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Marketing of Raghurajpur Village
- 1. Marketing Raghurajpur Village- the heritage village of Odisha, as a Tourist Destination By - Saloni Bansal
- 2. About Raghurajpur Village ● Mythology Retold Through Skillful Strokes of Paint Brush ● Main attractions include 10 types of identified craft, Gotipua dance form, scenic beauty and the picturesque ● Main skill of the villagers is artistic skill ● Amenities build by govt. to facilitate tourism here are: Craft centre, amphitheatre, accommodation, restaurant and renovation facility to the Gotipua gurukul
- 3. In 2000, Indian National Trust for Art and Cultural Heritage (INTACH) declared Raghurajpur a ‘heritage village’, which has helped the artists explore other traditional art forms as well. BOTH MEN AND WOMEN WORK AS ARTISTS IN THIS VILLAGE
- 4. Getting There: Raghurajpur is only 10 km by road from Puri yet not on the popular tourist circuit. So you have to book a car or an auto-rickshaw for travelling to and fro. The artists and their families are friendly but sensitive too. So do take permission before entering any household or workshop. It is also advisable to take permission before taking photographs of people and products on display. If you are keen to buy directly from the artists, remember works of art have their own value and the price is set accordingly.
- 5. Few of the main attractions/ products of the village are: 1. Talpatra (pal leaf etchings)
- 6. 2. Watch them make it live
- 8. What is Marketing ?
- 9. Marketing is a Conversation!
- 10. So how can we market Raghurajpur Village?
- 11. 1. Riaz Festival This festival was originally the idea of Carrel Hamley. Riaz festival will create a keen interest amongst the tourists who do not really know the mythology in details but love art.
- 12. 2. Street art Competitions Such competitions attract art lovers and adventure enthusiasts, with leading trails to the village setting a pathway for the tourists.
- 13. 3.Gifting the art work at Events Gifting it as a souvenir in various events will not only maintain the authenticity of the event but also promote the art of the destination.
- 14. Thank You
Editor's Notes
- The heritage crafts village of Raghurajpur is Odisha’s best known for its Pattachitra art. The art form is used to decorate none other the Lord of the Universe- Lord Jagannath and his siblings. The attachment with the holy trinity elevated the art form helped it gain prominence.It is said that pattachitra of Odisha date back to the 12th century and has been passed from one generation to the next. The painting is done on specially stiffened seven layers of cloth which are cut into discs. Although natural dyes from plants and minerals may have been replaced by synthetic colours in many areas, traditional artists of Raghurajpur prefer to use organic colours. Steeped in ancient culture, portraying scenes from mythology with vibrant colours, superb craftsmanship,simplicity in design, the Pattachitra has captured the imagination of artists and art lovers alike. The term Pattachitra means Vastra (Cloth) and Chitra means paintings. So Pattachitra is essentially a painting on a piece of cloth. Neat rows of houses, their walls adorned with paintings, will greet you as soon as you enter verdant Raghurajpur village, about 10 km from Puri, the famous pilgrim and beach town of Odisha. Even without asking, you will realise you have entered an artists’ village where homes double up as workshops. Once known as the keepers of Odisha’s ancient pattachitra art, largely due to late Jagannath Mohapatra (winner of President of India’s award in 1965) who lived here, today the village houses artists practising various traditional arts. The presiding deity of Puri, Lord Jagannath and his siblings, go into seclusion for a fortnight, prior to the Rathayatra festival, when the temple remains closed. In the ancient times, the artists or the chitrakar would sell small handmade paintings of the idols to pilgrims who visited during this period. However things were not always as smooth for the Pattachitra artist also known as Chitrakar’s. During the 1940’s the artisans were under severe stress due to a sharp dip in their income. During that time in stepped an American Lady Ms. Helena Zealy, enamoured by the beauty of the Pattachitra, she literally took it upon herself to revive the art. She held Pattachitra exhibitions in America and invited connoisseurs of art to examine these mystical paintings from the land of Lord Jagannath. Soon artists were sending Pattachitra shipments to America and getting the much desired income to sustain themselves. In trying to save the art form Ms. Helena Zealy also internationalized Pattachitra and established the art form across the seven seas. Raghurajpur also happens to birthplace of the doyen of Odissi Dance Guru KelucharanMohapatra and the village is also known for the Gotipua dance (a precursor to Odissi). It’s a dance performed by young boys dressed as feminine dancers and involves acrobatic postures. The villagers are welcome tourist, so strike a conversation with them to know more about the art form and its history
- Fine line drawings in black, sometimes with daubs of colours, are made on inter-locked strips of palm leaves. Usually each drawing is like a tapestry narrating a story. Apart from traditional paintings, the artists also produce souvenirs, such as, painted palm leaf bookmarks.
- Marketing is what you say and how you say it when you want to explain how awesome your product is and why people should buy it. Marketing is an ad. Marketing is a brochure. Marketing is a press release. And more recently, Marketing is a Facebook page or a Twitter account. Marketing, to many business people, is simply selling at a larger scale. The reality, is that marketing sits at the intersection of the business and the customer – the great arbiter of the self interests of the business and the needs of the buyer.
- While entering the art village, you may also stop to pay respect to the memory of Guru Kelucharan Mohapatra, the much awarded exponent of Odissi dance, who was born in Raghurajpur. Creation of a proper circuit is quite difficult because most of the attractions of Puri in and around are in the form of a cluster.