting craft that is the speciality of the Vaghri community, will soon secure global recognition. Binaya Bhushan Jena, the head of a master’s course in the fashion management department at NIFT, is striving to have the craft registered under the Geographical Indication (GI) of Goods (Registration and Protection) Act, 1999. This initiative will not only guard the craft against duplication, but will also fetch good returns to the artisans through exclusive rights.

“The GI tag will offer the artisans international visibility. This, in turn, will ensure that the poor artisans get a decent livelihood,” said Jena. “Moreover, the tag will also prevent people from selling duplicate goods in the name of Mata ni Pachhedi.” 

The initiative is supported by another faculty member, Vasundhara Chaudhary; a NIFT student Nikita Gupta; and a student of MICA, Rutu Talati. Talking about his role in getting the craft registered, Jena said, “We will only act as facilitators and help the artisans establish themselves.” Jena has drafted the application for registration. He is now helping the artisans set up their own organisation, which is mandatory under GI norms. He will also help them design a logo for the craft.

The Vaghris were once a wandering tribe. They eventually settled near the Central Post Office in the city and started practising the craft. Bamboo sticks are used to make intricate paintings on cloth. The craft depicts a powerful Goddess on a mount in the centre, and attendants, gods and worshippers surrounding her.  “The craft is often mistaken as Kalamkari and the Pattachitra of Orrisa. It however stands out among textile paintings, both visually and technically,” Jena explained.