The Nabha Foundation is leading a revival of traditional Phulkari embroidery to support women artisans in Punjab [1, 2].

This effort integrates cultural preservation with economic empowerment, transforming a centuries-old craft into a sustainable livelihood for women while promoting eco-friendly textile methods [3, 4, 6].

Led by Jeet Nabha Khemka, the foundation focuses on linking heritage preservation with modern sustainability [1, 2]. The project seeks to protect a craft that originated five centuries ago [5], ensuring that the intricate embroidery techniques are not lost to industrialization.

To bring national attention to the craft, a public showcase was held March 25, 2026 [2, 5], at the National Crafts Museum in Delhi [2, 4]. The event featured a partnership with HPCL-Mittal Energy Ltd (HMEL) to highlight the intersection of traditional art and corporate support [5].

The revival emphasizes the use of sustainable practices to reduce the environmental impact of textile production [3, 4, 6]. By providing women in Punjab with the tools and platforms to sell their work, the foundation aims to create a stable economic ecosystem for rural artisans [1, 3].

Recent media features documenting the project have also highlighted the use of modern technology, including the use of an all-electric VinFast VF6 vehicle during production [7]. This juxtaposition of ancient embroidery and electric mobility underscores the project's goal of bridging the gap between historical tradition and a sustainable future.

“The project seeks to protect a craft that originated five centuries ago.”

The Phulkari revival represents a broader trend of 'slow fashion' and heritage entrepreneurship in India. By combining traditional artisanal skills with sustainable production and corporate partnerships, the Nabha Foundation is attempting to create a scalable model for rural economic development that preserves cultural identity against the pressure of mass-market textile manufacturing.