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Pedana Kalamkari, Andhra Pradesh
DC(H) x APHDC
This design development workshop was conducted with 30 Block-Print Kalamkari artisans in Pedana, Andhra Pradesh, sponsored by DC (Handicrafts), Ministry of Textiles, Government of India, and organised by Andhra Pradesh Handicrafts Development Corporation (APHDC) Ltd. Informed by market research and trend analysis, the methodology combined participatory discussions with structured design exercises exploring block repeats, motif & layout variations, colour inversions, positive and negative spaces, and printing on dyed fabrics. These explorations informed product development across home furnishings and apparel, including neckties and customised gifting solutions. A key strategy was to position handprinted Kalamkari products as art collectibles rather than solely utility products, expanding their perceived value and market possibilities.
