Puneri Pagdi: A Collaborative Model for Sustainable Heritage Marketing and Cultural Revitalization

Abstract :

Puneri Pagdi, a traditional Maharashtrian turban symbolizing pride, dignity, and the cultural legacy of Pune, is one such heritage product that faces significant challenges in sustaining its relevance in the modern marketplace. This research explores the potential of sustainable heritage marketing as an effective approach to revitalize the Puneri Pagdi industry while preserving its historical and cultural significance for future generations. The study adopts a qualitative and ethnographic research design to gain an in-depth understanding of the cultural value of the Puneri Pagdi, the socio-economic conditions of artisans, and the evolving consumer perceptions towards traditional handicrafts. Primary data were collected through interviews, observations, and interactions with artisans, retailers, cultural organizations, and consumers. The research also examines the challenges encountered by artisans, including declining demand, competition from machine-made products, inadequate branding, limited digital presence, and the lack of institutional support. The findings reveal that sustainable heritage marketing, supported by digital marketing initiatives, cultural tourism, experiential branding, government policies, and collaborative partnerships among artisans, academic institutions, cultural organizations, and private enterprises, can significantly enhance the visibility and commercial viability of the Puneri Pagdi. Such strategies not only contribute to increased income and livelihood opportunities for artisans but also strengthen cultural preservation and community engagement. The study concludes that integrating traditional craftsmanship with innovative marketing practices and sustainable business models can ensure the long-term survival of the Puneri Pagdi industry while promoting cultural identity and inclusive economic development.