How India's traditional dollmakers are striving to preserve cultural legacy

If Barbie could talk shersquod probably be thrilled about how well shersquos doing in India these days And why not Shersquos got a new wardrobe crafted by renowned fashion designer Anita Dongre and shersquos showing up to Diwali parties in a bedazzling lsquomoonlight bloomrsquo lehengacholi adorned with the lotus ready to win shelf space in toy stores across the countryLaiphadibi of Manipur Diwali Barbie by Anita Dongre Diwali Barbie by Anita DongreWe have to admit therersquos something undeniably captivating about Barbie Her allure comes from the understanding that she isnrsquot just a doll shersquos a brand a lifestyle and for better or worse a global icon of aspiration After the success of last yearrsquos movie shersquos made an unapologetic comeback pinker than everArtefaktrsquos paper mache dolls The Pinklay Doll Sawantwadi DollsThe Diwali Barbie is a shining example of globalisation wrapped in sequins And in the shadows Indiarsquos traditional doll artisans are quietly watching their craft fade Therersquos an important question to ask What happens to traditional doll artisans when a global powerhouse swoops in with glitzy glamorous products In a world dominated by mass production marketing budgets and slick online campaigns how can traditional artisans stay afloatDoll collector Neha Parekh with her collection of dollsLetrsquos rewind to the 1990s the era of liberalisation ushered in a wave of foreign products previously barred from the Indian market ldquoI think this was almost 15 years agohellip India was going through this phase where all international products were considered superior and even international travel was preferred over domesticrdquo recalls Yuvrani Shraddha Lakham Sawant Bhonsle of Sawantwadi Palace in Maharashtra whose family is determined to preserve the art of Ganjifa which are handpainted playing cards that originated in Persia and were brought to India by the MughalsExhibits at Shankarrsquos International Dolls Museum New Delhi depicting the Kuchipudi dance native to Andhra PradeshBarbie introduced in India in the late 1980s initially failed to gain traction However postliberalisation when everything lsquoimportedrsquo became chic and thanks to Mattelrsquos joint venture with Blow Plast Barbie was at the forefront of the Western influxBut Indiarsquos love affair with dolls runs deeper The indigenous ones from Manipur or Rajasthan are miniature symbols of cultural heritage used to teach children about their roots religion and social values ldquoOur founder the renowned political cartoonist of India K Shankar Pillairsquos ideardquo explains Mrs Navin Menon incharge of the International Dolls Museum in New Delhi ldquobehind setting up the museum was his desire to showcase to Indian children through visual exhibits different cultures of the world the history and geography of different countries the difference in the style of dress and so onrdquoRamani Yellapantula founder of Artefakt NagpurEstablished in 1965 Shankarrsquos International Dolls Museum has a collection of 7500 dolls from 85 countries and is the largest museum of its kind in the world The museum started with Shankarrsquos personal collection of 500 dolls Later more were added the dolls being gifts from different Ambassadors in India The Dolls Workshop attached to the museum was initiated to make handcrafted authentic Indian costume dolls after meticulous research to give away as gifts in exchange for the dolls receivedMore than a commercially viable plaything dolls can be sociological representatives Take the Kathputlis of Rajasthanmdashbrightly coloured puppets made from wood and cloth used to tell traditional folklore Or even the Taka Taki dolls of Sawantwadi ldquoThere is a very interesting history behind these dollsrdquo says Bhonsle ldquoThey come in pairs and were given to young Maratha princesses when they got married When the practice of Sati was abolished these young women would sacrifice the Taka Taki dolls instead of themselves which symbolised that a part of the wife had died with the husbandrdquo Both the dolls male and female are equally tall ldquoThat speaks to how queens and Maratha women have equal power and status in the familyrdquo she saysAlso Read Indias vanishing crafts How artisans in these village are preserving Bastars bell metal craft DhokraTraditional Indian dolls are slowly and carefully craftedAs Konsam Ibomcha Singh a Padma Shri awardwinning doll maker explains ldquoOur traditional Laiphadibi dolls look like Manipuri girls with enchanting full moonlike faces and two dots for eyes This reflects how we perceive ourselvesrdquo Terracotta dolls often associated with rituals mysticism and even black magic in Bengal further illustrate the diversity and richness of Indiarsquos dollmaking heritagePrabhadevibased doll collector Neha Parekh who has over 1000 dolls says ldquoNinety per cent of my collection is sourced directly from artisans The legends behind them the folk stories indigenous tribes textiles festivals and cultural practices are a treasure trove of legacyrdquoWhile these dolls carry profound meaning they lack the one thing Barbie has in abundance Global visibility popular appeal and most importantly mass production Barbiersquos genius lies in the fact that she isnrsquot just a doll Shersquos a person a character a chameleon Barbie is aspirationalmdashshe represents the idea that girls can be anyone they want to be And that shersquos the modern woman blonde and CaucasianhellipldquoBrands like Barbie have a diverse range of dolls that can help me spark a conversation with my child and ignite her imaginationrdquo says prominent mommy blogger Richa Singh Cofounder and CEO Blogchatter and Happinetz ldquobut she also represents aspirations dreams and individuality which can be inspiring This is a factor that I put a lot of emphasis on while selecting a doll for my childrenrdquoThe Pinklay Doll collectionIn a country where festivals are equated with the shopping seasons Barbie has another advantage Her Diwali avatar complete with a lehenga appeals to parents looking for culturally appropriate toys And Mattel knows this The Diwali Barbie isnrsquot just a doll in a new pretty outfit itrsquos a savvy move to capitalise on a festivaldriven consumer market Traditional artisans canrsquot just churn out new designs to meet festive demand few times a year Artisanmade dolls take time to be crafted individually Barbiersquos ability to adapt to trendsmdashcelebrating Diwali or dressing up for Halloweenmdashgives her the edge in a market that demands constant noveltyNot to mention the lifestyle you can build around just one doll which is good for a corporationrsquos pockets ldquoInternational brands offer a lot of additional elements that make them appealingrdquo says another mommy blogger Avantika Bahuguna Brand Consultant and Founder Momsleague Global ldquoDolls come with dollhouses makeup rooms or doctor sets which adds to their allure Our children like to create complete sets when they play with dolls and added features such as being able to change hair colour or turning the doll into a mermaid or doctor provide a variety of imaginative options These are things that local dolls donrsquot typically offerrdquoDaisy Tanwani founder of Pinklay PicsKirti Surve ParadeWhile Barbiersquos appeal is undeniable her presence in the Indian market highlights a stark contrast between mass production and traditional craftsmanship Indiarsquos toy industry is projected to reach US 3 billion by 2028 growing at a 12 per cent compounded annual growth rate CARG Dolls are a large part of this projection According to a 2022 report published by the Global Trade Research Initiative the current world trade of dolls and action figures is roughly US 12 billion International brands such as Mattel can mass produce toys at a lower cost making them more accessible to the average consumer while handmade dolls take longer to produce and are therefore more expensiveDaisy Tanwani founder of Pinklay which offers culturally inspired plush toys explains ldquoThe scale of handmade products will never match machinemade products Pinklay dolls are slow mindful production and the idea is to not compete with the global machinemade alternatives The idea is to create a market for sustainable toys that create value for those who make themrdquoManipurrsquos Laiphadibi dollsOne way that Indian doll makers are trying to adapt to the modern market is by embracing ecommerce For many of traditional artisans ecommerce platforms have become a muchneeded lifeline in an increasingly globalised market With brickandmortar stores unable to generate the same kind of visibility as international giants ecommerce platforms have opened up new avenues for artisans to market to a wider audience Bhonsle shares how Sawantwadi Palace has made the shift to online sales ldquoEven though there are just 15 artisans on our team we started working with platforms such as Reliance Retail and MeMeraki and thatrsquos helped us reach a larger audiencerdquoSocial media of course is an agent of recognition Instagram Facebook and Pinterest allow brands to showcase their dolls share the stories behind them and connect with customers who value handcrafted products Ramani Yellapantula paper mache artist and Founder of Artefakt in Nagpur notes ldquoWhatsApp is my main platform and I mostly get orders here Though we follow a wordofmouth marketing strategy our customers post their purchases on social media platforms and this helps spread the word especially during festive seasonrdquo By sharing the stories of how their dolls are made showcasing the cultural heritage embedded in each piece and highlighting the artisans who create them these small businesses can carve out a niche in a crowded marketKonsam Ibomcha Singh holds workshops to teach school children the art of making Laiphadibi dollsHowever not all artisans are able to make this shift While social media can be a powerful marketing tool it requires time effort and digital skillsmdashresources not all artisans have access to Many older artisans find it difficult to navigate the world of algorithms and hashtags Beyond digital marketing the real issue remains the disparity between demand and supplyHandmade dolls take time to produce and artisans often lack the resources to meet growing demand Singh explains ldquoEven though I can stir up demand for Laiphadibi dolls supply becomes a huge issue because we donrsquot have enough artisans who are skilled enough to produce themrdquoSawantwadirsquos Stick Figure dollsThis is also where Barbie has the upper hand Her mass production allows her to be sold at a fraction of the price of a handmade doll And because Mattel can flood the market with Barbie dolls during the festive season Indian artisans who rely on slow traditional methods of doll making struggle to keep up Even as initiatives like Make in India bring attention to locally crafted products itrsquos an uphill battle for those working in the traditional dollmaking industryThe canny socioentrepreneur could turn every bug of the Indian doll into a feature The limited number of production could make them collectibles Timing their launch with regionunique festivals such as local harvests solstices and important lunar dates would underscore their cultural significance And accessories Laiphadibi goes to Losar in neighbouring Arunachal or accessories for Taka Takirsquos first Gudi Padwa or Narayli Poornima Who does bling and extra better than us Their market would be the ever expanding Indian diaspora spread across the globeYuvrani Shraddha Lakham Sawant Bhonsle of SawantwadiMany independent businesses are not only preserving traditional crafts but are also empowering local women Yellapantula of Artefakt notes ldquoWhat makes Artefakt stand out is not just its focus on sustainability but its mission to uplift women by providing training and employmentrdquo Pinklay follows the same ethos ldquoPinklay dolls are more than just toysmdashthey represent empowermentrdquo says Tanwani ldquoMade by women from underprivileged backgroundsmdashmany of whom were unskilled workersmdashthese women have been trained continuously employed and transformed through their workrdquo Thus each doll is a symbol of the womanrsquos journey to independence How good this would look on a tagThis model of empowerment through craftsmanship offers a powerful alternative to massproduction These brands demonstrate that people over profitsustainability over speed and culture over conformity are viable paths forwardArtisans at work at Sawantwadi Palacersquos Darbar HallOne of the greatest challenges facing traditional doll artisans is the lack of awareness about their craft The current generation of childrenmdashand even many adultsmdashare growing up without understanding the history and value embedded in these creations ldquoThe younger generation is more interested in moving to cities for whitecollar jobsrdquo says Singh ldquoThey donrsquot see a future in this traditional craft and thatrsquos why there is a lack of artisans skilled in making Laiphadibi dollsrdquoThis is where education becomes crucial Teaching children about the importance of local crafts can foster a deeper appreciation for them not just as commodities but as integral parts of cultural heritage Workshops and school programs that allow children to experience dollmaking firsthand could be transformative sparking interest in learning these crafts Parekh notes that ldquoFor instance after we conducted a workshop with Bombay International School in Marine Lines the children actually created their own dolls to represent textile and heritagerdquoAvantika Bahuguna Richa Singh and Mansi ZaveriSingh also shares the importance of workshops for children ldquoI give training to interested youth about the craft free of cost and educate school children about this dying craft that has been in my family for generationsrdquo says SinghBarbie isnrsquot going anywhere That doesnrsquot mean Indiarsquos traditional dolls need to disappear Therersquos room for both As Mansi Zaveri CEO of Kidsstoppress explains ldquoParents today are wellinformed and becoming increasingly aware of the importance of supporting local artisansrdquo Itrsquos not about choosing between Barbie and indie dolls In the words of Tanwani ldquoIndia is evolving rapidly and along with this growth Made in India products are gaining welldeserved recognition and trust We just hope that there is room for both local and global offerings and that they can continue to coexistrdquoLaiphadibi of ManipurLai translates to god in Manipuri and phadi means a shabby piece of cloth The last syllable bi denotes the feminine gender So laiphadibi is a feminine image of god made from rags Laiphadibi are considered living spirits that needed to be treated with respect Ita Laiphadibee is a popular Manipuri folktale When the girl reached marriageable age both were heartbroken The laiphadibi granted her human a boon To understand the language of animals On her wedding night the girl heard a fox talk about a corpse on the river with a magic ring on his finger The girl decided to look for it and her husband secretly followed Watching her pry the ring off the corpsersquos finger the husband was convinced she was a witch and refused to take her back The matter reached the king and the girl laid out her defence citing the fox The king tested her by asking to translate what a crow was saying She replied that there was treasure buried under the tree which turned out to be true The king married her and the kingdom prospered under the new queen The moral of the story is that laiphadibi if treated with dignity bring prosperity