The story
Mathura and Vrindavan, the land of Krishna, have a large trade in costumes and shringar items for deity idols, especially Thakurji (Krishna). Artisans stitch and embroider small poshaks with zari and sequins, and others make kanthi malas and sanjhi art for pilgrims and temples across India and abroad. Costumes of Thakurji are one of Mathura's ODOP products, and Mathura zari poshak, kanthi mala and sanjhi craft have GI tags.
In numbers
No published source we could open prints current numbers for this cluster.
GI tag
- Mathura Zari PoshakApplication no. GI Application No. 1147; Registration No. 705GI Registry, IP India - Application 1147: Mathura Zari Poshak
- Mathura Kanthi Mala CraftApplication no. GI Application No. 1139; Registration No. 769GI Registry, IP India - Application 1139: Mathura Kanthi Mala Craft
- Mathura Sanjhi CraftApplication no. GI Application No. 818; Registration No. 584GI Registry, IP India - Application 818: Mathura Sanjhi Craft
Ways in for a newcomer
- Online stores for deity costumes and shringar sets
- Embroidery job work for poshak traders
- Supplying zari, sequins and fabric
- Selling to temples and devotees abroad
Problems the cluster faces
- Seasonal demand around festivals
- Low wages for home-based embroiderers
- Copying of designs
- Machine-made imitations
Businesses to start here
Zari and Silk Embroidery →Computerised Embroidery (Job Work) →Brass (Metal) Jewellery Making →Pooja Brass Wares (Idols, Lamps, Bells) →