Designing a Line of Kurtis using Phulkari Motifs for Girls
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Date
2014
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Punjab Agricultural University, Ludhiana
Abstract
The investigation entitled ‘Designing a line of kurtis using phulkari motifs for girls’ was carried out to make phulkari embroidery more versatile for the contemporary trends in kurtis and enhance its market potential. The prevailing market trends in phulkari embroidered kurtis studied through a market survey of twenty showrooms of Patiala selected through purposive sampling technique apprised the investigator regarding the availability of phulkari embroidered ready-made (75.00 %) and semi-stitched kurtis (100.00%), and kurti yardage (90.00%) in the market which lacked in the style factor of cultural fusion to which young girls are highly receptive. Phulkari motifs documented under the investigation from various primary and secondary sources were selected and categorized. Five motifs from each of the four categories, floral/foliage, geometrical, bird/animal and miscellaneous obtaining top five ranks were selected by the investigator to design the kurtis. A line of twenty designs of kurtis with phulkari embroidery was developed by using Corel Draw X3. Preferences of ninety college-going girls, representing the target segment of consumers, selected randomly from three colleges of Ludhiana city revealed that A-line silhouette (mean score 3.92) was most preferred followed by tubular silhouette (mean score 3.44). Girls preferred Chanderi silk (mean score 4.17) fabric most for phulkari embroidered kurtis followed by raw silk (mean score 3.47) and synthetic georgette (mean score 3.38). Boat neckline (mean score 4.02) and round neckline (mean score 3.85) were preferred over U (mean score 3.55), square (mean score 3.43), V- necklines (mean score 2.98). Band collar was most preferred by majority of the respondents. Binding (83.33%), ribbons (64.45%) and Swarovski (50.00%) were most liked. Out of twenty developed designs of phulkari embroidered kurtis, six most preferred designs were prepared. Evaluation of the prepared kurtis was done by a sub-sample of thirty randomly selected respondents. The silhouette of the prepared kurti K11 was most preferred with mean score 3.20 which obtained first rank. Motifs as well as colour combinations of kurti K20 (mean score 3.10 each) was most preferred by the respondents. Both K11 and K20 (mean score 3.66 each) obtained first rank for overall preference. Kurtis K8, K16, K20 (mean score 2.46) were liked most for the embellishments. The quoted prices for the prepared kurti design K3, K8, K11 were found to be adequate with profit margins of 28.38, 27.87, and 29.64 per cent, respectively. The cost of production is expected to be lower on being mass produced.