Revitalizing a Fragrant Legacy: A Design Intervention by Creative Branding of Attars a Diminishing Craft
摘要
The art of attar making has been an integral part of Indian culture for centuries. However, this traditional art form is facing a decline due to various socioeconomic factors. Families historically engaged in this craft are abandoning it for better-paying jobs, leading to a loss of knowledge and expertise. This research paper proposes a design intervention to promote sustainable attar making in India, addressing the challenges and aiming to revitalize this ancient art. The paper begins by investigating the current problems faced by the attar industry. Exploring the reasons behind the dwindling workforce, including factors such as low market value, limited awareness, and lack of innovation. The research employs ethnographic methods to understand the traditional processes, knowledge systems, and challenges faced by attar makers. Through in-depth analysis of the collected data, the research aims to identify key areas for design intervention. The focus will be on developing strategies to enhance the market value of attars, increase customer awareness, and introduce contemporary design elements that respect the tradition’s essence. The proposed solutions will blend traditional techniques with modern design sensibilities. This could includes packaging, branding strategies, exploring new product applications for attars, and establishing collaborations to expand their reach. The goal is to create a brand identity and tackle the various hurdles that various artisans face to empower attar makers, preserves their heritage, and makes this exquisite art form relevant and desirable for a wider audience. Ultimately, this research project aims to contribute to the revitalization of India’s attar industry, ensuring its preservation for future generations while fostering economic growth for traditional artisans.