By Vivek Dubey
CNBC-TV18.com
Published June 30, 2024
In his 111th 'Mann Ki Baat' episode, Prime Minister Narendra Modi spotlighted a unique Kerala-made umbrella, Karthumbi, honouring its cultural importance.
Modi emphasised Kerala's cultural connection with umbrellas, integral to many traditions and rituals, underscoring Karthumbi umbrellas' distinct heritage.
Despite their daily use, many Malayalis were unaware of the Karthumbi brand, highlighting its emergence as a significant yet under-recognised product.
In 2017, Minister A K Balan inaugurated the Karthumbi umbrella initiative, promoting social security for Attappadi's tribal families and supporting their entrepreneurial efforts.
The Karthumbi umbrellas, crafted by Adivasi women from Attappadi, have become a symbol of resilience and community support, gaining massive public popularity.
Driven by Thampu, an organisation supporting tribal communities, around 50-60 women meticulously craft each umbrella, fostering empowerment, skill development.
The project has captured significant market attention, enabling business expansion and increasing the number of women involved in producing Karthumbi umbrellas.
Modi commended the tribal women for their efforts, noting the increasing demand for Karthumbi umbrellas across India and their availability online.
The production of Karthumbi umbrellas is overseen by the Vattalakki Cooperative Agricultural Society, led by women, ensuring quality and community benefit.