Pune Bamboo Festival
March 25, 2025
Talk at SVNIT
August 31, 2025Launched the new Concept
Lonje Kathi for Gudhi
With the intention of expanding its market reach, we came up with an innovative concept of introducing Lonje Kathi as Gudhi chi Kathi, designed especially for the Gudhi Padwa festival. The launch was deliberately kept small and exclusive—a soft launch with limited quantities placed in the premium segment to test market response. The results were nothing short of overwhelming.
While our primary focus was on online sales, we also displayed the kathis at two well-chosen stores in Sambhaji Nagar, both known for their prime locations and steady customer footfall. To draw attention to the revival story, we designed elegant display stands and standees showcasing the craft’s history, its intricate artistry, and the urgent need for its preservation. For online promotions, we created thoughtfully designed WhatsApp posts that communicated the
uniqueness of this offering.
The Impact
These posts resonated so strongly that people began sharing them voluntarily, sparking genuine word-of-mouth promotion. Soon, orders started flowing in from across Maharashtra—from Mumbai, Pune, Nagpur, Chikhali, Sangli, and other cities.
Customers embraced this innovative take on the traditional kathi, sending photos of their Gudhi with heartfelt appreciation and thanking for this innovative offering. Some even shared that they intended to reserve this specially designed kathi for sacred use, a testament to the craft’s elevated value.
This incredible response gave us the confidence to plan a larger launch next year. Through this effort, we were successful at firmly establishing Lonje Kathi in the premium price segment and redefining its market positioning.
But perhaps the most meaningful impact has been on the artisans themselves. Once on the verge of abandoning their craft, they now see a future filled with hope. In fact, two young artisans have stepped forward to learn and carry on this tradition, marking a significant milestone in the revival of this age-old bamboo craft.
But perhaps the most meaningful impact has been on the artisans themselves. Once on the verge of abandoning their craft, they now see a future filled with hope. In fact, two young artisans have stepped forward to learn and carry on this tradition, marking a significant milestone in the revival of this age-old bamboo craft.
