PHULKARI IN THE DIGITAL AGE: BLENDING TRADITION WITH TECHNOLOGY, ONLINE MARKETS, AND DIGITAL NARRATIVE

Abstract

Phulkari, the traditional embroidery of Punjab, has long been admired for its beautiful artistry and cultural value. However, there is an opportunity to reimagine this age-old craft in the digital era by utilizing contemporary technology like digital printing and laser cutting. This study explores how modern techniques might enhance Phulkari's design possibilities, production efficiency, and sustainability while preserving its traditional core. By examining case studies and experimental applications, the study highlights how digital tools can be used to revolutionize stitching processes, reduce labor intensity, and improve creative expression. Additionally, discussed are how the fashion industry, craftspeople, and cultural preservation are affected by technology adaptation. The results show that by striking a balance between tradition and innovation, Phulkari's artistic heritage may be preserved while retaining its relevance in global markets. This study contributes to broader discussions about how traditional crafts might be revived through digital transformation.