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Ooty, a popular hill station in the Nilgiris District of Tamil Nadu, is the first choice of many tourists. This place is home to the Toda community, where Vinoda, our cluster coordinator, a part of the Toda tribe lives. Her life revolves around the traditions of her tribe, where the legacy of Toda embroidery passed from generation to generation. Toda embroidery is an intricate design, with geometric patterns in red and black on a white base. In March 2013, Toda embroidery got a Geographical Indication (GI) tag. This art form is passed from one generation to another, preserving the heritage and identity of the Toda tribe.
For Vinoda, learning Toda embroidery was a family tradition. She deftly wove stories of the Toda tribe into the fabric, which carries a legacy. But as she grew older, she understood that the traditional market offered limited opportunities for traditional crafts. To display her items to a wide audience, she thus learns about digital skills and online marketplaces. She created her Instagram account and Facebook marketplace, where she showcases her artwork to a wide audience. With the help of DigiKargha, she gets an opportunity to connect with the larger marketplace. DigiKargha helps her to diversify traditional products, where she can incorporate traditional art and modern needs. For example, DigiKargha offers her diary design, which she can use to apply Toda patches. Along with tote bags, earbud covers, and many other items, this product has become a historical item which meets contemporary demands.
The products of Vinoda, and artisans like Vinoda from Toda Tribe, are available for online shopping here you can check the products: https://digikargha.in/index.phpL?route=product/category&path=481_484
Vinoda also participates in the Digital Citizen Summit (DCS) 2024 in Hyderabad. She represented her craft and heritage to a large national and international audience. Her stall, adorned with Toda embroidery products, was the centre of attraction for visitors. People were fascinated by the blend of tradition and utility in her creation. Her storytelling about the cultural significance behind each product captivated their hearts. By the end of the event, she had sold most of her inventory, which was a moment of pride and validation for her work.
Her journey is one of resilience, transformation, and pride. She has shown how her traditional art can find its place in the modern world, as she reflects on her journey, Vinoda feels a deep sense of accomplishment. Her work tries to bridge the gap between her tribe’s tradition and the modern world, ensuring that the artistry of the Toda community continues to thrive for generations to come.