Beyond the Loom: How Chanderi’s Handloom Heritage is Weaving a Tourism Success Story
On National Handloom Day, Madhya Pradesh has yet another reason to celebrate. Located just a few kilometers from the historic town of Chanderi, the village of Pranpur has emerged as a shining example of how tradition, tourism, and rural entrepreneurship can come together to build a sustainable future. Recognized as India’s first 'Craft Handloom Tourism Village,' Pranpur is transforming the centuries-old art of Chanderi weaving into an exceptional tourism experience while simultaneously preserving one of the country's finest textile traditions.
Home to approximately 450 weaving families, the village continues to produce world-renowned Chanderi sarees on traditional 'pit looms.' Visitors come here not merely to purchase exquisite textiles, but to witness the artistry behind every thread, interact with the weavers, and experience the rich cultural heritage that has shaped Chanderi for generations.
MPTB is developing two additional craft tourism villages
Inspired by the remarkable success of Pranpur, the Madhya Pradesh Tourism Board is developing two additional craft tourism villages: Keriakhedi near Maheshwar for Maheshwari weaving, and Kukshi in the Dhar district for the famous 'Bagh print.' With these initiatives, Madhya Pradesh is set to become the only state in India to host three dedicated craft tourism villages, thereby establishing a new benchmark for responsible tourism.
Weaving Prosperity, Preserving Heritage
This initiative does far more than just boost tourism—it empowers artisans. Women actively participate in yarn preparation, dyeing, weaving, designing, and finishing, while direct interaction between tourists and artisans has significantly reduced reliance on middlemen. Since tourists purchase textiles directly from weavers and cooperatives, the artisans secure better prices and a larger share of the profits, thereby strengthening the local economy.
Model has gained national recognition
This model has gained national recognition; the Union Ministry of Textiles has recommended it to other states, and Pranpur received the Ministry of Tourism’s "Best Tourism Village" award in 2024.
Handloom is far more than a mere craft
By placing artisans—rather than just products—at the heart of the tourism experience, Madhya Pradesh is demonstrating that handloom is far more than a mere craft; it is a powerful vehicle for cultural preservation, rural prosperity, and sustainable development. Through this unique blend of heritage and tourism, the state is giving India’s centuries-old weaving traditions a new and vibrant identity on the global stage.