In an effort towards cultural preservation and women empowerment, HPCL-Mittal Energy Limited (HMEL), in collaboration with Nabha Foundation, has taken the traditional Punjabi embroidery art of phulkari to new international heights. Following its showcase in Germany earlier this year, phulkari made a powerful impression at the International Apparel and Textile Fair, the Gulf region\u2019s largest international B2B fashion trade sourcing fair, at Dubai Festival Arena from May 20 to 22.<\/p>\n\n\n\n
Under the ongoing phulkari project, rural women artisans from Bathinda in Punjab were given the platform to exhibit their handcrafted phulkari products. Artisan Karamjeet Kaur from the Sukhladdi village and Shubhra Singh from the NGO Nabha Foundation represented this initiative in Dubai. \u201cOur participation demonstrated the rich craftsmanship and cultural heritage of Punjab, earning accolades from a global audience and opening doors to new markets and partnerships,\u201d said Shubhra Singh.<\/p>\n\n\n\n
Karamjeet Kaur, who recently returned from Dubai, shared her experience, stating, \u201cI was once just a homemaker. But through the Phulkari project, I have become self-reliant, and now, along with other women in my village, I have built an identity through this traditional craft. I never imagined I would showcase my work on international soil. It was a great learning experience.\u201d<\/p>\n\n\n\n
Launched in July 2023, the phulkari initiative has trained over 300 women from 22 villages in both the technical and commercial aspects of the craft. \u201cThis initiative not only uplifts their economic status but also contributes significantly to preserving Punjab\u2019s vibrant cultural legacy\u201d, said Vishwa Mohan Prasad, deputy general manager at HMEL Bathinda.<\/p>\n\n\n\n
Just two months ago, in March 2025, three rural women from Bathinda had the opportunity to participate in Europe\u2019s largest creative fair, CREATIVA, held in Dortmund, Germany. The delegation included Vishwa Mohan Prasad; Shubhra Singh, executive director of the Foundation; and four master trainers: Satveer Kaur (Ramsara), Manpreet Kaur (Mahinangal), Sandeep Kaur (Malkana), and Lakhbir Kaur, said a statement by HMEL Bathinda.<\/p>\n\n\n\n