TELANGANA

Bhoodan Pochampally

(2014)

Bhoodan Pochampally is a small town in the Nalgonda District of Telangana. Situated just an hour and a half drive away from the heart of the state capital of Hyderabad and even closer to the famous Ramoji Film City. This quintessential village settlement on the fringes of a truly global city, is greatly enriched by its weaving culture and its strong historical context. Steeped deep in culture and traditions, its welcoming embrace instantly overwhelms by its serenity and simplicity. This handloom cluster is famous across the world for its finesse in hand woven products in both silk & cotton, and holding the unique distinction of producing Pochampally Ikat Sarees. The endearing and meditative drone of the handloom draws one effortlessly into the lives of weavers and their families. The sight of elders, man, woman and child alike, toiling away to produce the exquisite 9 yards which outlines Indian Culture in a gist, is remarkable to say the least. Adding to its unique advantages, the natural backdrop of the village boasts of a host of potential attractions for tourists. Cultural festivities, basket weaving, pottery and music traditions in and around the village offer a lively and diverse untapped interest generating resource. At present, the age old heritage of Pochampally and its vernacular life are in a dire need of conservation and revival, as more and more people migrate to the city for even marginally lucrative career options.

... a cultural extravaganza

Development of Pochampally into a Rural Tourism Destination to preserve its living heritage, has been on the agenda for the state government for over 10 years. In 2014, Andhra Pradesh Tourism, now Telangana Tourism, formed an MOU with ITRHD and under Shri Sk Misra's (Retd. IAS, former Principal Secretary to The Prime Minister) able guidance, Tadaamyaham was made incharge of designing and implementing projects for this very purpose. Comprehensive project proposals were developed by Tadaamyaham, which were submitted and subsequently accepted by the concerned govt. authorities. Tadaamyaham undertook the following body of work as Stage 1 towards the development of Pochampally as a Rural Tourism Destination.

Documentation and Survey Report for the heritage assets of the village and recommendations for Rural Tourism Development, Craft Revival and Tourism Infrastructure in the region.
Production of a Documentary Film. Title: Pochampally : Weft Weave and Wonder
Design and Publication of a Coffee Table Book. Title : Pochampally Handloom Cluster : Weaving Wonders
Preparation of publicity material for Tourists.
Conceptualization and Design of Interiors for Exhibition Centre and Weaver Showrooms for display and sales at the Pochampally Rural Tourism Complex in Bhoodan Pochampally.

Stage 1 of the project has been successfully completed in October 2014, by Tadaamyaham team, to the total satisfaction of Telangana Authorities and within the stipulated time and budget. The Recommendations made in the Report were very well received by the authorities with a promise of immediate action. Stage 2 of projects was implementation of recommendations made in our development report, which would entail development of tourism infrastructure and tourist activities to draw on further from the work already carried out and also to fully realize the rural tourism potential of Pochampally. Armed with the promotion/awareness generation tools of global fit & finish - our Documentary Film (Weft, Weave & Wonder) as well as Coffee Table Book (Weaving Wonders); and the anchorage of suggested roadmap for development ahead through the Tadaamyaham Report, put in action by Government Stakeholders, Pochampally has seen an incredible journey, from being a Heritage Cluster under great stress and hopelessness looming large over its people and assets in 2014- to emerging as one of the best tourism villages of the country. Now listed as 'UNWTO Best Tourism Villages', Pochampally was also adjudged as the 'Best Tourism Village of India' in 2021 by Ministry of Tourism, Govt. of India.

Under the Rural Tourism Scheme, the core areas of focus for the documentation and survey on Pochampally were historical background, natural setup and topography, architectural identity, vernacular designs and materials, cultural beliefs and customs, local skills, arts and crafts, socioeconomic demographic overview, community social issues and concerns, education, demands on livelihood, etc. The Survey outcomes served as pointers for a comprehensive and detailed Report on the Weaver’s village. Furthermore, the Report and Recommendations (61 Pages) for tourism development now serves as a guide for the Tourism stakeholders to enable an informed and balanced approach for heritage conservation and a valuable database for developing sustainable future plans for the Pochampally community. Interviews with the weavers furthered an insight into their lives, aims, development perspectives, issues, etc.

Pochampally : Documentation and Survey Report for Rural Tourism Development

Tourism Documentary Film : Pochampally : Weft, Weave and Wonder

Developed for a rural tourism initiative, the film showcases the lustrous woven traditions and culture of the Pochampally community, its scintillating heritage backdrop and its captivating natural landscape. Impactful imagery coupled with rich cinematography, was employed to document the tangible and in-tangible heritage of the region along with its contemporary manifestations, through structured audio-visuals. The narrative focussed on bringing the distinctive characteristics of the region to the fore while portraying its art, crafts, architecture, culture, customs, rituals and traditions. The context of government initiatives and efforts in preserving and propagating this living heritage cluster was also emphasized. Enriching and endearing visuals effectively presented a luring glimpse of the wonderful and inspiring experience that is Pochampally, its vibrant weaving culture and exquisite setup. The Documentary garnered a lively interest of tourists, travellers, heritage enthusiasts and general audience alike. It has been since showcased on the Telangana State Tourism Ministry portal, and in many national & international platforms. In March 2023, 9 years after the production of this film, it was showcased in a G20 Special Program "India Calling: G20 Special" on Telangana, by DD India.

Coffee Table Book : Pochampally Handloom Cluster : Weaving Wonders

Reflecting the narrative and sentiment of the Documentary Film, the alluring images, perceptive text and illustrative nature of the Coffee Table Book in a hard bound format was developed to attract, intrigue and charm the reader. Micro and Macro details that skip attention in a running visual were frozen in print to evoke desired consideration and contemplation for the exquisite art of Pochampally Ikat. Through the various illustrations and photographs, the essence and character of Pochampally was celebrated and highlighted. The overall content development for the book echoed lustrous woven traditions and culture of the Pochampally community, its scintillating heritage backdrop and its captivating natural landscape. The objective persisted on bringing the distinctive tangible and in-tangible heritage characteristics of the region to the fore while portraying its art, crafts, architecture, culture, customs, rituals and traditions.

Design of Interiors for Exhibition Centre and Weaver Showrooms for display and sales

The Interior and Display designs for the Showroom were developed keeping a strong vernacular context with a penchant for universal appeal. The designs essentially reflected the cultural identity of the community, alongside the usage of local materials, motifs, talent, etc. The overall ambience and decor was conceptualized to celebrate the vibrant charm of the exquisite Pochampally Ikat and its merchandise on display.

TADAAMYAHAM