Kerala   

No more scurrying for souvenirs Tourism Trail

—Photo: S. Mahinsha.

Treasure trove: Mementoes like Nettoor Petti are much in demand.

Who would not love to take back souvenirs from God’s Own Country, which is a treasure trove of antiques, jewellery, handicrafts, wooden and brass curios?

Despite emerging as a global tourist destination, non-availability and the poor quality of souvenirs are the frequent complaints tourism authorities face from tourists and tour operators.

A Strength Weakness Opportunity Threat (SWOT) analysis carried out by the Tata Consultancy Service (TCS) has highlighted the need for more shopping outlets across the State and promoting the souvenir products as an integral part of the tourism industry.

While the State has very high quality products in jewellery and handloom, it has been found that there is a big gap in attractive and high quality indigenous souvenirs. Most of the souvenir shops sell products from Kashmir, Rajasthan and Jammu and Kashmir.

Kerala Tourism has now come up with an action plan to develop quality souvenirs for the promotion of the destination and to create a new stream of ‘souvenir industry’. Official sources said the main intention of the ‘Kerala souvenir project’ was to give local people a fair share of the benefits and profits of tourism.

The scheme would mutually benefit tourism as well as the traditional industries, artisans, craftsmen and agencies involved in the production and marketing of souvenir items by generating more employment opportunities and income for the people.

The target would be to launch 250 approved Kerala souvenirs in the market in five years, 50 approved Kerala Souvenir industrial units/co-operative societies and 100 exclusive Kerala souvenir showrooms in 10 years.

Kerala Tourism will provide approval to unique souvenirs, exclusive souvenir showrooms, give branding to approved products and extend marketing support under the tourism brand.

A souvenir industry support cell would be set up and financial support extended for development of mould and initial production of 500 souvenirs each subject to a maximum of Rs.2 lakh.

The government had short listed 110 designs of souvenirs after getting the nod from a seven-member State-level committee headed by the Secretary, Tourism.

The designs approved under the project would be made available for production by any manufacturing agency approved by Kerala Tourism.

Kerala has innumerable handicraft items made from bell metal, wood, cane, fibre and coconut shell, Kathakali models in wood, exclusive murals, elephants sculpted out of rosewood, silver and stone jewellery.

The traditional Kerala ‘kasavu sari’, Aranmula Kannadi and the fully hand-crafted jewellery box ‘Nettur petti’ have always been favourite souvenirs of the tourists.

The scheme is to be implemented in association with the Kerala Handicrafts Development Corporation and other agencies.

Official sources said the approved souvenirs would be marketed under the Kerala Tourism Souvenir brand.

S. Anil Radhakrishnan

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