Bhavani jamakkalam revival: Can reinvention secure the future of the GI-tagged craft?

In Bhavani, veteran weavers and a new generation of entrepreneurs are giving the GI-tagged jamakkalam fresh expression through bags, shirts, wall art and home décor. As these experiments open up new markets at home and abroad, a larger question remains: can they lure a younger generation back to the loom and ensure the survival of the craft?