The story
Kullu valley families have woven wool on pit looms for generations, making plain shawls and pattoo for their own use. In the 1940s, geometric border designs from Kinnaur and Bushahr were adapted and the patterned Kullu shawl became a product for tourists and buyers in the plains. Weavers' cooperatives such as Bhuttico took the shawls to markets across India. Powerloom imitations made in the plains now undercut handloom weavers.
In numbers
The annual turnover of the Kullu shawl cluster is ₹40 crore.
Fibre2Fashion — Kullu cluster: synonym of handwoven shawl
GI tag
- Kullu ShawlApplication no. GI Application No. 19IP India — Registration Details of Geographical Indications
- Kullu Shawl (Logo)Application no. GI Application No. 383IP India — Registration Details of Geographical Indications
Ways in for a newcomer
- Online sales of GI-tagged handloom shawls
- Yarn dyeing and supply to weavers
- Design partnerships for modern stoles and home textiles
- Craft tourism — weaving demonstrations for visitors
Problems the cluster faces
- Powerloom fakes sold as Kullu shawls
- Young people leaving weaving
- Wool and yarn costs
- Seasonal, tourism-linked demand
Businesses to start here
Shawls, Stoles, Scarves and Wraps →Handloom and Handicrafts Retail Shop →Sheep Wool Blankets →Wool Felt Products →