P-TAL Marketing Case Study: Reviving India’s Timeless Craftsmanship

About P-TAL: Where Legacy Meets Lifestyle

PTAL was founded in 2019 with a singular mission - to preserve and promote the traditional craft of the Thatheras of Jandiala Guru, Punjab, a community once recognized by UNESCO for its unique brass and copper utensil-making skills.

Through PTAL, this endangered art form has found a new life. Each product is individually handcrafted using ancient hammering techniques. Beyond being aesthetically beautiful, the products also align with Ayurvedic wellness traditions and sustainable living practices.

The PTAL catalogue includes utility kitchenware and elegant décor pieces, designed for the modern Indian home. What truly sets the brand apart is its commitment to fair wages, zero mass production, and conscious storytelling - ensuring that the craft, the artisans, and the culture are all equally celebrated.

Challenges Faced by P-TAL

Despite its strong cultural foundation, PTAL had to overcome several hurdles in its early journey:

• Low Consumer Awareness: Many buyers were unaware of the thathera craft or its historical significance
• Perception Issues: Brass and copper were often seen as old-fashioned rather than aspirational
• Pricing Resistance: Handcrafted items came with a premium, which required consumer education
• Visibility Struggles: Without celebrity endorsements or viral campaigns, PTAL had to grow its footprint organically

Marketing Channels Used by P-TAL

Official Website (D2C Storefront)

PTAL’s website is designed as more than just a shop - it is a digital museum. Each product page tells the story of the artisan, the technique, and the cultural roots, creating a deep emotional connection with buyers.

Instagram & Pinterest

Social media plays a central role in PTAL’s branding. Instagram and Pinterest feature everything from behind-the-scenes shots of the hammering process to serene home styling ideas. This content strategy appeals strongly to design-conscious millennials and young homeowners.

Influencer Marketing

PTAL collaborated with niche influencers in sustainability, home décor, and mindful living. These voices provided authentic recommendations and helped PTAL connect with audiences who value purpose-driven brands.

Offline Events & Exhibitions

By participating in craft fairs, pop-ups, and cultural expos, PTAL brought its heritage to life, allowing urban buyers to experience the brand story first-hand.

Earned Media Coverage

Features in The Better India, Elle Decor, and Architectural Digest gave PTAL the social proof and credibility that boosted its reputation in premium consumer circles.

P-TAL’s Winning Marketing Strategy

• Emotionally-Led Storytelling: Every PTAL product carries a story of craftsmanship and culture, which transforms each purchase into a heritage experience
• Blending Heritage with Modern Living: The brand doesn’t just sell brassware - it shows how these pieces can belong in contemporary homes
• Community Engagement: Through the hashtag #PTALHomes, buyers are encouraged to share how they’ve styled their spaces, fueling organic word-of-mouth marketing
• Experience-Driven Packaging: PTAL’s earthy packaging includes handwritten notes and craft details, making every unboxing feel intimate and special
• Purpose in Every Pixel: From website copy to social captions, PTAL consistently ties its messaging back to sustainability, wellness, and heritage

Results That Speak Volumes

• 3X increase in online sales between 2022 and 2023
• Built a 70,000+ follower community on Instagram
• Partnered with FabIndia and Good Earth for festive collections
• Expanded to international markets including the USA, UK, and Singapore
• Directly supports the livelihoods of 20+ thathera artisans and their families

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What Worked for P-TAL

Authentic Roots: PTAL’s strong connection to heritage and craftsmanship has set it apart in the crowded Direct-to-Consumer (D2C) market. The brand’s authentic story resonates with customers who are drawn to its roots and traditional techniques, making it a standout in the modern, fast-paced e-commerce world.

Educational Content: Rather than relying on traditional hard-selling tactics, PTAL has focused on storytelling to build a relationship with customers. By educating their audience about the significance of their products, PTAL has successfully built trust and loyalty, creating a strong emotional connection that encourages repeat purchases.

Clean Aesthetic: PTAL’s modern branding and minimalist aesthetic have helped redefine brassware as aspirational and premium. By reimagining its products with a fresh and contemporary visual identity, the brand has effectively overcome the outdated and traditional perceptions associated with brassware.

What Didn’t Work for P-TAL

Pricing Barriers: Although PTAL’s products were widely appreciated for their quality and craftsmanship, many potential customers found the pricing to be unaffordable, especially for first-time buyers. This pricing barrier has hindered the brand’s ability to reach a larger, price-sensitive audience.

Limited Reach in Non-Metro Cities: While PTAL has achieved success in urban areas, its awareness and reach have been low outside major metro cities. The brand has yet to effectively penetrate Tier-2 and Tier-3 markets, where a growing interest in premium handmade products remains untapped.

Scaling Constraints: The handmade nature of PTAL’s products means that each piece requires more time and effort, resulting in limited SKUs and longer delivery times. This has presented challenges in scaling operations quickly without sacrificing product quality.

IIDE Student Recommendations for Growth

Pocket-Friendly Range: To attract first-time buyers, PTAL can introduce smaller, entry-level products at more affordable prices. Offering budget-friendly options will help convert potential customers who might be hesitant due to price concerns, while still showcasing the brand’s premium craftsmanship.

Localized Content: To expand its reach into Tier-2 and Tier-3 markets, PTAL should consider developing marketing campaigns in regional languages. This would make the brand more relatable and appealing to customers in smaller cities who prefer to engage with content in their native tongue, increasing overall brand awareness.

Loyalty Program: Implementing a loyalty program could help PTAL reward repeat customers and encourage referrals. Offering incentives like points or exclusive perks would not only improve customer retention but also foster word-of-mouth marketing, building a community around the brand.

Corporate Gifting Arm: PTAL has the opportunity to position itself as the go-to brand for eco-conscious, premium gifting solutions. By targeting businesses and organizations looking for unique, high-quality gifts, PTAL can tap into a lucrative corporate gifting market, aligning with the growing demand for sustainable and thoughtful gifting options.

Short-Form Videos: To connect with a younger, digital-first audience, PTAL should leverage short-form videos on platforms like Instagram Reels and YouTube Shorts. Sharing behind-the-scenes stories of their craftsmanship and highlighting the brand’s unique heritage can engage consumers, build brand awareness, and create buzz around PTAL’s products.