In a transformative move, P-TAL (Punjabi Thathera Art Legacy) has shifted ownership from entrepreneurs to the artisans themselves. This change reflects a profound commitment to empowering the Thatheras, who have always been at the forefront of the brand’s identity.
From its inception, P-TAL has aimed to elevate the Thatheras from laborers to entrepreneurs. This vision has guided the brand’s journey, with the artisans playing a pivotal role in its success. Here’s how they’ve contributed:
- Cost Cutting Measures: The Thatheras have implemented innovative ways to minimize wastage and maximize the utilization of raw materials, leading to a significant cost reduction of over 15% last year.
- Investment and Ownership: Remarkably, one of the Thatheras became P-TAL’s first investor, contributing Rs 50,000. This act underscores the deep connection and trust between the artisans and the brand.
- Product Design: The Thatheras have also acted as product designers, often suggesting new products that become popular sellers in the market. Their creative input has been invaluable in driving the brand’s growth.
To further align the artisans with the brand’s success, P-TAL has introduced Employee Stock Ownership Plans (ESOPs). One of the artisans, Pankaj bhaiya, has been granted ESOPs, making him a stakeholder in the company’s value.
The ethos of P-TAL is best captured by the title of its Chief Technology Officer – Chief Thathera Officer. This title symbolizes the brand’s deep respect for the artisans and their central role in its operations.
At P-TAL, it’s not about the artisans working for the brand, but rather the brand working for the artisans. This shift in perspective has transformed the business model and enriched the lives of the Thatheras, making their work more meaningful and rewarding.
In empowering the Thatheras to ownership, P-TAL has created a model of inclusive and sustainable entrepreneurship that celebrates and preserves traditional craftsmanship for generations to come.
