Ela's Artisan Revolution: Balancing Family and Finances in Rural Kerala
Thenga’s sustainable coconut shell products are revolutionising local communities in rural Kerala
In the lush plains of Palakkad in Kerala, fringed by mountains, coconut farms flourish. The tall palms shoot up to the sky bearing large coconuts that fuel the local economy here. The coconut is a symbol of Kerala – which roughly translates to land of coconuts. It is considered a kalpavriksha with uses for all its parts.
Palakkad thrives on coconut and its related industries – oil, coir etc.
However, one part of the coconut tree goes by largely underutilised.It is not uncommon to see piles of coconut shells slowly decomposing in landfills near coconut oil units. These units mainly use the shells to light rudimentary fires and dump the rest in landfills. Seeing the fate of this versatile and sturdy natural material, Maria Kuriakose founded Thenga fueling an artisan revolution in the state.
Rural employent
Kerala, despite scoring high on human development indices and literacy, has always had an employment problem. This accounts for the large number of malayalis leaving the state in search of employment.
By transforming discarded coconut shells into beautiful utility products, Thenga currently employs 16 artisans, including 12 women and 4 men in rural Kerala. Many of them make the coconut shell products out of their homes thereby giving them the flexibility to manage their family and profession. Out of work artisans are getting much deserved attention for their craft while earning a good income to manage their expenses and save for the future.
Gender Inclusivity
Many women in rural Kerala, despite being educated and trained, find it hard to find appropriate jobs – especially jobs that let them focus on both family and career. In Palakkad, Thenga has been instrumental in building a female-centric team bringing back life into many careers. Thenga’s main team is composed of women who head accounting, packaging, client servicing etc. Building a team of confident and independent women amidst a rural background is something Thenga is very proud of.
Helping Mothers Return to Work
Career breaks post maternity is a universal phenomenon in India due to lack of good and affordable childcare, family support etc. Thenga has been instrumental in helping mothers get back into the workforce by actively hiring mothers with career breaks and investing in skilling and training them as they rejoin the workforce.
Boosting Handicraft Sector
Handicraft and cottage industries generally languish in Kerala but Thenga has been able to invigorate the sector through the use of social media, online campaigns, physical exhibitions etc. By drawing attention to the meticulous craftsmanship and innate beauty, Thenga has created a demand for handmade, artisanal coconut shell products especially in urban India. Through their online presence, Thenga artfully conveys the stories of their artisans, the benefits of buying local and supporting small businesses.
Skill Development and Training
Apart from providing employment and livelihoods to many, Thenga regularly undertakes skill development and training sessions to make sure their team is up to date and aware about the changes in the business world. These programmes help increase the confidence of the team to represent the brand at national and international levels.
