Kirti Goel wasn’t sure for a long time what she wanted to do — but she knew it had to be something out of the ordinary.
A teacher’s suggestion nudged her to explore creative fields, eventually leading her to study design. It was there, during a project on Indian crafts, that she first came across the Thathera community and their remarkable metalworking tradition.
“I discovered the UNESCO-certified Thathera craft, which was fading due to low demand. Driven by pride to preserve this dying art of my country, I launched P-TAL to revive it," she explains.
P-TAL aims to revive and sustain the traditional ‘Thathera’ craft, which involves creating brass, copper, and bronze kitchenware.
Her mission extends beyond business; it focuses on preserving cultural heritage and supporting artisan communities.
Initially, Kirti faced several challenges, such as identifying market demands and sourcing artisans, but through research and consultation, she was able to understand consumer needs and the craft potential.
By working closely with 50 artisans, she developed new product designs that blended traditional craftsmanship with modern usability.
Today, P-TAL offers over 80 types of products, such as brass ladles, drinking glasses, tumblers, and copper baking trays, catering to the aesthetic and functional needs of customers.
The company has achieved significant financial success with an annual turnover of Rs 36 crore, with a strong customer base in states like Maharashtra and Karnataka.
Kirti’s success stemmed from her willingness to explore underserved market areas and her determination to make a cultural and social impact through her business.
“While I was not sure for a very long time what I wanted to do, I was sure that I wanted to do something out of the ordinary. I found a side where not many people had looked before and jumped on the wagon,” she says.