coimbatore jun 13 with the aim of developing selfsufficiency among women artisans from the lambadi tribe titan company has started porgai artisan association centre at sittlingi valley of dharmapuri district in tamil nadu the tribe is practicing the traditional lambadi hand embroidery the companys support to the group extends to three years of holistic partnering in a customised approach based on the groups requirements the interventions include design and product development skill development training of new artisans support for marketing and online retailing participation in fairs and exhibitions titan has also helped in setting up of a facility where women can work train exhibit and store their products a company release said at titan we believe it is important to encourage the growth of indian arts and crafts the handicrafts industry reflects the social cultural and economic life of the country and it is necessary for such smallscale industry to develop and grow the companys managing director bhaskar bhat said we are proud to support the porgai artisan association for the revival of this unique tradition of embroidery that would otherwise have been lost we are delighted to celebrate these women who are now able to renew those practices he added the lambadis migrated from north india several hundred years ago porgai means pride in their dialect lalitha regi of tribal health initiative thi helped womens groups revive their traditional craft of lambadi embroidery titans support for this community has provided those women with a sense of confidence through the practice of their traditional craft regi said nvm bn abm